NEW YORK — PopUp Bagels is joining forces with Mike’s Hot Honey for a week-long collab featuring two new schmears falling under the “swicy” flavor profile.
Customers will find two limited-time cream cheese spreads featuring the sweet heat flavor: Hot Honey Butter and Extra Hot Honey Peach.
“In the early days, we were making small batches of bagels in my backyard and always reaching for Mike’s Hot Honey because it was simply the best,” said Adam Goldberg, founder of PopUp Bagels. “To now be launching a collaboration together feels like a full-circle moment. Two brands that have grown side by side, now coming together in a way that still feels true to where we started.”
As the heat-meets-sweet trend garners mass appeal, this partnership bridges the gap between the two markets.
“This collaboration is the kind of culinary fun we love to be part of,” said Mike Kurtz, founder of Mike’s Hot Honey. “PopUp Bagels has built a passionate following by delivering unexpected flavor experiences and that’s exactly what we aim to do with every bottle of Mike’s. We’re excited to bring some sweet heat to their lineup and to the bagel fans who crave bold toppings.”
The schmears will be available at all 13 PopUp Bagels locations in New York, Connecticut and Massachusetts until July 30.
