The Big Game is here: deals galore

The Super Bowl, aka "The Big Game," is coming up this Sunday, Feb. 8, and brands are releasing deals to entice consumers to purchase tasty treats and snacks for their watch parties. Krispy Kreme is offering a Big Game Dozen, featuring six Football Doughnuts, two Goal Post Doughnuts, and four Original Glazed Doughnuts. Patrons can also "go for two" all weekend by buying a dozen and getting an Original Glazed dozen for just $2 (limit two in-shop/drive-thru, limit one online). Other deals: movie chain Cinemark is offering its concessions at a discounted rate—on Feb. 8, all order of $25+ will be 50% off when ordered through Doordash, GrubHub, and Uber Eats. And speaking of Uber Eats, retailer Aldi is promoting its SOS "Save Our Spreads" Big Game Bundle, through Feb. 8—shoppers can get select must-have snacks, dips, and appetizers for a 30% off discount when they apply code ALDISOS to a $60+ cart.

SNAC International reveals salty data

Courtesy of Srattha Nualsate/Pexels

Americans purchased 22 billion pounds of salty snacks for $742 billion during the last Super Bowl week, enough to fill 2,755 semi-trucks, says SNAC International, which just released its annual Super Bowl week snack data. The Circana data, commissioned by the org, says that number accounts for over half of the $1.3 billion in total snack sales for the week. The analysis compared dollar sales from Super Bowl Week 2025 (week ending Feb. 9, 2025) with the week leading up to the 2024 Super Bowl. The most gains included: RTE popcorn/caramel corn (+25.4%), pretzels (+22.5%), pork rinds (+13.6%), corn snacks (+9.2%), potato chips (+8%), tortilla/tostada chips (+6.9%), and cheese snacks (+3%). 

Confectioners, snack producers on the small screen

Courtesy of Ferrara

Even if you're not into football, you may want to tune in to the Super Bowl for the ads, including some from snack, bakery, and confectionery producers. This year's includes:

• Ferrara's Nerds brand: "Taste Buds" follows Gummy's glamorous red carpet debut with Andy Cohen as its "Taste Bud." Together, they showcase Gummy's mega transformation into something crunchy, gummy, and juicy, mirroring the multisensorial experience where Nerds' flavors, textures, and senses unite, the brand says. The full ad is expected to air during the second quarter of the Big Game. 
• General Mills' Totino's brand is bringing back Chazmo, its pizza-loving pal, and expanding its universe with "Chazmo: The Musical," a fully produced, Broadway-inspired musical that shares Chazmo’s untold backstory ahead of football’s biggest night. 
• Mondelēz International's Ritz brand is headed to Ritz Island with actors Bowen Yang, Jon Hamm, and Scarlett Johansson. Following last year’s Big Game debut that introduced the Ritz Salty Club, year two doubles down on the brand’s signature saltiness while expanding the creative universe.
• PepsiCo's Lay's is doubling down with two Super Bowl ads, for the first time ever. Lay's is returning to the farm with a new :60 spot, "Last Harvest," which will air during the first half of the game (and, bring your Kleenex for this one; it's directed by Taika Waititi, and follows a father-daughter farming duo as they pass down their legacy). Its second, :30 spot will kick off "The Lay's Challenge,"  a limited time consumer-first activation designed to prove—live on the biggest stage—just how quickly potatoes become Lay’s chips.    

Farm Rich offers Ultimate Game Day Hosting Packs

Courtesy of Farm Rich

With the Big Game almost here, frozen foods brand Farm Rich is helping consumers host the ultimate watch party—without the stress. The brand gave away 10 Ultimate Game Day Hosting Packs, with the contest ending Feb. 5, each featuring a premium air fryer and Farm Rich frozen snack coupons to feed up to 20 guests. To further elevate Game Day entertaining, the brand is teaming up with football insider and TV personality Laura Rutledge, reportedly known for her all-access perspective on football culture both on and off the field. Rutledge is sharing her personal hosting hacks and go-to snacks to help consumers create a seamless, high-energy watch party at home.

Pinkbox Doughnuts announces its Big Game lineup

Courtesy of Pinkbox Doughnuts

Pinkbox Doughnuts is gearing up for the “Big Game” with its own specialty doughnut lineup. The festive doughnuts will be available for sale at all Pinkbox Doughnuts shops during Super Bowl weekend only, Saturday, Feb. 7 and Sunday, Feb. 8. The Pinkbox Doughnuts starting lineup includes: New England Patriots Pinky, a glazed vanilla cake topped with vanilla buttercream, covered in Patriots frosting with Patriots décor; Seattle Seahawks Pooh, a glazed chocolate cake topped with chocolate buttercream, covered in Seahawks frosting with Seahawks décor; Game Ball, a maple frosted raised football topped with football décor; No. 1 Fan, a glazed raised doughnut in the shape of a No. 1 finger; and 50 Yard Line, a green frosted raised bar and topped with football stadium décor.