King’s Hawaiian has announced the nationwide release of its new Soft Swirl Cinnamon Bites alongside a campaign titled Mmmoments. The new product joins the bakery brand’s snack lineup, expanding on the Soft Pretzel Bites line introduced in 2024.
To launch the product, the company partnered with musician Taylor Hanson of the pop-rock group Hanson to record “MMMBites,” a updated version of the band’s 1990s hit song “MMMBop.” The campaign features a series of video spots where Hanson shares the snack during routine daily activities.
The Soft Swirl Cinnamon Bites feature cinnamon baked into the company’s signature dough. Designed for sweet and morning snacking occasions, the bites can be eaten directly from the packaging or heated prior to serving.
The advertising campaign was created in partnership with agencies Alison Brod Marketing & Communications and Erich & Kallman. The video series debuted with a initial spot centered on workplace routine adjustments.
The new cinnamon bites are currently available at major grocery retailers nationwide alongside existing pretzeled snack products. The release marks an ongoing expansion of the family-owned company’s packaged snack offerings.
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