A Fresh Take on a 90s Classic
Taylor Hanson has recorded a new version of the 1997 chart-topping hit MMMBop. This updated track, titled MMMBites, arrived on Wednesday, September 9, 2026. It serves as the centerpiece for a fresh marketing campaign launched by King’s Hawaiian. The musician, now 43, collaborated with the snack brand to promote their new Soft Swirl Cinnamon Bites. These bites join the company’s existing line of Soft Pretzel Bites, which first appeared in stores in 2024.
Corporate partnerships involving legacy artists often struggle to strike the right balance between nostalgia and promotion. Taylor Hanson noted that he had turned down various opportunities to rework the song in the past. None of those ideas felt correct until this project appeared. The singer explained in a statement that the goal is to bring joy to everyday moments. He hopes listeners will engage with the music while snacking.
Behind the Campaign Strategy
King’s Hawaiian frames the campaign around the idea that their snacks make ordinary routines feel better. The first advertisement features Taylor Hanson appearing in an office environment. He offers a coworker a snack while performing the chorus of the new track. The brand intends for the music to serve as an upbeat background for daily life. They currently sell the Soft Swirl Cinnamon Bites at major grocery stores across the United States.
This project arrives as Hanson balances his career in music with other public commitments. He is currently a cast member for the 35th season of Dancing with the Stars. That show continues to draw large audiences, providing a different stage for the performer. He remains active with his brothers, Isaac and Zac, as they navigate the music industry and various commercial ventures.
Looking Back at the Origin
The history of the original MMMBop remains a subject of minor debate among the brothers. The song was the primary single from their major-label debut album, Middle of Nowhere. When asked who first coined the famous phrase during a 2024 interview, the siblings recalled their creative process. Zac, who was seven or eight years old at the time, suggested he was likely busy with other childhood activities when the song took shape.
Isaac Hanson recalled a specific moment in a studio stairwell where the group worked on the vocals. He noted that the area had natural reverb, which helped them craft the sound. While Taylor is often credited with singing the first iteration, Isaac believes the collaborative environment of that recording space shaped the final result. The song eventually became a cultural staple for the late nineties.
The Wider Context of Celebrity Endorsements
Brand campaigns that leverage specific songs from an artist’s past represent a common strategy in modern media. Companies seek to bridge generational gaps by connecting a recognized melody with a new consumer product. For King’s Hawaiian, using a song as recognizable as MMMBop provides an immediate connection to listeners who grew up in the late 90s. This helps the brand reach an older demographic while introducing a product designed for quick consumption.
Consumers should expect to see more of these artist-brand collaborations as companies compete for attention in a crowded snack market. The effectiveness of such campaigns often relies on the artist's genuine connection to the project. As Taylor Hanson moves into his next professional phase, these varied ventures show how legacy acts keep their brand visible to contemporary audiences. The success of the campaign will likely be measured by product sales in the coming months across nationwide retail chains.