In grocery, true love isn’t just a warm and fuzzy feeling. It is fiercely negotiated, contractually bound and judged by its ability to generate cold, hard cash. Yet for brands willing to share equity, co-branding can be a Valentine’s-worthy match made in heaven.

Once the preserve of occasional promotions or novelty launches, co-branding has become a core strategy – a way to refresh mature categories, borrow cultural relevance and unlock new consumption occasions. But while the upside can be powerful, a bad romance risks diluting your brand and ruining your reputation.