Mike Tyson, the 59-year-old boxing legend, has become the brand ambassador for Sugar Factory's new retail line, Sugar Factory at Home, which features Rainbow Sliders. These frozen beef patties with colorful buns were launched in Jewel-Osco stores across Illinois, Indiana, and Iowa on March 27, and a launch event featuring Tyson was held on April 10 in Stickney, Illinois. The sliders are marketed as containing real beef, no seed oils, and up to 16 grams of protein per serving.
This partnership follows Tyson's recent involvement in the health and wellness space, including a Super Bowl LX ad funded by the MAHA Center and an appearance alongside Robert F. Kennedy Jr. on February 11. Tyson has publicly stated that fighting obesity and promoting real food is "the biggest fight of my life," aligning with the Sugar Factory at Home product's emphasis on healthier ingredients.
The Rainbow Sliders also include a collectible rubber duck in each box, with varying rarity levels, including a special Mike Tyson duck. This adds a playful, collectible element to the product, echoing Tyson's sentiment that the collaboration is "just as bold and iconic as my face tattoo." The launch at Jewel-Osco marks Sugar Factory's first expansion beyond its restaurant footprint into grocery retail, with further distribution planned.
