• by Teresa Buyikian , November 8, 2024

The “swicy” flavor, which combines both sweet and spicy ingredients to create a distinct flavor profile, has been beyond hot (pun intended), trending on menus and in grocery aisles across the country for the last several years.

Now snack company Daily Crunch has joined forces with chili crunch pioneers Fly By Jing to drop a new snack exclusively available at Whole Foods: Sweet & Spicy Sichuan Sprouted Cashews & Edamame.

Both Daily Crunch and Fly by Jing are female-founded companies, as well as vegan, with a focus on real ingredients. Fly by Jing’s Chili Crisp debuted in 2018 after a successful Kickstarter campaign and is now available at retailers nationwide such as Target, Walmart, Costco, Whole Foods Market and Albertsons Safeway. among others.

We checked in with Daily Crunch CEO and Co-Founder Laurel Orley for more details.

Interview has been lightly edited for length and clarity.

Marketing Daily: How did you come to collaborate with Fly by Jing on the new Sweet & Spicy Sichuan Sprouted Cashews & Edamame?

Laura Orley: Our collaboration was inspired by our admiration for Fly By Jing over the years. As a WBENC Certified brand, we value the voices of female founders in the food and beverage industry, and Jing’s authenticity and commitment to bold flavors resonated with us. When we connected with the Fly By Jing team at Expo West 2023, their openness to collaboration was immediate. Together, we explored creative ways to merge our brands.

Marketing Daily:What are your marketing plans for the new swicy snack?

Orley:  Through a multichannel approach. This includes online promotions, paid and earned media, social media campaigns and in-store activations.

In anticipation of our launch, we partnered with hundreds of influencers and key media outlets who will receive custom boxes to help spread the word.

The snack will be an exclusive offering at Whole Foods through 2024, which provides a fantastic opportunity for visibility. Recently, Whole Foods featured Daily Crunch in its 2025 trends report, highlighting Sweet & Spicy Sichuan under the International Snacking trend.

Over the next few months, our team will embark on a roadshow across the country, conducting demos at Whole Foods locations and offering exciting giveaways. Additionally, we have a robust in-store plan to ensure that consumers can easily find the product on shelves, enhancing the overall shopping experience.

Marketing Daily: Why do you think “swicy” is so popular?

Orley: Swicy is definitely having a moment because it combines the best of both worlds — heat and sweetness — which creates a unique flavor experience that’s both exciting and satisfying. People are increasingly seeking bold, adventurous flavors, and swicy fits perfectly into that trend. Daily Crunch will be launching the flavor in different snack sizes in 2025, so consumers can enjoy this flavor not only in their pantry but also on the go.