BOSTON — Known for its broad collection of cross-market creations, PopUp Bagels is reengaging one of its collaboration partners for a spicy reunion.
The chain worked alongside Grillo’s Pickles to create a Hot Pickle Butter schmear to pair with its fresh-from-the-oven bagels through June 10, available in store while supplies last, with limited availability each day. The spread includes the pickle brand’s hot chips in addition to habanero and jalapeño peppers for a spicy bagel accent.
“At this point, Grillo’s is one of those brands we’ll keep coming back to,” said Adam Goldberg, founder of PopUp Bagels. “A great bagel with a great pickle just works. Both brands take familiar things people already love and push them somewhere louder, bolder and a little unexpected. Hot Pickle Butter felt like the obvious next move.”
The brands first worked together Pickle de Gallo schmear for National Pickle Day.
“We’re pumped to reunite with a brand that, like us, has a loyal following and hear what both our passionate fans have to say about our latest creation,” said Mark Luker, chief commercial officer at Grillo’s Pickles.
Previous partnerships for the bagel brand include other spicy offerings like Mike’s Hot Honey and CPG collaborations with Cheez-It and Guinness.
Since debuting a franchise model in fall 2024, PopUp Bagels’ footprint has expanded from its Northeast origins to more than 300 locations nationwide.
