Pillsbury’s Funfetti brand, known for its colorful, sprinkle-filled cake mixes, is now branching into sourdough. The company launched a new limited-edition sourdough bread mix after pop star Taylor Swift mentioned experimenting with sprinkle-filled loaves during an appearance on the “New Heights” podcast, hosted by the Kelce brothers.
Swift joined Jason and Travis Kelce on their Aug. 13 episode to announce her upcoming album, “The Life of a Showgirl,” set for release on Oct. 3. During the conversation, Swift — now engaged to Kansas City Chiefs tight end Travis Kelce — revealed one of her favorite offstage hobbies: baking sourdough.
“The sourdough’s taken over my life in a huge way. I’m really talking about bread 60% of the time now,” the singer said.
“There’s a blueberry lemon,” she told the brothers. “There’s cinnamon swirl, cinnamon raisin, and this one I’ve been workshopping for the girls (Jason’s daughters) because they love everything rainbow — Funfetti sourdough.”
Jason Kelce quickly responded, “Oh my gosh. That’s gonna blow their mind.”
Swift added, “No. It will because they love sprinkles. Like, we put, you know, we put sprinkles in everything when we hang out.”
“I’m just, like, always baking bread and texting my friends and being like, ‘Can I send you some bread? I need some feedback. Do you like this one better than you liked the other one? Like, I did the rise a little differently,’” Swift continued.
That offhand comment caught the attention of Pillsbury’s Funfetti. Within days, the company teased on social media that it just might bring the idea to life. On Sept. 18, the company delivered, announcing the Funfetti Sourdough Bread Mix on social media.
The Funfetti sourdough release
Only 1,500 boxes were made available, retailing for $9.99 with free shipping. Each 16.6-ounce box includes sourdough bread mix, yeast and, of course, a packet of colorful sprinkles. Preorders launched Wednesday at 10 a.m. MDT on the company’s website, and the frenzy was immediate.
A press release shared with People described the mix as “a playful twist on the classic loaf inspired by a sprinkle-fueled trend that’s been on the rise.”
The bread combines “equal parts tangy sourdough and sweet celebration,” with “the artisan texture of sourdough,” the release added.
Swifties and sourdough
Within hours of the bread mix’s release online, it sold out.
Since Swift’s podcast appearance, some fans have shared their own sprinkle-filled sourdough loaves online, with results ranging from successful bakes to trial-and-error experiments.
In addition to her new album, Swift also announced that a movie will be released alongside “The Life of a Showgirl,” as Deseret News previously reported.