2025 kicks off with a wave of exciting new snack and bakery products that cater to diverse tastes and dietary preferences.
Spicy offerings take centre stage, led by Pringles’ Blazin’ Fried Chicken, inspired by Nashville hot chicken and tapping into the growing demand for heat-packed flavours across the UK. Meanwhile, Snack Factory’s Pop’ums, a pretzel-popcorn hybrid, brings bold crunch and flavour in variants like White Cheddar and Golden Mustard BBQ. Health-conscious options are also making waves, with The New Primal’s Snack Mates Chicken & Maple Mini Sticks and Raybern’s Egg White & Chicken Breakfast Sandwich offering high-protein, low-sugar convenience for busy lifestyles.
Sweet indulgences shine through as well, from Oreo’s expanded lineup, including Irish Creme Thins and nostalgic Golden Cakesters; to Cake or Death’s Veganuary Survival Kit, packed with vegan brownies, flapjacks, and cozy extras. Goldfish ventures into dessert territory with its new Sweet Grahams lineup featuring Cinnamon Roll and Vanilla Cupcake flavours, while Quinn’s PB&J Berry Pretzel Nuggets combine childhood nostalgia with clean, gluten-free ingredients.
Whether it’s fiery, sweet, savoury, or sustaining, this month’s launches promise to satisfy every craving.
Pringles Blazin’ Fried Chicken
Pringles has turned up the heat on 2025 with the release of Blazin’ Fried Chicken, which conforms to the UK’s HFSS regulations.
This is the latest variant to join the Pringles Hot Range, which was first introduced in January 2024 in response to increased demand for spicy snack varieties. In fact, the spicy flavour trend has grown by 23% across Europe, according to IRI.
The Blazin’ Fried Chicken flavour was inspired by the popular Nashville-style chicken from the US, which in September 2023 had been voted one of the most appealing meat style flavour options by Pringles fans. Meanwhile, Google searches for Nashville-style chicken in the UK have soared by 120% in the past 12 months.
“With the rise in popularity of hot and spicy foods in the UK, our new Blazin’ Fried Chicken flavour taps into this growing trend to give consumers more variety and choice when it comes to spicy snacks,” said Seanáin McGuigan, Pringles brand manager UKI.
“With January being the perfect time to turn up the heat, we’re confident Blazin’ Fried Chicken will become an immediate hit with spice-seekers across the country, and help our retailers also continue tapping into this trend.”
The new flavour joins existing Pringles Hot favourites: Flamin’ Cheese, Mexican Chilli & Lime, Smokin’ BBQ Ribs, Kickin’ Sour Cream, and Sweet Chilli – each with its own unique level of heat and intensity. Other flavours that are non-HFSS include Flamin’ Cheese, Mexican Chilli & Lime, Smokin’ BBQ Ribs and Kickin’ Sour Cream.
Spice-seekers can find Pringles Blazin’ Fried Chicken in all major retailers in the UK and Ireland from 1 January for an RRP of £2.50 for a 160g bag.
Celebrate National Shortbread Day with Walker’s Shortbread
The iconic Scottish brand is marking 6 January with a sweepstake for its American fans.
For over 125 years, Walker’s has been crafting premium all-butter shortbread for over 125 years, launching into the US market in 1995. Today, the continent is Walker’s most significant market, even honouring Sir Jim Walker CBE – who recently died at the age of 80 – with the 2024 Wallace Award by the American Scottish Foundation in recognition with the company’s contribution to transatlantic relations.
To show its appreciation to its American fans, the brand is giving away a year’s supply of Walker’s Shortbread and a collectible Walker’s Cookie Jar (valued at $350). But that’s not all. Also up for grabs are a Walker’s Gift Assortment featuring 10 of its most popular products and a Walker’s Cookie Jar (valued at $85); and a limited edition 125th Anniversary Kilted Girl Tin (valued at $24); along with boxes of shortbread.
The sweepstakes – open to US residents only – ends on 13 January, so don’t delay. Participants can enter online on Walker’s US website through ViralSweeps.
The New Primal wins listing in Costco
The high protein, low sugar meat stick brand has rolled out its Snack Mates Chicken & Maple Mini Sticks at selected Costco stores across the US.
The mini sticks are ideal for lunchboxes, after-school activities or on-the-go snacking – and will certainly appeal to parents looking for wholesome snacks. The New Primal has quickly established itself as a leader in the kid-friendly protein snack category, bridging the gap between adult and children’s snacks while inspiring healthier choices for all ages. The snacks contain 3g of protein, only 1g of sugar, and are free of the top 9 allergens and artificial preservatives.
The Costco-exclusive SKUs will feature a larger package of 20 mini sticks for an RRP of 12.99.
“The Costco Members asked and we listened,” said Jason Burke, founder and CEO.
“We’re excited to bring our Snack Mates to Costco members, furthering our mission to provide clean, convenient, and delicious protein options that fuel active lifestyles. This partnership with Costco is a significant step in making healthier eating habits more accessible to families across the nation who are striving for healthier choices amidst the chaos of daily life.”
Oreo’s most exciting year yet
The Mondelez-owned brand is kicking off the new year with an irresistible lineup of new additions to its classic cookie lineup and freezer aisle favourites.
- Oreo Game Day: Just in time for football season, this limited edition pack features five sporty embossments, perfect for game-day parties.
- Oreo Loaded: A permanent addition boasting Mega Stuf creme filled with Oreo cookie bits for a texture-filled treat.
- Golden Oreo Cakesters: Soft-baked nostalgia is back with golden snack cakes sandwiching a creamy filling.
- Oreo Irish Creme Thins: A really sophisticated snack infused with rich Irish cream flavour.
- Oreo Minis Peanut Butter: Bite-sized chocolate cookies filled with creamy peanut butter, ideal for on-the-go snacking.
- Oreo Bites & Mini Bars: Frozen crème-flavoured bites and mini bars coated in Oreo crumbs, made for portable indulgence.
Oreo fans can amplify their experience by joining the Oreo Dunk Club for exclusive perks, the latest product releases, sweepstake giveaways and even help choose future Oreo activations through surveys.
Raybern’s Egg White & Chicken Breakfast Sandwich
Available exclusively at Sam’s Club across the US starting in January, the Egg White & Chicken Breakfast Sandwich is designed to fuel busy mornings with convenience and flavour in every bite.
Combining ingredients like tender chicken breast, fluffy egg whites, rich American cheese, and a soft English muffin, the sandwich delivers 20g of protein and only 250 calories per serving. Ready in just minutes in the microwave, it’s a deliciously easy way to start the day.
“Your microwave’s favourite sandwich is here,” said senior brand manager Lexi Levang.
“We understand the importance of quick, nutritious meals that don’t compromise on taste or quality. We are thrilled to bring this delicious, protein-packed breakfast option to Sam’s Club shoppers everywhere.”
For over 30 years, Raybern’s has been delivering frozen deli-style sandwiches that combine quality, convenience and flavour. Founders Ray and Bernie Raybern spent years perfecting their signature bread recipe to ensure it cooks up ‘bakery soft’ straight from the microwave. The brand’s best-selling Philly Cheesesteak holds the title of America’s top-selling Philly Cheesesteak according to 2023 Nielsen Scan Data.
New lineup from Goldfish
Goldfish is starting 2025 strong with an expanded lineup of Crisps and Sweet Grahams, offering a mix of savoury and sweet options that cater to diverse snacking moments.
The Goldfish Crisps line – a hit since its debut last year – is welcoming two new permanent flavours
The Barbecue variant brings a sweet, smoky, and savoury profile that’s perfect for satisfying cravings, while Spicy Dill Pickle adds a fiery kick to the tangy pickle sensation that captivated fans during last year’s limited-edition release. Both flavours, designed to deliver bold taste and crunch, are available at major retailers like Walmart, Target, and Kroger for an RRP of $4.79.
On the sweeter side, the brand is introducing a new permanent collection of Sweet Grahams inspired by trending dessert flavours. The lineup includes Cinnamon Roll, a warm and comforting flavour with notes of vanilla; Strawberry, a fruity favourite buzzing across social media; and Vanilla Cupcake, an indulgent treat for those who love a touch of sweetness. These grahams are perfect for pairing with coffee, ice cream, or enjoying on their own. Priced at $3.69, they are now available at retailers such as Target, Kroger, and Albertsons.
Quinn debuts gluten-free PB&J Berry Pretzel Nuggets
Quinn Snacks has once again redefined snacking with the launch of its newest creation: PB&J Berry Pretzel Nuggets.
Certified Gluten-Free and Non-GMO Project Verified, these nuggets are vegan-friendly and made without corn, soy, wheat, or dairy.
Inspired by founder Kristy Lewis’s childhood love for peanut butter and jelly sandwiches, the PB&J Berry Pretzel Nuggets combine creamy peanut butter with the vibrant flavours of dried strawberries and raspberries. The result is a bold, nostalgic snack that delivers a true PB&J punch, ideal for busy snackers craving clean, natural ingredients.
“My go-to was a mix of strawberry and raspberry jellies, combined with creamy peanut butter on whole-wheat bread,” said Quinn.
“I ate them for breakfast, lunch, dinner, or as an on-the-go snack. It was my fuel during car trips, school lunches, and during the after-school shuffle.”
True to its mission of using ‘real food’, Quinn avoids artificial ingredients, focusing instead on responsibly sourced, neurotically vetted components. This new addition reinforces the company’s commitment to creating snacks that nourish people and the planet.
PB&J Berry Pretzel Nuggets hit Sprouts shelves in December and will be available online via Thrive Market in January, with more retailers to follow.
Cake or Death’s Veganuary Survival Kit
The UK bakery known for its indulgent vegan treats and iconic pink leopard print packaging, is making Veganuary deliciously easy with its Veganuary Survival Kit.
Perfect for the month-long plant-based challenge, the hamper includes goodies that freeze well, ensuring sweet treats are always on hand. Inside, you’ll find a box of Cake or Death’s signature fudgy brownies, Mixed Flapjacks, Bake At Home Cookie Dough, a Chocolate Fudge or Sticky Toffee Bake At Home Pudding with sauce, and a pair of cosy Cake or Death socks. A recipe sheet with vegan tips rounds out the kit.
Available until 31 January, the indulgent hamper is priced at £65 and can be delivered nationwide.
Snack Factory unveils Pop’ums
The brand behind Pretzel Crisps is redefining snacking once again with the launch of Pop’ums, a pretzel-inspired twist on popcorn. Combining the crunch of baked pretzels with the light, airy texture of popcorn, Pop’ums delivers a snack that’s perfectly bite-sized, surprisingly crispy, and packed with bold flavour.
Pop’ums is rolling out on retailer shelves across the US in three variants: White Cheddar, made with real cheddar cheese; Golden Mustard BBQ, featuring tangy, smoky, and peppery notes; and Sea Salt, a buttery option.
Packed in resealable bags, Pop’ums are ideal for at-home enjoyment or on-the-go snacking. Priced at $5.49 for a 9oz bag, the new SKU expands Snack Factory’s footprint into the $30bn salty snack category, while maintaining its legacy as the third-largest pretzel brand in North America. Since founding in 2004, Snack Factory has redefined pretzels with unexpected creations like Pretzel Crisps, Bites, and Drizzlers. With Pop’ums, the brand continues to push the boundaries of snacking innovation.
“Snack Factory forever changed snacking with the debut of Pretzel Crisps 20 years ago,” said Janda Lukin, SVP and chief marketing officer of Campbell’s Snacks.
“With Pop’ums, we are rethinking what a pretzel can be once again with a snacking experience unlike any other: combining the crunchy baked goodness of pretzels with the light, flavourful ‘munchability’ of popcorn to create an irresistibly delicious snack.”