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Many companies changed their products in time for the World Cup. There are now Marshmallows called "World Cup Stars" in black and white or chocolate cake that looks like a soccer ball - also in black and white. Also very popular is the so-called soccer burger, a hamburger with the shape of a soccer ball (with pentagons).
The most popular product during the World Cup seems to be "Chakalaka". Chakalaka is originally from South Africa - it presumably has its origin in the townships of the city of Johannesburg. It is a spicy vegetable relish (usually with tomatoes, carrots, peppers, chili, beans, cabbage, garlic, pepper, curry, ginger and cilantro), served with bread, stews, curries and pap. German sauce manufacturers put in varying ingredients. Often, Chakalaka is added to existing products and a new World Cup product is created (e.g. peanuts with Chakalaka, Chakalaka BBQ sauce, Chakalaka dip sauce).
For companies it may be worthwhile to produce special products for special events. Clever marketing also means not exaggerating the variety of products.
Companies should also assess whether the event is large enough and a special production is worth it.
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