February 12, 2025 – The Super Bowl in the US is the biggest American football game of the year. It also has become a widely-watched cultural event nationally and around the world that involves consumers during the game and on social media. Consumers are a ready audience for food and beverage brands to introduce new Super Bowl food and beverage products for consumers to learn about before and during the big game and enjoy while watching the game and after.
Super Bowl: Opportunities to Innovate and Engage
The Super Bowl trends reveal that the event offers manufacturers an occasion for innovating to introduce new food and beverage products such as Super Bowl snacks, beverages, and other Super Bowl food that engage with consumers during the game and through social media and encourage trial of the new products. Millions of consumers in the US and around the world watch the Super Bowl so brands have the opportunity to promote their new food and beverage products globally. Consumers eagerly anticipate the limited-edition launches, trendy new beverages, and other creative products making their debut during Super Bowl advertising. Brands can achieve trial and long-term loyalty to their food and beverage products by combining innovation, timing, and social media approaches in their Super Bowl advertising strategies.
Monitoring Product Buzz on Social Media
An in-depth social media analysis of Super Bowl trends requires careful attention to the social media landscape and conversations about food and beverage launches connected to the Super Bowl. Innova Market Insights social media analysts monitor social media, along with press releases about products and companies, news articles, and articles in scientific publications to learn about the impact of Super Bowl product innovations on consumers and their social media activity. Top social media outlets to monitor are Facebook, Instagram, Pinterest, TikTok, and X.
Analysts from Innova Market Insights examine a number of social media measurements in the Super Bowl market. Engagement is the total number of interactions between users and paid, earned, and owned posts. Mentions are online conversations that can be monitored for trends. The reach of a post is its total number of unique users. Sentiment measures feelings about the subject of the post. Views considers the total number of times users have seen the content.
Beverage and Snacks Lead Super Bowl Innovation
Beverages and beverage innovations traditionally are featured in Super Bowl promotions:
- Super Bowl market trends highlight how beverage giant Pepsi used the occasion to introduce three new beverages at a Super Bowl food festival in host city New Orleans. Its DRIPS handmade beverage brand features Gen Z-friendly additions such as boba, cold foam, flavored creamers, and flavored syrups.
- Soft drink brand Bubly featured its new blueberry pomegranate flavor and engaged singer Michael Bublé in its new campaign. The new flavor was highlighted in Canadian promotions and social media outreach.
Snacks are popular Super Bowl tie-ins:
- Super Bowl trends reveal that pizza-inspired snacks are generating consumer activity on social media.
- Cheetos reintroduced its cheese pizza-flavored Cheetos puffs. The brand had been off the market for 20 years.
- Lay’s introduced “All Dressed” chips with a combination of flavors in a single chip – sour cream and onion, salt and vinegar, barbecue, and ketchup – that consumers requested through social media interaction with the company.
- Cheez-Its heralded two new flavors, including pizza, to encourage consumers to enjoy them while watching the Super Bowl. In 2025, the Super Bowl and National Pizza Day in the US fell on the same day.
- Dean’s expanded into five new dairy dip flavors in time for the top snacking occasion of the year, the Super Bowl. Its line-up of flavors features Creamy Dill, Jalapeño Popper, Mexican Street Corn, Guacamole Flavored, and Fiesta Taco dips. All were introduced into the Super Bowl food markets and retailers following the Super Bowl.
- Velveeta released a hearty snack food — football-shaped mac and cheese to align with game-day themes in a snack-meal fusion.
- Super Bowl trends show that Krispy Kreme added festive football-shaped doughnuts to its sweet snacks’ lineup as a fun and attractive way for consumers to celebrate the Super Bowl with family members and at game-day parties.
Brands use the Super Bowl to explore collaborations and unique offerings:
- Cinnamon Toast Crunch cereal joined with Totino’s pizza to create a sweet-savory pizza-flavored cereal suitable for all-day snacking in the Super Bowl market.
- Celebrity influencer Paris Hilton starred in the Franks’ RedHot digital campaign to promote its classic hot sauce. The partnership allows Frank’s RedHot to leverage her social media followers and strong cultural presence. The campaign’s use of a celebrity endorsement to promote its hot sauce can help elevate its visibility and sales.
Social Media Conversations Differ Between Men and Women
Super Bowl trends reveal that social media conversations differ between men and women. Men are most apt to talk about snacks like Buffalo chicken dip and guacamole, drinks, and Super Bowl advertisements about food and beverages, while women tend to talk about recipes. In 2025, recipes for parmesan smashed potatoes and garlic dips were popular and discussed on social media. Different social media campaigns can be targeted toward men and toward women to maximize the buzz.
This article is based on Trending in Super Bowl F&B Innovation – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
