Soul Origin launches Hidden Gems snack range following drive-thru launch
The new item is part of its Big Hitter Meal limited-time offer.
Soul Origin is rolling out its Hidden Gems nationally after a year of successful trials through its drive-thru locations.
Petra Orrenius, chief marketing officer, said the decision to take it national followed sustained customer demand from the drive-thru trial.
"We've been quietly testing our Hidden Gems through drive-thru, and they've been a true hit, so we knew it was time to take them national," Orrenius said.
The move comes as the global fast food market was valued at US$708.26b in 2026 and is projected to reach US$1t by 2035, growing at a compound annual growth rate of 4.5%, according to a report by Business Research Insights. By type, beverages and snacks account for the largest share of the market at 36%.
Hidden Gems will be served with Soul Origin's signature SO Chilli Mayo and will feature as part of the new Big Hitter Meal, a limited-time offer priced at $16.90 that also includes a panini.
The national rollout coincides with the launch of the Big Hitter Meal, a limited-time offer priced at $16.90 that pairs a panini with Hidden Gems and Soul Origin's signature SO Chilli Mayo.
The meal is fronted by new brand ambassador and cricketer Chris Lynn, who joins an existing roster of sporting ambassadors including Jarome Luai, Ellie Carpenter and Jaime Chapman.
Soul Origin is also adding two new Italian-inspired paninis to its menu, the Salami Classico and the Mortadella Pesto, as part of the same campaign.
