Football fever is sweeping the nation as the World Cup kicks off in Russia and brands and retailers are making the most of the team spirit with some innovative NPD. Here’s our pick of the best:

champagne taittinger world cup

Limited-edition Brut Réserve NV

RSP: £42.85

Brand: Champagne Taittinger

Having extended its partnership with FIFA for four more years, the official champagne of the World Cup 2018, Taittinger, has plenty of reason to celebrate. Now fans of both footie and fizz can raise a glass of its limited-edition Brut Réserve NV, which comes in an ”elegant blue and silver box with a cosmic design to reflect Russia’s achievements in space”.

The souvenir bottle, complete with the World Cup trophy on its neck label, is available now in Waitrose, Asda, Luvians, Partridges of Sloane Square and on

sushi shop moscow box

Moscow Box

RSP: £65

Brand: Sushi Shop

International sushi brand Sushi Shop has collaborated with painter and tattoo artist Jean André to create the limited-edition Moscow Box. The 58-piece box contains 12 varieties of sushi, sashimi and maki, including three new Russian-inspired flavours: Bolshoi Spring, Kremlin Roll and Russian Football.

The boxes, featuring André’s ”colourful and joyfully cute” illustrations, will be available online and from Sushi Shop’s five London branches from 13 June. The three new flavours will also be available à la carte.

choctopia england football chocolates

England football chocolates

RSP: £10

Brand: Choctopia

Master chocolatier and the man behind Choctopia, Matt Hancock, has created these footie-themed chocolates in time for kick off. The miniature football and England flag truffles come in mixed packs of six and are available now from the Choctopia website.

jagermeister world cup

Limited-edition flag bottles

RSP: £18

Brand: Jägermeister

Jägermeister is getting into the World Cup spirit with the launch of these limited-edition bottles, emblazoned with the flags of each competing country. Bottles representing six of the world’s most famous footballing nations - England, France, Brazil, Germany, Argentina and Spain - are on supermarket shelves now, and the rest can be found on the Jäger e-shop. 

The brand is also launching a Yard of Jäger gift pack containing 10 2cl miniatures of the herbal drink, which is available in B&M for £10.

mug shot

The Russian One Beef Stroganoff pasta

RSP: 85p

Brand: Symington’s 

Taking inspiration from classic Russian dish beef stroganoff, Mug Shot launched The Russian One into Tesco and Asda at the start of May. Comprising pasta spirals in a creamy beef flavour sauce with mushrooms and parsley, this limited-edition pack is ”quick and convenient for a half time snack or throughout the game”, says the brand.

warburtons world cup packaging

Football-themed hot dog and white rolls

RSP: £1.19-£1.93

Brand: Warburtons

Warburtons will be hoping for barbecue weather during the World Cup this summer after giving its burger buns and hot dog rolls a footie-themed packaging makeover. Five of the brand’s wrapped bakery SKUs have been given red and blue football shirt designs, which Warburtons hopes will ”excite consumers and provide the perfect solution for football-themed displays”. The rolls are available in supermarkets and convenience stores until mid-July.

cadbury football cakes and gateau

Cadbury FC Football Cakes and Gateau

RSP: £2/£3

Brand: Premier Foods

Cadbury Cakes is marking the occasion in the best way it knows: with not one but two new cake launches. Premier Foods launched the four-pack of Cadbury Football Cakes and the Cadbury Football Gateau, which serves eight, on 4 June. Both products carry themed packaging and each cake is topped with an edible football emblem.

budweiser world cup 2018 aluminium bottles

Limited-edition alu-bottles

RSP: £1.50/£10 

Brand: Budweiser

As the official beer of the World Cup 2018, Budweiser has revamped its packaging to feature the iconic trophy. The design will appear accross all formats, including aluminium bottle. Budweiser believes the alu-bottles will be ”perfect for football fans stocking up last minute”, as they chill quicker and retain the cold for longer than regular bottles.

 The alu-bottles will be sold individually accross retail and an eight-pack will be available exclusively to Asda.

asda chicken wing roulette

Chicken Wing Roulette

RSP: £3

Brand: Asda 

Asda aims to to spice up matchday viewing with its new Chicken Wing Roulette. Some of the crispy coated wings are flavoured with a mild buffalo mix and some are ’scorchin’ hot’, but which is which? The platter is designed for half-time feasts with a kick.  Landing in Asda on 11 June. 

asda score cher pizza

Score-cher pizza

Rsp: £2.60 for 10” (£2.40 from 28 June), £3.50 for 14”

Brand: Asda

Asda is also bringing the fun and games to its pizza counter. In a similar style to the Doritos Roulette bag, a quarter of this new pizza is layered with ”fiery” naga chilli sauce, so certain consumers sharing on match day will be in for a surprise warm up. Score-ching.