Food industry companies launch seasonal products and collaborations

Food and beverage companies are launching new seasonal products and promotional campaigns to capture market share.

In Japan, Marudai Food has announced 24 new or renewed products for the autumn 2026 season. To combat rising material costs, the company is focusing on flavor expansion and strategic collaborations. This includes a partnership with culinary influencer Ryuji for a new smoked sausage line, as well as the introduction of affordable pork loin chashu and new black pepper flavored chicken nuggets. The company is also utilizing original characters like ‘Dubu-maru’ to increase brand recognition for its Sundubu series.

In the fast-food sector, McDonald's and KFC are engaging in seasonal product competition. McDonald's is introducing its ‘Crispy Chicken Burger’ series and offering BT21 character collectibles. KFC has launched a ‘Lava Four Cheese Crispy Chicken Burger’ featuring a blend of cheddar, parmesan, cream cheese, and mozzarella. Additionally, brands like Ding Da Gua and San Shang Food are running promotional events and limited-time menu items, such as peanut sauce pork cutlets and discounted fried chicken buckets, to drive autumn sales.