Sour Patch Kids Oreos? Peeps Pepsi? What's behind the weird flavors popping up on store shelves

Ben Van Leeuwen scoops Kraft Mac & Cheese flavored ice cream Wednesday, May 15, 2024, in the Brooklyn borough of New York. Kraft Heinz approached New York-based artisanal ice cream maker Van Leeuwen a few years ago about macaroni and cheese-flavored ice cream.

While it's tempting to pass them off as social media stunts, experts say there’s more to the story. Food companies are responding to the changing and expanding tastes of consumers while also trying to keep brands relevant and distinct to win space on crowded store shelves. Toying with flavors can boost brands in several ways. Sometimes they bring new customers to a brand. They might also nudge buyers to pick up the original flavor, Russell Zwanka, director of the food marketing program at Western Michigan University, said.

Van Leeuwen's Kraft Macaroni and Cheese ice cream came out to rave reviews in 2021 and was re-released for a short time last fall.

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