Panera is serving up a comfort food classic in a whole new way—right on your lips. In a bold, buttery collaboration with beauty brand Holler and Glow, the iconic fast-casual chain has turned its beloved Mac & Cheese (and bread bowl!) into an unexpected limited-edition lip balm duo just in time for National Mac & Cheese Day on July 14.
This quirky collab is called S’Mac and Cheese, and it’s a first-ever beauty drop for Panera. Think creamy cheese vibes, warm bread-scented swipes, and a dose of nostalgia all wrapped into one nourishing balm duo that feels as good as your favorite comfort meal tastes. Each balm comes packed with Holler and Glow’s glossy, non-sticky formula, a spoon-shaped applicator, and a big dose of vitamin E.
Comfort food, but make it cute
The S’Mac and Cheese balm duo includes:
- S’Mac My Day – A golden balm scented like cheesy, creamy mac & cheese.
- Get That Bread – A soft brown balm that smells like fresh-out-of-the-oven bread bowl heaven.
“For our first foray into the beauty world, it only made sense to start with a Panera classic – mac & cheese and bread bowl – reimagining it as a playful, scent-sational lip balm duo. Could we have gone with the strawberry on our beloved summer seasonal salad? Of course. Ultimately, we decided to offer an unexpected, yet iconic, pairing that is a perfect way for the Panera obsessed to bring a taste of an all-time favorite menu item into their everyday routine.” Mark Shambura, Chief Marketing Officer at Panera Bread.
The launch follows in the footsteps of Panera’s past viral merch drops—remember the Croissant Clutch and BAGuette Bag?—cementing the brand’s reputation for food-meets-fashion fun. This time, they’re taking your taste buds to the beauty aisle.
A bold bite of the beauty world
Holler and Glow, known for creating loud, joyful beauty moments, jumped at the idea.
“At Holler and Glow, we live for bold, playful beauty that doesn’t take itself too seriously—so when Panera came to us with the idea of turning Mac & Cheese into a lip balm, we said ‘yes, please (and make it extra cheesy)!’ This collab is the perfect mix of comfort food, nostalgia and beauty-meets-banter. It’s unexpected, joyful, and totally irresistible—just like a bread bowl full of mac & cheese” Thea Green, Founder of Holler and Glow.
The result is something uniquely craveable. And while the flavors might sound wild, the formula is 100% vegan, cruelty-free, and designed to nourish and hydrate lips—all while giving you that cozy, carby hit of comfort.
More cheesy perks on national Mac & Cheese Day
To make the celebration even more delicious, MyPanera members can get $2 off a Mac & Cheese entrée on July 14 and 15 at cafes across the U.S. That includes cups, bowls, bread bowls, kids meals, and You Pick Two orders featuring Mac & Cheese.
Even better? Select fans in New York City, Green Bay, and Austin might be surprised with a free S’Mac and Cheese balm duo at their local cafe—while supplies last.
- Where to buy: The S’Mac and Cheese duo is available now on The Panera Shop and Amazon for $8.
- How long: Only while supplies last—so grab ‘em before they’re gone.
A tasty move
This playful drop is more than a novelty. For CPG and private label brands, it’s a reminder that cross-category collabs drive cultural buzz. A few takeaways:
- Unexpected mashups spark headlines—and shopping carts.
- Limited drops + cultural holidays (hello, Mac & Cheese Day) = viral marketing gold.
- Beauty, food, and lifestyle are blending more than ever. Why not turn a fan-favorite dish into self-care?
Panera’s latest beauty bite proves that being bold—and a little cheesy—pays off.
Want more snack-inspired innovation?
At the intersection of comfort food and creative brand storytelling, the S’Mac and Cheese launch shows how fun, feeling, and flavor can meet in surprising ways.
If you’re cooking up your own unconventional CPG concept or private label product, we’re here to help. Explore our bulk dairy powders, natural flavors, and co-creation support to build your next craveable concept. Let’s get cheesy together.
