In 2026, the balance of power is shifting to retailers, where 88% of retailers surveyed by Deloitte desire increased collaboration with their CPG partners. CPG brands are increasingly getting creative, transferring well-performing, classic flavours from one category to another, as well as doing cross-brand promotions to remain relevant in ever-changing consumer behaviour patterns.

In 2023, PepsiCo tapped into the SWICY trend, combining sweet and spicy flavours, and launched a collaboration with a Copenhagen-founded spirits company to launch a Dorito-flavoured spirit. Fast forward to 2026, Absolut Vodka launched a collaboration with Tabasco, rolling out its spicy chilli vodka in 50+ markets. The ever-growing alcoholic RTD category is filled with cross-brand concepts too: Coca Cola & Jack Daniels, Captain Morgan & Pepsi, and Bacardi & Coca Cola ready-to-serve CPGs.

In 2024, Coca-Cola and Oreo launched a joint “Besties” limited campaign, combining the two individual brands’ signature tastes and iconography to deliver playfully unexpected innovations. Retail media and category analysis indicate that the Coca-Cola x Oreo collaboration delivered measurable incremental penetration and drove strong engagement across retail channels, consistent with Oreo’s broader strategy of using limited-edition co-branded launches to expand shopper reach and stimulate category growth.

2026 revealed a few interesting Scandinavian examples of how nationally anchored flavours were transferred from the CSD category through cold supply chains and into freezers in Denmark and Norway. In Denmark, Premier Ice Cream collaborated with Squash to launch a freezing-cold version of the classic orange-flavoured soft drink. In Norway, Ringnes and Henning Olsen did a similar collaboration and launched a Solo Super ice cream version. Sun Lolly’s two new summer flavours for the upcoming season feature a collaboration with local gummy producer Wally & Whiz to create additional momentum for the launch.

Speaking of gummies, in the US market, Olipop has teamed up with the functional gummy brand Grüns for a joint superfoods greens gummy leveraging “The taste of Olipop” and “The power of Grüns.” Even more unexpectedly, Olipop launched an additional collaboration with Goodwipes, transferring its Peaches & Cream flavour and scent to flushable wipes.

Sometimes a category drives a specific trend, as seen in the confectionery and candy section, where sour flavours are gaining momentum as brands lean into sharper, bolder taste profiles and “sour-fruity” combinations. Warheads has been one of the brands driving the sour-fruity trend, and in 2022, Ghost Energy introduced a sour candy-inspired energy drink line starting with Sour Green Apple. The partnership between Warheads and Ghost has since evolved into a recurring limited-edition flavour platform, including multiple extensions such as Sour Black Cherry and Sour Watermelon.