Drew dreamed up the gooseberry-forward recipe herself – and she and PopUp Bagels are celebrating its nationwide launch by treating fans across the country
NEW YORK, Sept. 10, 2026 (GLOBE NEWSWIRE) — PopUp Bagels, the Not Famous but Known® bagel brand, is teaming up with “The Drew Barrymore Show” to debut Drew’s Berry-More Butter, a limited-edition butter featuring a medley of berries with gooseberry as the star. Crafted by Drew herself in celebration of the show’s Season 7 premiere on September 14th, the new schmear will be available at all PopUp Bagels locations nationwide from September 17 through September 30, 2026.
The collaboration will make its on-air debut during the premiere week of “The Drew Barrymore Show’s” milestone seventh season, when PopUp Bagels Founder Adam Goldberg joins Drew to unveil Drew’s Berry-More Butter and dig into the story behind the recipe. Fans are getting an early look today, September 10 on PopUp Bagels’ Instagram page, with a sneak peak from Adam’s appearance ahead of the full episode airing Wednesday, September 16th.
To celebrate the start of Season 7, Drew’s Berry-More Butter brings together a medley of berries, putting the sweet-meets-tart flavor of gooseberry center stage in a creamy light pink colored butter that inspires joy and pairs perfectly with a hot PopUp bagel.
“I’m a butter person, and my kids and I love PopUp Bagels – we order it all the time,” said Drew Barrymore. “There’s a humility to the brand that I love, but also this confidence in what they do, and I think you feel that in the product. This butter isn’t too sweet, the gooseberries give it this beautiful color, and on a salt bagel, it’s seriously my favorite.”
The celebration kicked off early on September 9, when the PopUp Bagels van pulled up to The Drew Barrymore Show taping in New York City to give the studio audience the very first taste of Drew’s Berry-More Butter. Drew got in on the action herself, bagel bouncing alongside the PopUp team and serving up hot bagels with her new butter ahead of its nationwide debut, with excited guests also taking home limited-edition Drew’s Berry-More Butter totes.
“Drew has this incredible way of making everyone feel like they’re sitting at her kitchen table, and that’s exactly the feeling we try to create with every bagel,” said Adam Goldberg, Founder of PopUp Bagels. “Getting to create something with her for Season 7 felt like such a natural fit – it’s fun, unexpected and made to be shared.”
The celebration continues September 17, when Drew’s Berry-More Butter officially lands at PopUp Bagels shops nationwide. To celebrate the launch, the first 50 three-packs at every location will be gifted to guests, each paired with Drew’s Berry-More Butter. For a full list of locations, visit popupbagels.com/locations. Follow @popupbagels and @thedrewbarrymoreshow on Instagram and TikTok throughout the campaign for exclusive content, behind-the-scenes moments and a few more surprises along the way.
See photos available for download here.
ABOUT POPUP BAGELS
At PopUp Bagels, our mission is fueled by passion and dedication: to craft unmistakably perfect bagels with no frills, using the essence of simplicity – crispy crusts, soft crumb centers, and an ideal proportion of seeds. Every bagel is a product of precision, from the high-quality ingredients in our dough to the meticulous proofing process and expert bake that achieves the perfect texture and flavor. Our commitment to quality goes beyond the bagel itself – innovating with top brands, chefs, and tastemakers to create epic schmears that elevate the cream cheese experience with bold, unexpected flavors.
What started as a local sensation, founded by Adam Goldberg in Westport, CT, has quickly grown into a celebrated name. It has earned acclaim from bagel lovers and industry experts alike and led to a nationwide expansion. No sandwiches here – we serve our bagels fresh from the oven, hot and whole, to Grip, Rip and Dip. Loyal fans enjoy our bagels right from the bag, or they can be taken home or to the park to enjoy in endless ways. Follow our story on Instagram or our website, and come try for yourself how every bagel crafted is a testament to our commitment to perfection.
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A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/c49fb341-54b7-4c84-aaa9-7a7c3f514a7b
