- Drew Barrymore partnered with PopUp Bagels to introduce "Drew's Berry-More Butter," a limited-edition spread featuring tart gooseberries and mixed berries.
- The collaboration celebrates the Season 7 premiere of The Drew Barrymore Show on September 14, 2026.
- The spread will be sold across all PopUp Bagels shops nationwide from September 17 through September 30, 2026.
- To celebrate the launch, the first 50 guests at every location on September 17 will receive a gifted, free three-pack of bagels paired with the custom butter.
- Barrymore is a regular PopUp Bagels customer who previously showcased the shop on her broadcast, while the bakery chain counts investors like Paul Rudd and Michael Phelps.
Actress and daytime host Drew Barrymore has teamed up with PopUp Bagels to debut “Drew’s Berry-More Butter.” The limited-edition spread blends sweet and tart berries, highlighting gooseberries in a creamy, light-pink schmear made for dipping hot, unsliced bagels.
The butter will be available across all PopUp Bagels locations nationwide from September 17 through September 30, 2026. To mark the launch, each shop will gift free three-packs of bagels paired with the butter to the first 50 guests on opening day.
The tie-in marks the Season 7 premiere of The Drew Barrymore Show on Monday, September 14, 2026. Barrymore has frequented the bakery with her family for years.
Campaign festivities kicked off early on September 9, when a PopUp Bagels truck surprised Barrymore’s New York studio audience with hot bagels and limited-edition tote bags. PopUp Bagels founder Adam Goldberg will also appear on the show on Wednesday, September 16, to discuss the recipe’s development.
This breakfast release complements Barrymore’s active brand portfolio, including her Beautiful by Drew home appliance line, mobile gaming campaigns with BINGO Blitz, and past work with CoverGirl.
PopUp Bagels is equally well-versed in star-powered marketing. Founded by Goldberg in Westport, Connecticut, the expanding franchise counts Paul Rudd, Michael Phelps, Michael Strahan, and J.J. Watt as investors, alongside past brand alignments with Papa Johns and Dancing With the Stars.
Barrymore’s launch highlights a continuing 2026 trend where media personalities turn their favorite snacks into interactive culinary releases. The campaign mirrors similar viral food initiatives, such as Bethenny Frankel launching Supermodel Cafe with viral recipes and Khloe Kardashian launching Khloud protein chips.
Takeaways
Drew Barrymore’s collaboration with PopUp Bagels showcases how syndicated television marketing is evolving past standard media tours and digital promos. Instead of relying solely on tune-in alerts, Barrymore’s team engineered an experiential touchpoint that fans can taste and share across social platforms.
PopUp Bagels has built massive cultural traction around its hands-on “Grip, Rip, and Dip” dining style, making it a natural fit for Barrymore’s personal, home-centered persona. Because Barrymore has repeatedly professed her genuine love for the brand off-screen, the endorsement avoids feeling transactional.
The limited-supply model creates localized urgency, turns morning bagel runs into television tune-in events, and offers a blueprint for how daytime talent can leverage quick-service food partnerships.
Will traditional daytime networks increasingly use limited food drops instead of standard billboard marketing to boost season premieres? Could customized, regional food collaborations become a standard deliverable negotiated by top Hollywood talent agencies?
