The partnership aims to make brands more memorable as private labels and weaker grocery demand squeeze CPGs.

Foodmakers are relying on a combination of novelty, limited-edition releases, and pop culture tie-ins to keep shoppers interested in their wares. In recent weeks, Kraft released apple pie-flavored mac and cheese, Taco Bell introduced a Mountain Dew-flavored pie, and Hostess rolled out Wicked-themed cupcakes. Delivering a steady stream of fresh and unusual products is one way for food companies to keep private labels from further encroaching on their market share. It’s also an effective way to get the attention of younger consumers, whose desire for novelty and enthusiasm for limited-time offers helps spur impulse purchases.