April Fools’ Day can always go one of two ways: clever and chuckle-worthy, or just plain cringe.

We saw a bit of both this year, but thankfully, some food and beverage brands got it bang on. Whether through wild inventions, unexpected sincerity, or ideas so daft they almost deserve to be real, these are the stunts that stood out in 2025.

But first... how did April Fools' start?

Most theories trace it back to the 16th century. One popular belief is that it began in France, when the country switched from the Julian calendar to the Gregorian one. Those who continued to celebrate the New Year in late March or early April were mocked as "April fools", and so the tradition of playful trickery was born.

Over time, the idea caught on across Europe, evolving from light-hearted jests among friends to full-blown hoaxes played by newspapers, brands, and broadcasters. These days, it's less about catching people out and more about catching attention, and no industry has leaned into the fun quite like food and drink.

Let’s take a look at the best F&B pranks that had us fooled, fed, or just flat-out entertained.

1. Gousto’s Edible Recipe Cards

The meal-kit brand claimed to launch the world’s first edible recipe cards. Chicken Katsu Curry or King Prawn Linguine flavours? Just unbox, bite, and call it dinner. Utter nonsense, obviously, but a deliciously weird idea nonetheless.

See it on Instagram

2. Popeyes’ Pickle Takeover

Popeyes did launch a pickle-glazed menu on April 1—only it wasn’t a joke. Wings, sandwiches, lemonade. All pickled. Available through to May, it turned out to be one of the most unexpected genuine drops of the day.

3. Dunkin’s Free Coffee... For Real

Not the only brand to capitlise with some surprise honesty, Dunkin' Donuts - who famously sell more coffee than their namesake snack - gave away free drinks to anyone who read beyond the initial hoax-sounding message.

One million free coffees were handed out via promo code 'ThisIsNotAJoke'. The name might’ve screamed “prank,” but this one was legit, and a clever way to keep customers guessing.

4. BrewDog’s Hot Beer

Back to classic April Fools' gags with this one: maverick beer brand BrewDog claimed to launch 'Hot Beer', complete with microwaves in every bar.

Apparently, the “ping” is part of the experience. Utterly daft, and surprisingly well thought through, right down to the fake press quote. Peak BrewDog.

5. Cadbury Creme Egg “On The Goo”

This one was properly unhinged. A squeezable sachet of Creme Egg goo for your cake, your ice cream, your… fries? The Instagram crowd was split between horror and hope. More than a few are begging Cadbury to make it real.

Check out the TikTok

6. Heinz’s Dubai Beanz

Inspired by the ever-viral pistachio chocolate bar, Heinz teased a tin of Dubai Beanz. “Luxury in a tin,” they claimed. Internet meltdown followed. Aldi joined in. Honest Burgers called it a fever dream. Everyone agreed: absolutely not. Nice try, though.

7. Burger King’s Onion Ring Freebie
Another brand that used the opportunity to surprise people with a genuine reward for taking them seriously.

In The States, Burger King gave out free onion rings with any order over one dollar to celebrate the 1st of April. Simple. Real. And for once on April Fools', no one had to double-check the fine print.

A smart move that definitely will have pulled in some people who were heading for The Golden Arches or similar.

8. Subwhey breakfast protein shakes

Pound for pound my favourite entry this year.

Subway has released a range of protein shakes inspired by some of the brand’s most iconic and protein-packed Footlong Subs. The exclusive ‘Subwhey’ range includes a blended Meatball Marinara Sub, Big Breakwich Sub and the Classic B.M.T, packed with 40-59g of protein, and of course a generous portion of fresh salad per shake.

Disgusting? Delicious? Sadly, you'll have to head to your blender to find out.

9. Terry’s Chocolate Mint Toothpaste

Chocolate meets mint where it probably (definitely) shouldn’t: on your toothbrush. Terry’s teased a new toothpaste flavour, claiming it would make brushing “a delight.” Judging by the comments, a worryingly large number of people agree want this to exist.

See the post

10. Heck Matcha Sausages

Our penultime example also focuses on current market trends. This time, we've swapped one green ingredient for another. Heck Foods, known for their range of lean sausages, have launched a new matcha flavour this April Fool’s.

While we are absolutely not anti-matcha, we can’t say this is a flavour we want to try. It’s probably for the best that this flavour is just an April Fool’s prank.

11. Branston’s “Tin to Tint” Hair Dye
Last but definitely not least, Branston have entered the beauty industry with an irresistable invention: Tin to Tint: a baked bean-flavoured lip gloss. Entries like this remind us how great April Fools' day can be: you don't have to do anything clever, you just need to celebrate silliness. And who wouldn't want to kiss someone who tastes like beans?

Final thought

So many brands nowadays forget to lean into humour, but it's absolutely one of the fastest and surest ways to make people fall in love with you. April Fools' Day is one of the biggest opportunities of the year to show off your brand's personality, no matter where you sit in the market.

Did your brand miss this year? Be sure to take inspiration from above and get some ideas ready for 2026.