"Leftovers" is our column observing the product ideas popping up everywhere. Some ideas are intriguing, some sound great, and others are the type we never dared to imagine. We can't cover every proposal we receive, so here are some "leftovers" from our inbox.

Chips Ahoy! introduces the first mystery flavor in brand history

Chips Ahoy! is launchingthe first mystery flavor in its brand history, and consumers who crack the puzzle will have the chance to win a grand prize.

The product, called "Chips Ahoy! Mystery Cookie," features new packaging — an unrecognizable cookie wrapped in warning tape. No details about the cookie itself have been revealed, but images show it's a vanilla-flavored cookie with unidentified white specks.

Brand owner Mondelēz is offering consumers who correctly guess the flavor online a chance at a $25,000 grand prize, along with other potential prizes. The flavor debuted on July 30 on SnackWorks' TikTok Shop and will roll out to national retailers starting August 10.

This mystery flavor taps into the growing trend ofgamified experiencesin the food and beverage space — more innovations are trying to engage consumers beyond flavor. It also marks the cookie brand's first time on TikTok Shop, highlightinghow brands are leveraging the platformto drive innovation and sales.

"For Gen Z, snacking and gaming aren't just pastimes — they're how they connect, recharge, and build community," said Mili Laddha, senior marketing director at Mondelēz, in a statement. "We've turned a simple treat into an interactive side quest, blending real-world flavors with the digital culture they live in."

Mondelēz has tried the mystery flavor play before, launching similar challenges for Oreo in2017and2019. Those two mystery flavors were later confirmed to be Fruity Pebbles cereal and churro flavors.

In 2023, Coca-Cola launched a mystery flavor created byhumans and artificial intelligence working together.

— Sarah Zimmerman

Samuel Adams removes alcohol from Octoberfest beer

Two cans of Samuel Adams beer sit in front of an orange background, with pretzels nearby.
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Image credit: Samuel Adams

Samuel Adams is launching a non-alcoholic version of its iconic Octoberfest beer ahead of fall.

The product, called "NA Octoberfest," from the Boston Beer-owned brand, hits shelves August 3 in six-packs. NA Octoberfest retains the same caramel malt flavor profile as the original.

As one of the largest mainstream craft brewers, Samuel Adams has been cautious about launching non-alcoholic products, given rising consumer demand for no- and low-alcohol options. Samuel Adams' chief beer brewer, Shelley Smith, previously told Food Dive that the brand set a high bar for itself in brewing NA beer that actually tastes like beer.

"We're not going to do NA just to do NA," Smith said. "We want to make sure it still tastes like beer."

The NA Octoberfest is part of the brand's broader fall lineup, which also includes a pumpkin beer called Jack-O, plus the classic Octoberfest and Harvest Helles. New this season is Apple Spice Ale, a fruity ale with cinnamon and gingerbread notes.

Classic Octoberfest and Jack-O are sold as singles, while Apple Spice and Harvest Helles will be available in the Fall Legends Variety pack.

In an otherwise uneven beer category, non-alcoholic products have been a consistent growth area. According toBrewers Associationdata, NA beer sales grew 159% between 2021 and 2025, though in 2025 it accounted for just 2.5% of total beer sales by volume.

Brewers across categories are launching NA versions, includingCoors Lightandand。

Modelo — Laurel Deppen

Chef Boyardee says "good morning" to protein

Chef Boyardee high-protein canned pasta product cans.
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Image credit: Brynwood Partners

Chef Boyardee is bringing high-protein innovation to the canned pasta aisle.

Chef Boyardee High Protein canned pastacontains at least 25 grams of protein per can and comes in five flavors: Chili Mac, Beef Ravioli, Beefaroni, Spaghetti & Meatballs, and Chicken with Rice & Vegetables. The line begins hitting shelves in August.

"Chef Protein represents a meaningful leap forward for the canned pasta category," said Dan Anglemyer, COO and CMO of Hometown Food, in a statement. "As consumers continue to seek convenient, affordable ways to add more protein, we're excited to bring a new product to shelves that delivers on taste, value, and nutrition."

Hometown is supporting the launch with a "significant" marketing investment, including national advertising campaigns and influencer partnerships to build brand awareness, drive trial, and fuel long-term growth.

According to the International Food Information Council, about 70% ofAmericans say they want more protein in their diets, up from 59% four years ago. Pasta has become a key category for protein fortification, with companies like Goodles and Banza gaining momentum with consumers. According toInnova data cited by Food Research International, 1,247 high-protein products have been launched in the U.S. over the past 25 years.

The protein innovation continues the aggressive innovation launch pace of private equity firm Brynwood Partners. Its Hometown Food division acquired Chef Boyardee last year for$600 million from Conagra. In May of this year,Chef Boyardee added a skillet meal lineto meet consumer demand for convenient, affordable meal solutions that don't sacrifice flavor.

"Just one year after acquiring Chef Boyardee, we're launching meaningful innovation on a fast-paced, entrepreneurial schedule," said Henk Hartong III, chairman and CEO of Brynwood Partners, in a statement.

— Christopher Doering