KEY TAKEAWAYS
- Chipotle and Burger King played with bag sizes, from dramatically oversized to tiny micro-bags
- Betty Crocker and Walmart made Gen Z’s fave treats the design
- Lidl turned an everyday grocery essential into a high-fashion conversation starter
YPulse always keeps you up to date on the latest and quirkiest brand moves, and lately, food retailers have been serving up handbags that look good enough to eat. Over the past year, everyone from fast-food chains to grocery stores has introduced accessories inspired by their food offerings. The trend builds on something YPulse has been tracking for years. In our Merch Madness trend report, we explored how brands use merch to give young consumers a chance to collect exclusive, bold items from their favorite companies, especially ones they wouldn’t typically expect to rep in their everyday lives. And the strategy is paying off: young consumers are drawn to limited-edition drops and quirky collectibles and are sometimes willing to spend more than they normally would for a chance to own something before it sells out.
These products feel exclusive, unexpected, and full of personality. (But when a rotisserie chicken bag is an exclusive look, we can’t help but think: recession indicator, much?) Plus, young consumers want brands to experiment with merch, and YPulse has said before that innovation is key to staying cool and keeping Gen Z interested. And even though so many food purses have dropped back to back, the “innovative” appeal doesn’t seem to have worn off for brand fans.
YPulse expects this trend to keep growing, too, so if your brand hasn’t jumped on board—or explored a collab—you may want to take notes. To help inspire your next accessory, we rounded up five recent examples of food-inspired bags that show just how creative branded merch can get:
Chipotle has taken oversized bags to a whole new level
The fast-casual chain recently unveiled their “Big Ass Bag,” a comically large tote—measuring 36 inches wide, 24 inches tall, 12 inches deep, and holding 170 liters. But this bag isn’t just an outrageous fashion statement. Naturally, it’s also a giant ad for Chipotle’s Family Meals, an online-only offer with meal kits big enough to feed groups. Unlike other food-inspired handbags we’ve seen lately (more on that in just a sec!), fans can’t simply shop for this one. The oversized accessory is only available through a sweepstakes for Chipotle Rewards members. The stunt is the latest in a surprising string of fashion and accessory moves from Chipotle, following their Béis travel collection and even hockey jerseys earlier this year (apparently the hockey fandom has gotten to them, too). While Chipotle’s “Big Ass Bag” might not be the most practical or wearable bag, it does tap into a real fashion trend: oversized bags that push the limits of just how big they can get. And if there’s one thing that Gen Z appreciates, it’s an outlandish, conversation-starting accessory.
On the other side of the spectrum, Burger King just made a nugget-sized handbag
Meet Le Nugguette, a limited-edition micro-bag Burger King introduced last month to celebrate their new chicken nuggets. Priced at $3.99 (the same cost as a 10-piece nugget order, by the way), each purchase of the brown, suede-like bag came with one of four sauce-inspired charms plus a reward code. We know how popular Burger King is among young foodies—YPulse’s Food Shopping and Trends data shows it ranks fifth among young Americans’ favorite chain restaurants and fast food spots. So, turning one of their most recognizable menu items into a collectible accessory was a clever way to build on their fandom.
But getting one proved far harder than placing a regular Burger King order. Only 100 bags were released daily at noon ET from September 12-16, exclusively online. The drops reportedly frustrated shoppers, with some claiming the bags sold out almost instantly and alleging the system was “rigged.” Meanwhile, resellers who managed to snag a bag reportedly flipped the $4 accessory for as much as $400. (Yikes!)
Speaking of chicken, Gen Z shoppers ate up Walmart’s rotisserie chicken purse
In early September, the retailer released a limited-edition “Chicken Purse,” designed to look like their budget-friendly rotisserie chicken. It came in two “flavors”—Traditional and Lemon Pepper—both carrying the same $5.97 price tag as the real thing. And because no Gen Z-approved accessory is complete without a little personalization (hello, trinketification!), Walmart also released a collection of bag charms, including mini chicken bags, a hot sauce bottle, and a lemon pepper seasoning container—all Great Value brand, of course.
The collection launched for National Chicken Month, tapping into an already-beloved product: Walmart says its rotisserie chicken generated more than 15K social media mentions over the past year. Plus, nearly one in every 12 Walmart shoppers purchases one. But the purse quickly became something bigger, as quirky brand merch often does. The first limited supply of purses sold out on September 1, and a second drop on the 8th was reportedly gone just as quickly. And some of those $5.97 bags popped up on eBay for as much as $100—we’re sensing a theme.
Betty Crocker tapped into Gen Z’s little treat culture with cake slice purses
Around the same time as Walmart’s chicken purse, Betty Crocker launched “The Betty Ate Collection,” a trio of $89 limited-edition cake slice handbags. Each bag was designed after its namesake mix and matching frosting, in line with the brand’s refreshed aesthetic—plus Betty Crocker’s signature Red Spoon as a zipper pull. They also came with interchangeable accessories inspired by classic cake decorations, including birthday candles, chocolate swirls, and strawberries, so shoppers could personalize their bags just like their favorite cakes. Again, we’re sensing a charm theme!
The demand was clear: both the first and second batches reportedly sold out. It’s likely due in part to the bags playing into Gen Z’s little treat culture, where everyday indulgences have become a fun way to express their personalities. What better way to tap into that desire than to make a treat-shaped accessory?
Lidl turned a grocery trolley into a fashion statement
In February, just in time for London Fashion Week, the supermarket chain launched their second collab with designer Nik Bentel: the Trolley Bag. Crafted from industrial stainless steel, the accessory took its inspiration literally, mimicking the look and feel of a mini supermarket trolley, complete with a traditional handlebar. The bag even came with a coin fob that works with Lidl shopping trolleys in-store, letting wearers unlock a real trolley while running errands. And despite Bentel’s rep for unusual, often high-priced designs, the Trolley came with a surprisingly affordable price tag: absolutely free. Shoppers hoping to score the design were able to try their luck at The Lidl Fresh Drop, a grocery-inspired Fashion Week event. And those who missed the event had another chance through an exclusive ballot for a limited number of bags. The launch followed the viral success of Croissant Bag in 2024, which reportedly sold out in just two minutes, but this second bag further cemented Lidl’s place on the global fashion map.
