Buffalo Bills quarterback and reigning NFL MVP Josh Allen has landed a surprising endorsement deal this season, teaming up with Snickers. But instead of candy bars, the partnership is producing a line of barbecue sauces with some truly unconventional flavors.
The collaboration features three sauces: Chocolate Barbecue, Peanut Teriyaki, and Caramel Buffalo. According to Snickers, they’re bold enough to get fans fired up in true Bills Mafia fashion. The sauces will be available each Sunday at halftime during the 1 PM ET NFL games.
Peanut Teriyaki might be the most approachable of the three, blending flavors that many fans have likely tasted separately before. Chocolate Barbecue, while unusual, isn’t entirely unheard of — especially for those familiar with Hershey’s experiments with chocolate in savory dishes.
But the wild card is Caramel Buffalo, a combination that has left many scratching their heads. The clash of sweet caramel with the tangy heat of buffalo sauce is either a stroke of genius or a culinary disaster waiting to happen.
Still, Snickers has a reputation for leaning into bold ideas, and Josh Allen’s name certainly adds intrigue to the rollout. Whether fans actually enjoy the taste or just want to try them for the novelty, the sauces are already drawing attention.
Strange or not, the partnership is the kind of offbeat marketing move that could win big with football fans eager for something different on game day. And if Allen’s backing them, chances are plenty of people will give them a shot — even if Caramel Buffalo sounds like a dare more than a flavor.