The Super Bowl isn't just a championship game; it's an unparalleled cultural phenomenon, where food takes center stage in the festivities. For snack manufacturers, it represents a golden opportunity to connect with consumers through bold flavors and innovative ideas during one of the biggest limited-time offer (LTO) occasions of the year. With millions tuning in and spending billions on game-day essentials, the Super Bowl is a prime moment to elevate snack offerings by drawing inspiration from the top snacks that dominate this annual celebration. From the crispy perfection of chicken wings to the universal appeal of pizza and chips, crafting standout seasonings inspired by these favorites can help manufacturers meet demand and create memorable, crave-worthy products.

The Super Bowl is about many things: competition, camaraderie, and — most of all — comfort food. Each year, Americans spend around $80 per person on Super Bowl watch parties, with the lion’s share going toward food.

Restaurants and food manufacturers looking to capitalize on the spending smorgasbord must hone in on the snacks that are doing the best at attracting consumer attention and try to find ways to stand out in a crowded marketplace. 

With that in mind, these are the top three snacks enjoyed on Super Bowl Sunday, along with ways you can tweak them to your advantage:

 

 1. Chicken Wings

Last year, the National Chicken Council predicted that Americans would consume roughly 1.45 billion wings during their Super Bowl festivities. It’s no surprise, seeing as wings remain a popular perennial snack for the big game. But how can you attract consumers with wings that walk the fine line between classic comfort and innovative flavor profiles? 

Consider sauce combos! They’re a great way to innovate without straying too far from customer favorites. Liquid Gold sauce, for example, often features honey mustard combined with BBQ, buffalo, or teriyaki. There’s also Black Gold, a complex sauce featuring a base of vinegar, brown sugar or molasses, and Worcestershire sauce, among other ingredients. Industrious chefs might add black garlic to the mix for an extra kick. The idea is to retain the nostalgia of beloved sauces while adding some novelty to the mix.

 

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 2. Pizza

Americans order an estimated 12.5 million pizzas on Super Bowl Sunday alone, and recent trends have seen a spike in interest in fusion flavors on pies. Innovative concoctions like butter chicken pizza and garlic naan dough fit the comfort food category. At the same time, alternative diet options like gluten-free and vegan pies ensure that everyone at the party has something to eat. 

Artisanal recipes, including premium oils, fresh ingredients, housemade sausages, and sauces, are proving appealing to a market looking to selectively spend on small indulgences.

 

Related: New and Emerging Flavors in Food and Beverages for 2025

 

 3. Chips

As finger foods go, there’s no denying the diversity and convenience provided by chips. An ever-popular party snack, chips are affordable, delicious, and available in a range of options, ensuring they suit guests with dietary restrictions. Add dips to the mix, and the potential flavor combinations expand exponentially.

When it comes to innovation, Doritos often leads the pack in the run-up to the big game. Last year, parent company Frito Lay introduced a new, rolled shape and several new Doritos Dinamita flavors leading up to game day, including:

  • Chile Limón
  • Flamin’ Hot Queso
  • Smoky Chili Queso
  • Tangy Fiery Lime
  • Hot Honey Mustard

While Dinamita Sticks are on the way out in 2025, the latest Doritos flavor to hit the market is Tangy Golden Sriracha, proving that spicy is still a hot trend. There’s even a recipe for Tangy Golden Sriracha Wings!

Other brands are also riding the trend and introducing new flavors, too. In late 2024, Kellogg’s Pringles rolled out limited releases of Sweet Chili Sauce and Bourbon BBQ flavors, available in 44 states across the U.S.

 

A Note on Presentation

Last year, snack stadiums were all the rage on TikTok. The sensation centered on building a small replica stadium, starting with a serving tray of dips (with some sort of dip, guacamole, or salsa to go with them) in the center and then building out the stands around it with foam board and hot glue, before filling each stadium section with chips, wings, sliders, and other snacks.

Naturally, snacks could be customized to suit different dietary preferences, featuring fruits and veggies or vegan dishes, for example. The novelty was in the presentation, which could be customized not only with snacks but team colors and logos.

The Super Bowl offers snack manufacturers the chance to shine in one of the most lucrative and anticipated food moments of the year. By creating seasonings that elevate beloved game-day staples like chicken wings, pizza, and chips, manufacturers can stay ahead of the curve and capture consumer interest in exciting new ways. Whether through bold fusion flavors, spicy innovations, or unique presentation ideas, the opportunity to leave a lasting impression on snack-loving consumers is within reach. With the right blend of creativity and strategy, the big game can be a big win for your snack lineup.

 

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