• by Sarah Mahoney , June 27, 2024

Is there a limit to how many young consumers will proudly wear their favorite CPG brands? Maybe not, with Heinz Ketchup announcing a new capsule collection and Kate Spade and Cheetos introducing a new backpack line with Sprayground.

Heinz’s limited-edition combo with Kate Spade, the Tapestry-owned fashion brand, splashes the brand’s beloved red color into a summery collection of totes, including one that looks exactly like a foil ketchup pack. Other items include pouches, small leather goods, tees, footwear, keychains and phone cases.

The companies call the partnership “condiment couture” and say the two brands have much in common. “Both brands have incredibly loyal fanbases that transcend generations,” says Megan Lang, head of Heinz’s brand communications and creativity,” in the announcement. “At Heinz, we love to celebrate the unique and unconventional ways our fans show their love for us, and this collection is the perfect opportunity to do so.”

It’s the latest in Heinz’s “Irrational Love” creative platform.

The items are priced from $45 to $398 and are available in Kate Spade stores, online, and in some wholesale locations.

Pepsico’s Cheetos says Chester Cheetah is also looking for his fashion moment, appearing on limited-edition backpacks made by Sprayground, the trendy bag and luggage company. With the character’s trademark smirk and sunglasses, the “Dangerously Cheesy” motto, and a generous sprinkling of Cheetle dust, the bag is pure Cheetos. But Chester is also clutching a silver shark, linking it to Sprayground’s trademark shark mouth graphics.

The bag has many of the features Sprayground’s packs are known for, including a fleece-lined laptop sleeve, a separate velour sunglass compartment, ergonomic padding, and adjustable straps. It also includes a slide-through back sleeve that connects to carry-on luggage.