Hormel and General Mills debut Cinnamon Toast Crunch bacon

US – Hormel’s Black Label Bacon has teamed up with General Mills’ Cinnamon Toast Crunch to launch the company’s first co-branded bacon product.

The limited-edition Black Label Cinnamon Toast Crunch combines thick-cut bacon with a hand-rubbed coating of General Mills' Cinnadust – a blend of cinnamon, sugar and salt – delivering a sweet and savoury flavour.

Set to hit Walmart shelves on 16 September 2024, and Kroger stores shortly after, this collaboration taps into both brands’ loyal fanbases and growing consumer interest in adventurous flavour pairings. ‘Sweet and savoury is a classic combination, and blasting Black Label bacon with Cinnadust was a no-brainer,’ commented Brandon Tyrrell, senior marketing communications manager for Cinnamon Toast Crunch.

With more partnerships expected in 2025, Hormel is positioning Black Label as a leader in flavour innovation, rebranding meat as a more fun and experimental category at a time when many people and eateries are putting meat back on the menu.