Bag charms have emerged as a hot new trend in branded consumer packaged goods merch, with food and beverage companies now joining fashion brands in the space.
Major fashion names like Vera Bradley, Coach, and Anthropologie popularized the trend. Now, companies in the food and beverage sector are launching their own branded charms. In October, Kraft Natural Cheese introduced Pocket Parm, a portable version of its parmesan cheese. Cava converted its signature yellow takeout bag into a limited-edition charm for a single day in August. Jack in the Box launched Jibbis, a series of blind-bag collectible charms featuring its mascot in January.
Why Brands Are Adopting Bag Charms
The trend appeals to young consumers who want to personalize their accessories and showcase their interests. On Etsy, searches for purse bag charms have risen 27% in the last three months compared to the same period last year. Toy company Funko also reported double-digit growth for its Loungefly brand, driven by bag charms and pins.
Cava saw a direct impact from its bag charm launch. The company ran out of the charms and noticed increased sales and traffic on the day they were available. “It becomes a new reason for people to come to Cava,” said Silmo Bonomi, Cava’s vp of brand and creative. The brand’s Instagram post about the drop garnered nearly 2,000 likes, with comments like, “Plotting how to leave work for this.” Other brands, like Bubble, even joined the conversation online.
This charm followed a 2023 promotion for Cava’s Hot Harissa Meal, which featured pita chip plushie bag charms designed in partnership with creator Thaddeus W. Coates. The collection included four characters: Peter Chip, Jimmy Harissa, Garlic Gus, and Sweet Sammy. Cava is willing to create more bag charms in the future if customer demand continues, Bonomi said, applying the same level of care to its merch as it does to its food.
Leveraging Social Media and Exclusivity
Social media plays a key role in driving excitement for these products, creating a sense of urgency. Kraft Natural Cheese has launched Pocket Parm only in Los Angeles and Orlando, and it does not sell the product online. Instead, the brand uses a mobile truck to distribute the charms for free, often working with influencers to promote its locations.
Kraft’s initial Instagram post about Pocket Parm drew more than 48,000 likes. “We have people saying, ‘Don’t ghost me. I’ll be there!'” said Dhriti Batra, director of Kraft Natural Cheese at Lactalis Heritage Dairy. The brand plans to expand the truck’s reach to more locations in 2027.
Testing the Waters with New Flavors
Kraft Natural Cheese developed Pocket Parm to address consumer desires for convenient flavor on the go. The product is shelf-stable until opened, making it easy to carry. It is designed for occasions like late-night study sessions or business trips. The company does not recommend refilling the Pocket Parm once it is opened.
A Larger Trend in Branded Merchandise
Bag charms are part of a broader surge in branded merchandise across many industries. Companies ranging from Grillo’s Pickles to the grocery store H-E-B have adopted this strategy. In 2021, Liquid Death reported $3 million in sales of branded merch. Its items included $14 dog toys and $500 mini-fridges.
In 2023, Organic Valley launched a store with 13 different items, including shirts. This venture was positioned as a platform for people to express their values. The items were intended to support small family farms. The rise of CPG bag charms also coincides with a busy period for co-branded food merch drops. This summer, Gap released a line of hoodies and tees with Los Tacos No.1. Dunkin’ partnered with influencer Chelsea Parke on drinks and sweatshirts.
Beauty and Marathon Marketing Trends
Korean beauty brand Monclos draws inspiration and ingredients from France. Svedka, after facing backlash for an AI ad, now challenges consumers to create a 15-second Super Bowl commercial. Trunk shows are evolving with exclusive locations, free perks, and live entertainment.
