01. October 2025

Snack seasonings inspired by USA, Mexico & Canada — a warm welcome to the Soccer World Cup

The Soccer World Cup is more than sport — it’s a celebration of culture, community, and shared moments. For snack producers, it’s also a major business opportunity: millions of fans snack more. Creating seasonal demand and measurable sales growth. Our latest concept captures the flavours of welcome from host nations USA, Mexico, and Canada — bold, vibrant, and comforting — in snack seasonings that excite fans and elevate brands.

A Taste of Welcome

The World Cup is a global stage of welcome — where nations open their doors, celebrate diversity, and invite the world to share in their culture. For snack producers, it also marks a period of exceptional momentum. Consumer demand rises sharply, creating space for limited-edition products that boost visibility and deliver measurable sales growth. The USA, Mexico, and Canada each bring their own character of hospitality — generous and layered, lively and expressive, warm and comforting. Our snack seasonings transform these culinary traditions into snacks that capture the spirit of togetherness and create unforgettable fan experiences.

As with every major sports tournament, what happens off the pitch can be just as fascinating as the game itself. Images of stunning landscapes, cultural diversity, and above all local cuisine are shared with the world. With our snack flavours, we capture exactly this culinary aspect and celebrate the taste diversity of the host countries. Each bite brings us, right in front of the screen, closer to the emotions on site. At the same time, our seasonings reflect major flavour trends and the ongoing search for new, exciting tastes.
Tobias Scheiwiller
Product Development Snacks, Hügli Nährmittel AG

Flavours of the Hosts

Each seasoning captures the flavour soul of its host nation. From the USA comes indulgent richness: the smoky depth of Kansas Style, the creamy tang of Cheddar Sour Cream, and the sharp, crunchy kick of Spicy-Dill Pickle. Mexico bursts with intensity, where zesty Chipotle & Lime sparks freshness, earthy Mole adds layers of cocoa and spice, and Fajita delivers sizzling, aromatic warmth. Canada offers comfort with a twist: the gentle sweetness of Salted Maple Syrup, the savoury depth of Poutine, and the refined smokiness of Salmon. Together, these flavours bring the welcome of three nations to life in snacks that taste as inviting as they sound.

Download Flavours of Welcome

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