In a world where budget-conscious consumers are cutting back on snack spending, major food brands are turning to star power to reignite interest and drive sales. Mondelēz International, PepsiCo, and other snack giants are betting on celebrity partnerships to make their products more appealing to younger generations.

Ritz crackers, a 91-year-old brand experiencing a sales slowdown, has enlisted Bad Bunny to help modernize its image. The strategy includes introducing trendy flavors like hot honey and creating culturally relevant marketing campaigns that resonate with Latino audiences. Similarly, Oreo has collaborated with Selena Gomez to create a horchata-inspired cookie, following successful previous partnerships with Lady Gaga and Post Malone.

These collaborations aren’t just about novelty; they’re a strategic response to changing consumer behavior. As Jenny Zegler from Mintel Food and Drink explains, snacking has become more of a “fun purchase” during tight economic times. By leveraging celebrity credibility, brands hope to justify slightly higher price points and maintain consumer interest.

Doritos is also jumping on this trend, releasing a “Golden Sriracha” flavor and tapping actor Walton Goggins for a cheeky marketing campaign. The approach reflects a broader industry strategy to stay relevant and exciting in a competitive market.

For Gen Z and Millennial consumers, these collaborations offer more than just a snack – they represent a cultural moment, a connection to favorite celebrities, and a brief escape from economic pressures. Brands are betting that these star-studded partnerships can transform mundane snack purchases into experiences worth sharing.