Provided some independent feedback/opinion on this KFC x Calbee cross-branding exercise from Japan: original and hot KFC-flavored potato chips, with little background info, except knowing that both Calbee and KFC are companies / brands not afraid to try something new (KFC being a trailblazer with alternative meats and vegetarian options in some markets). I was surprised to learn that this partnership has been alive since 2013.
The first collaboration on snack products for the Japan market was a wildly successful salt ginger chicken flavored potato chip (discontinued in 2015). Since then, Calbee/KFC shifted their cross branding attention to the China market with flavors such as Zinger Burger.
My first reaction was you might want to add 'novelty' to a typical cross-branding stage-gate checklist: innovation; differentiation; brand awareness through exposure to new consumers; and customer loyalty (creating a sense of exclusivity and shared experience between the two brands). But at the end of the day, proper sensory testing and pricing will determine if this has a chance of succeeding elsewhere.
You can read the full press release here: https://www.globenewswire.com/news-release/2024/06/26/2904699/0/en/Generous-Brands-Announces-Joint-Distribution-Deal-With-SAMBAZON.html