Back button image Home

2024 Faire Forecast: Unexpected collabs

December 13, 2023 | Published by Faire

Twitter Share Icon Facebook Share Icon Linkedin Share Icon
Link copied to clipboard
Link Share Icon
2024 prediction: unexpected collabs
2024 prediction: unexpected collabs

This post is part of the Faire Forecast: our predictions for the buying trends that will shape 2024.

Ranch-flavored ice cream, caviar on Pringles, vodka-infused chocolate truffles: 2023 saw some unusual and creative collaborations between food and beverage brands. Whether it’s infusing chocolate with chili crunch or making mocktails out of olive oil, brands from Hidden Valley Ranch to Momofuku have been teaming up and thinking outside the box to create buzzworthy product combinations. 

“Collaborations like this aren’t new, but they feel new to food and beverage,” says Alli Ball, a former grocery buyer who now runs her own wholesale consultancy, Food Biz Wiz. Alli believes consumers are flocking to these products for two reasons: the sense of FOMO created by what’s often a limited-edition product run and the built-in trust that comes from knowing one, if not both, of the collaborating brands.

“Marketing is becoming more expensive in the food and beverage industry,” says Alli. “These collaborations are a creative way to get in front of someone else’s trusted, aligned audience.”

Of the top 10 brands in Faire’s Food and Beverage category in 2023, four of them participated in a product collaboration with another brand this year.

And it’s worked. Both Momofuku’s chocolate bars made in collaboration with Raaka Chocolate and Aura Bora’s non-alcoholic Olive Oil Martini made in partnership with Graza quickly sold out after launch.

These types of unexpected collabs are a powerful marketing tool for brands looking to stand out in the food and beverage industry, and in 2024, among an increasingly competitive landscape, we predict the popularity of these unique and attention-catching partnerships will only grow. 

“With the rising cost of advertising on big platforms, emerging brands have to be as scrappy as possible and look to other channels,” says Cameron Faist, VP of Growth at Aura Bora, whose recent partnership with Graza marked its first venture beyond sparkling water into the non-alcoholic realm. “Our product collab was a strategic approach to a long-term partnership and sharing of audiences. I think the opportunity for two brands to bring two like-minded communities together and share those audiences is why we’re seeing so much collaboration across so many different categories.”

Shop the prediction

  1. Olive Oil Non-Alcoholic Martini – Aura Bora x Graza
  2. Perrin Beer Cheese Pretzels – Pop Daddy Snacks x Perrin Brewing Co.
  3. Cosmopolitan Bears – Sugarfina x Chopin Martini 
  4. Smoked Salmon with Sichuan Chili Crisp – Fishwife x Fly by Jing
  5. Chocolate Trio – Momofuku x Raaka 

Read the rest of our 2024 predictions

New to Faire? Sign up to shop, or apply to sell.

More articles in Wholesale Trends

Faire Fashion Index: May 2024

CTA Image

Read

CTA Hover Image

What’s hot in wholesale: Our summer 2024 trends report

CTA Image

Read

CTA Hover Image

Faire Fashion Index: April 2024

CTA Image

Read

CTA Hover Image

Subscribe to our newsletter to get the latest from Faire!

What type of business do you have?

I'm a
Learn more about how we use and protect your data at Faire. Privacy at Faire
Enter your information to download the free report
Success! Check your email to
complete your download.

Are you a brand? Sign Up to Sell on Faire

By proceeding, you're agreeing to our Terms and Privacy Policy
Shop wholesale, online
Purchase from over 100,000 unique brands. Sign up for free!
By proceeding, you're agreeing to our Terms
and Privacy Policy
Shop wholesale, online