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August 13, 2026

In Your Neighborhood

Rider Strong Teamed Up With a Snack Brand to Recreate the 90s Lunchbox and It Actually Works

Rider Strong spent years trying to step out of Shawn Hunter's shadow — and somewhere along the way, he stopped trying and leaned all the way in. The Boy Meets World actor has partnered with Simple Mills for a campaign built around reimagining the iconic 90s snack packs that millennials grew up on, made with a slightly cleaner ingredient list. Strong says trying the snacks genuinely transported him back to childhood — and that he didn't realize until that moment that an entire decade had a specific taste.

The Simple Mills lineup includes throwback-adjacent formats like Cheddar Pop Mmms, Mini Crunchy Chocolate Chip Cookies, and Honey Cinnamon Sweet Thins, made with ingredients like watermelon seed flour and coconut sugar instead of the original processed staples. The partnership arrives as Strong has fully embraced his Boy Meets World legacy — a shift he credits in part to the hit rewatch podcast he hosts with former castmates, which reframed nostalgia as something worth celebrating rather than something to escape.

The Breakdown:

• Simple Mills' campaign with Strong features snack formats designed to evoke 90s lunchbox culture — Cheddar Pop Mmms, Mini Crunchy Chocolate Chip Cookies, and Honey Cinnamon Sweet Thins — made with alternative ingredients like watermelon seed flour and coconut sugar• Strong says tasting the products genuinely triggered childhood memory in a way he didn't anticipate, describing a specific "taste" he associates with the decade• The partnership reflects Strong's broader shift toward embracing his Boy Meets World identity after years of distance — a change he says accelerated through his castmate rewatch podcast

The Angle: The celebrity snack brand partnership space is crowded, but this one has a more coherent narrative than most. Strong's credibility as a 90s nostalgia figure is genuine and well-documented, Simple Mills gets access to a millennial audience that connects the product to real childhood memory, and the "cleaner ingredients, same emotional hit" positioning is exactly where better-for-you snacking needs to live to actually convert nostalgic consumers. The watermelon seed flour is doing a lot of heavy lifting, but if Shawn Hunter says it tastes like the 90s, a meaningful segment of the internet is probably going to believe him.

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