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US snack brand Like Air has launched a limited-edition Vietnamese coffee-flavoured puffcorn in partnership with premium coffee company Copper Cow Coffee.
The partnership aims to highlight how emerging food brands are using social commerce and co-branded flavour drops to accelerate product innovation and reach younger consumers.
The online-only product, sold via TikTok Shop and the companies’ websites, marks Like Air’s first flavour collaboration of 2026 and reflects a broader shift among better-for-you food brands toward rapid, digitally led launches rather than traditional retail rollouts.
Vietnamese Coffee Puffcorn blends roasted coffee notes with caramel flavours and is bundled with Copper Cow’s pour-over coffee and creamer products.
For Like Air, the launch builds on its growing use of TikTok Shop as a direct-to-consumer testing ground. Since joining the platform in September 2024, the company has released 15 limited-edition flavours, using consumer feedback and social engagement to guide product development decisions.
Industry executives say the model allows brands to shorten innovation cycles, reduce risk and generate demand signals before committing to national retail distribution.
"This partnership lets us reimagine comforting flavors with a lighter, modern approach," said Allison Lin, co-founder of Like Air. "By working with Copper Cow Coffee, we can introduce bold, globally inspired flavours, and we're thrilled for customers to try it."
The partnership also reflects growing convergence between snacks and beverages, as brands look to extend flavour equity across formats. Vietnamese coffee has gained traction in US retail in recent years, driven by demand for premium, culturally authentic offerings and lower-sugar indulgence.
Copper Cow Coffee, founded in 2017 and backed by Shark Tank investors, has built its brand around sustainably sourced Vietnamese coffee and single-serve formats. Like Air, launched in 2020, positions its puffcorn as a lighter alternative to traditional popcorn and is free from major allergens.
Like Air said the collaboration is part of a wider 2026 strategy focused on selective brand partnerships and limited-edition releases designed to amplify reach without diluting brand positioning.
The privately held company is currently stocked in more than 10,000 grocery stores across the US, alongside Amazon and its own direct-to-consumer channels. However, executives have increasingly pointed to social commerce as a way to trial new flavours and formats before pursuing broader retail expansion.
