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Creating limited-edition branded merch is one of the top ways food brands are winning over Gen Z and Millennials. 

Oct 20 2021

Creating limited-edition branded merch is one of the top ways food brands are winning over Gen Z and Millennials. By now you know about Panera’s swimwear line, Arby’s sandwich-themed Hawaiian shirt (don’t get us started on Arby’s scented “meat sweats”), Oscar Mayer’s tracksuit, and every other food brand that has launched merch this year. The trend certainly isn’t new—Budweiser has been owning the branded t-shirt game for decades—and creating merch has become a top way for brands to get in on the latest fashion trends in a grab for connecting with young brand fans. SunnyD for example leaned into social media buzz before dropping SunnyD streetwear, giving “diehard fans the opportunity to represent the orange drink “beyond social media and into the real world,” says SunnyD’s brand manager, Abby Porada. The brand receives an average of more than 100 DMs per week from fans asking about SunnyD apparel. Influencer food collabs are also big with young consumers, who say it’s their No.1 type of branded content they like to see, according to YPulse’s influencers and celebrities research. (Adweek)