For Good (Eating): Betty Crocker Launches ‘Wicked’ Mix
To celebrate Universal Pictures’ spectacular film adaptation of “Wicked,” the beloved stage musical that has thrilled and delighted audiences for two decades, Betty Crocker is unleashing two new “Wicked”-inspired treats that are sure to be popular among baking and theater fans — Betty Crocker’s first-ever “mix-to-reveal” kits for Cookie Dough Pops and Cupcakes!
“Wicked,” in theaters Nov. 22, is the untold story of the witches of Oz: Elphaba, a young woman, misunderstood because of her unusual green skin, who has yet to discover her true power, and Glinda, a popular young woman, gilded by privilege and ambition, who has yet to discover her true heart.
Fans will get to experience the magic of “Wicked” with this bewitching duo of Betty Crocker mixes. Are you an Elphaba, or a Glinda? Since pink goes good with green, the vanilla-flavored mixes change colors as the ingredients are stirred, revealing if bakers will be conjuring up a positively green treat like Elphaba, or a perfectly pink one like Glinda.
“For more than 100 years, fans have trusted Betty Crocker to bring joy into the world through homemade love, and baking with Betty Crocker is the perfect way for families to build up excitement for the new ‘Wicked’ film,” said Jenny Jonker, Betty Crocker brand experience manager. “The opportunities for baking are truly ‘unlimited’ with Betty Crocker’s very first color-revealing innovation and new magical baking mashups. We can’t wait to see everyone’s enchanting and delicious creations.”
In addition to this spellbinding duo of Cookie Dough Pops and Cupcakes, fans can make additional, magical concoctions with six classic Betty Crocker products now featuring Wickedly Better Together recipe combinations. Each Betty Crocker brownie, cake, and cookie mix, as well as frosting, is packaged in special “Wicked”-themed boxes and features fun, amazifying recipes that combine two baking mixes for one darlingest treat that is sure to please everyone in the Land of Oz:
- Fantabulous Brookie: Some things are just better together — like combining Betty Crocker Chocolate Chip Cookie Mix and Delights Supreme Triple Chunk Brownie Mix.
- Thrillifying Cupcake: Defy gravity with Betty Crocker Super Moist Yellow Cake Mix and Fudge Brownie Mix.
- Outstandiful Cookie Pie: Change yourself for good by mixing Betty Crocker Delights Super Moist Triple Chocolate Fudge Cake Mix and Rich & Creamy Vanilla Frosting.
Fans can find Betty Crocker “Wicked”-themed “mix-to-reveal” kits for Cookie Dough Pops and Cupcakes at retailers nationwide for a suggested retail price of $5.98. For more information about the new mixes and “Wicked”-themed products, visit www.BettyCrocker.com, or follow @BettyCrocker on Instagram and TikTok.
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Hain Celestial Sells ParmCrisps to Our Home
Hain Celestial Group, a leading global health and wellness company whose purpose is to inspire healthier living through better-for-you brands, has completed the sale of its ParmCrisps snack brand to independent wholesome snacks company, Our Home. The transaction further optimizes Hain’s better-for-you portfolio and streamlines its supply chain to drive greater operational efficiency and margin expansion. Proceeds from the sale will be used to pay down company debt.
“By divesting ParmCrisps, we can continue to prioritize driving market reach and category scale of our core better-for-you brands,” said Wendy Davidson, Hain Celestial Group president and CEO. “This transaction further simplifies our better-for-you portfolio and streamlines our supply chain for operational efficiency and margin expansion.”
Earlier this year, Hain announced strategic actions to advance the company’s Hain Reimagined transformation by focusing on accelerating growth in key brands across snacks, baby and kids food, beverages, meal prep and personal care, and simplifying its global operating footprint. These efforts have included the sale of cookie brand Thinsters and the Queen Helene personal care brand, along with sub-category exits across its product portfolio.
With the sale of ParmCrisps, Hain will reduce its manufacturing footprint and co-manufacturer network while also streamlining its vendor base. The company recently released its Q4 and Full Year 2024 earnings and reported delivery of its updated guidance, gross margin expansion, and improvement in debt leverage.
In Fiscal 2025, the company is focused on commercial execution and leveraging the benefits of its scale model to expand reach and accelerate top- and bottom-line growth to deliver long-term shareholder value.
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Albertsons Debuts Overjoyed, Overjoyed Boutique Lines
Albertsons Companies, Inc. has introduced its newest Own Brand, Overjoyed , marking the company’s first major private label debut in recent years. Designed to inspire and elevate every occasion, Overjoyed offers shoppers a curated selection of colorful and tasty products including cupcakes, candles and liners; cookies; chocolatey trail mixes; cheesecakes and sprinkles. An extension of Overjoyed, Overjoyed Boutique features decorative vases, candles and seasonal gifts to make every day sparkle.
Overjoyed and Overjoyed Boutique are available now in Albertsons Cos. stores including Albertsons, Safeway, Vons, Jewel-Osco, ACME and Shaw’s.
“At Albertsons Cos., we are dedicated to bringing people together around the joys of food, and our newest Own Brand, Overjoyed, underscores this commitment by helping shoppers celebrate the joys of every day and connect with loved ones,” said Brandon Brown, SVP Own brands for Albertsons Cos. “We are constantly evaluating how well we’re meeting our customers’ needs through our Own Brands portfolio, and we realized we had an opportunity to create a brand to celebrate life’s every day, special moments.
“With Overjoyed, we look forward to helping our loyal customers create an emotional connection and lasting memories from hosting a hot fudge sundae party to surprising the family with cupcakes for dessert to treating a teacher or neighbor with holiday trail mix ‘just because’.”
Overjoyed high-quality products can be found throughout the store in key categories including bakery and décor, snack mixes, candy, cookies and celebration supplies. Shoppers will be tempted by indulgent treats such as French macarons , s’mores trail mix and chocolate fudge brownie ice cream cake . For customers looking to create their own desserts, Overjoyed offers whimsical fairytale princesses or dinosaurs and sharks sprinkles , colorful cupcake liners , decadent chocolate chips and marshmallows, to name a few.
Overjoyed Boutique features giftable items for any occasion such as a scented candles, elegant flower vases and seasonal décor. Additionally, each holiday season, the line will introduce seasonal items and treats to celebrate such as vampire fang gummies and decorate-your-own graveyard cookie kits for Halloween.
Promoted via the company’s email, social and digital channels, marketing features a lively color palette, captivating details, sparkles and a consistent teal logo, bringing the brand’s optimistic, cheerful and magnetic personality to life.
This is the latest addition to the company’s Own Brands portfolio, which includes trusted household names such as Signature SELECT, O Organics, Lucerne, Open Nature, Primo Taglio, waterfront BISTRO, Soleil and Value Corner.
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