Los Angeles – September 12, 2026 -- King's Hawaiian has launched Soft Swirl Cinnamon Bites, a new snack now available at major grocery retailers nationwide alongside its existing Soft Pretzel Bites.
To promote the launch, the bakery brand teamed up with Taylor Hanson of the band Hanson to record "MMMBites," a reworked version of the group's 1997 hit "MMMBop," timed ahead of the song's 30th anniversary. The collaboration anchors a new ad campaign called "Mmmoments."
The campaign features humorous ads showing Bites fixing bad days
The first spot, titled "Mmmondays," debuted on September 7 and shows Taylor Hanson sharing King's Hawaiian Bites during everyday annoyances -- like a rough Monday morning or a cramped airplane middle seat -- before breaking into the "MMMBites" chorus.
"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," Taylor Hanson said. He added that the new version was meant to give the song "a fresh twist" tied to a snack focused on bringing joy to daily life.
Cinnamon Bites target morning snacking, a new occasion for the brand
Soft Swirl Cinnamon Bites bake a cinnamon swirl into King's Hawaiian's signature soft, fluffy dough, offering a not-too-sweet flavor. The product can be eaten straight from the tub or warmed for a softer texture.
"King's Hawaiian Bites make any little moment feel better," said Raouf Moussa, Chief Marketing Officer at King's Hawaiian. He said the new product extends the brand's snack portfolio into morning snacking, an occasion the company had not previously targeted with its Bites line.
The launch builds on King's Hawaiian's 2024 introduction of Soft Pretzel Bites, continuing the family-owned bakery's push beyond its bread and roll products into the snacking aisle. The Mmmoments campaign was created by Alison Brod Marketing & Communications and Erich & Kallman in partnership with King's Hawaiian.