The trend of combining sweet and spicy flavors, often referred to as ‘Swicy’, has seen a significant uptick in popularity, with a 38% increase in discussion among snack enthusiasts over the past year. In response to this growing trend, Club® Crisps has partnered with Mike’s Hot Honey® to launch a new limited-edition snack that blends these two flavors. This marks the first-ever flavor collaboration for Club® Crisps, teaming up with what is described as America’s Original and #1 Hot Honey brand.
This new product features a light, buttery crisp that is infused with the distinctive sweet-heat taste of Mike’s Hot Honey—a blend of 100% pure honey and chili peppers. This combination aims to offer a perfect balance of sweetness and spice, appealing particularly to those with a penchant for spicy flavors. Each bite promises a melding of honey’s sweetness with a lingering spicy kick, designed to entice the palate of its consumers.
Carrie Foose, the director of brand marketing for Kellanova Crackers, expressed excitement about the collaboration, emphasizing the company’s commitment to aligning with consumer trends to create enjoyable and unique snacking experiences. This collaboration with Mike’s Hot Honey is part of Club Crisps’ broader strategy to diversify their snack offerings, which already include flavors like Sea Salt, Ranch, Sour Cream & Onion, and Sweet & Salty.
This new entry in the snack market follows another Club Crackers brand collaboration from the previous summer, which featured Butter Chardonnay-infused crackers. Mike Kurtz, founder of Mike’s Hot Honey, shared his enthusiasm for this partnership, highlighting the unique flavor profile that the collaboration brings to the iconic Club Crisps.