Mmmoments

Today, King's Hawaiian is unveiling "Mmmoments" a new campaign celebrating the launch of Soft Swirl Cinnamon Bites and how this delightful new snack makes everyday moments a little better. Kicking off the campaign, the brand teamed up with Taylor Hanson of the beloved pop-rock trio Hanson to debut "MMMBites," a freshly baked rendition of the iconic 90’s hit "MMMBop" ahead of the legendary song's 30th anniversary.

Building on more than 75 years as a family-owned bakery brand, King's Hawaiian has been expanding its snacking portfolio by complementing the 2024 introduction of Soft Pretzel Bites with the launch of new Soft Swirl Cinnamon Bites.

Perfectly soft and irresistibly craveable, King's Hawaiian Bites turn everyday moments —even the not-so-fun ones—into something worth smiling about. Whether it's surviving a Monday morning, squeezing into a middle seat on an airplane or simply looking for an afternoon pick-me-up, everything is better with Bites.

The campaign comes to life through a series of humorous spots featuring Taylor Hanson making everyday moments better by sharing King's Hawaiian Bites and launching into the instantly recognizable "MMMBites" chorus. The first spot, Mmmondays, debuted on 9/7.

"MMMBop has been stuck in people's heads as a feel-good bop for decades, and while we've had opportunities to reinvent it over the years, none ever felt quite right until now," said Taylor Hanson. “We thought this was the right opportunity to give it a fresh twist with MMMBites as a fun way to celebrate a snack that's all about bringing a little more joy to everyday life," said Taylor Hanson. "Hopefully people will find themselves singing - and snacking - along."

Available now at major grocery retailers nationwide alongside fan-favorite Pretzel Bites, Soft Swirl Cinnamon Bites feature cinnamon swirl baked into every bite, delivering crave-worthy, not-too-sweet cinnamon flavor wrapped inside the signature soft, fluffy King's Hawaiian dough fans know and love. Whether enjoyed straight from the tub or warmed for an extra comforting treat, Soft Swirl Cinnamon Bites are a truly feel-good sweet snack.

"King's Hawaiian Bites make any little moment feel better," said Raouf Moussa, Chief Marketing Officer at King's Hawaiian. "As we continue growing our snack portfolio, Soft Swirl Cinnamon Bites are an exciting addition, bringing the King's Hawaiian experience fans know and love to an entirely new sweet occasion - morning snacking."

Consumers can learn more about King's Hawaiian Bites at kingshawaiian.com/cinnamon-bites