Kellanova Teams Up With US Soccer to Launch New Limited Edition World Cup Snacks
Months before the first whistle blows, grocery aisles begin to change, limited-time products appear, and familiar brands look for ways to become part of the celebration. As excitement builds around the 2026 FIFA World Cup, one food company has already made its move. A new partnership is bringing together one of America’s most recognizable snack brands and one of the country’s biggest sports organizations.
Soccer Fever Is Reaching Grocery Shelves
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On April 27, Kellanova announced a partnership with the United States Soccer Federation that will introduce six limited-edition snacks ahead of the 2026 FIFA World Cup. The company, whose brands include Cheez-It, Pop-Tarts, Pringles, Rice Krispies Treats, and Town House, is rolling out special releases tied to the tournament and United States team spirit.
The timing is definitely not a coincidence. The FIFA World Cup begins on June 11, 2026, and brands are already looking for ways to connect with fans before the action starts. Kellanova, now part of Mars Snacking, is also serving as the official snack partner of the United States Soccer.
Familiar Favorites Get A World Cup Twist
Instead of introducing entirely new brands, Kellanova is putting a soccer-inspired spin on products shoppers already know. The lineup includes Cheez-It Original Flags & Stars, which swaps the usual square cracker shape for stars and flags. Town House is taking a similar approach with flag-shaped versions of its classic crackers.
Pop-Tarts is joining the celebration with Star-Spangled Blueberry, featuring a red pastry shell, blueberry filling, white icing, and red and blue sprinkles.
Rice Krispies Treats is undergoing a patriotic makeover that adds red, white, and blue sprinkles to the classic snack.
Two products are very distinct in going beyond appearance alone. Cheez-It Chili Cheese Dog is a new flavor inspired by a ballpark favorite, while Pringles Spicy Loaded Nachos combines jalapeño, cheese, and savory nacho flavors in a limited-edition release.
More Than Just New Flavors
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For many people, major tournaments are as much about gathering with friends and family as they are about the games themselves. Watch parties have become a key part of the experience, thus creating opportunities for food brands to become part of those traditions.
Kellanova embraced that idea when positioning the products as companions for match days, celebrations, and group-viewing events.
United States Soccer’s chief marketing and communications officer, Catherine Newman, described the collaboration as a way to connect with supporters during the moments that matter most, including matches, watch parties, and shared fan experiences.
Hitting Stores Before Kickoff
Fans won’t have to wait until the tournament begins to try the new products. Kellanova says the limited-edition snacks already started appearing at retailers nationwide in May.
The company also plans to feature additional United States Soccer-themed promotions through special in-store displays at select locations.