Einstein Bros. Bagels is leaning into one of the food industry’s hottest flavor profiles. On Friday, February 20, 2026, America’s largest retail bagel chain announced the launch of its new Hot Honey Shmear, a limited-time offering designed to bring the “swicy” (sweet and spicy) trend to the morning daypart.
While hot honey has dominated pizzas and chicken sandwiches over the last few years, Einstein Bros. is claiming the trend for the breakfast crowd.
The Menu: Sweet Heat Meets Cream Cheese
The new Hot Honey Shmear blends the brand’s signature double-whipped cream cheese with the bold, sweet-heat flavor profile of hot honey.
Guests can add the new shmear to any fresh-baked bagel, purchase it by the tub for home use, or try it in two new featured menu items:
- Hot Honey Egg Sandwich: A breakfast sandwich utilizing the new shmear to add a sweet and spicy kick to classic morning proteins and eggs.
- Hot Honey Nova Lox Sandwich: A savory, premium midday option that pairs the richness of smoked salmon with the contrasting heat of the hot honey cream cheese.
“Bagels have always been the most versatile breakfast platform because they’re the perfect canvas for big, bold flavors,” said Jessica Serrano, Chief Marketing Officer at Einstein Bros. Bagels. “Hot honey is having its moment, and we’re bringing it to breakfast, where our guests crave bold, interesting flavors.”
Why It Matters
The launch is a data-driven move by Einstein Bros., capitalizing on a flavor profile that refuses to slow down.
- The Rise of “Swicy”: According to data cited in the press release, hot honey now appears on 11.3% of U.S. restaurant menus, representing nearly 230% growth over the past four years. Furthermore, hot honey sales alone surged 157% year-over-year in 2025.
- Daypart Expansion: Spicy foods have traditionally been reserved for lunch and dinner. By incorporating heat into a creamy, sweet breakfast spread, Einstein Bros. is gently introducing bolder flavors to the early morning hours, where consumers are typically more flavor-conservative.
- Menu Innovation: As part of Panera Brands, Einstein Bros. is utilizing limited-time offers (LTOs) like this to drive foot traffic and keep the menu feeling fresh without overcomplicating back-of-house operations—the base cream cheese simply gets a new flavor mix-in.
FAQs
What is the “Swicy” trend?
“Swicy” is a culinary portmanteau for “sweet and spicy,” a flavor combination that has dominated food trends in recent years, often spearheaded by ingredients like hot honey or chili crisp.
Where can I get the Hot Honey Shmear?
The new shmear and sandwiches are available now for a limited time at participating Einstein Bros. Bagels locations nationwide. It can be ordered in-store, online, or via the mobile app.
Can I buy just the shmear?
Yes, tubs of the Hot Honey Shmear are available for purchase in-store for those who want to take it home.
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