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Basket Affinity Tool from Fetch Reveals Iconic Product Pairings

By Team Fetch

June 26, 2023

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Leaders at the nation’s top CPG companies, retailers and restaurants rely on Fetch to not only understand how people shop, but how brands can shape these behaviors. Fetch’s unprecedented 360-degree view of consumer spending gives brands unparalleled visibility into what consumers are purchasing in real-time across every retailer – both in-store and online. This visibility helps brands activate those shoppers, shifting purchasing behavior to meet core KPIs.

Brand partners leverage Fetch’s breadth of information, channeling the platform’s ability to sway shopping habits. One creative way to do this? Finding which products are bought in tandem. 

Recently, Fetch examined over 100 million receipts, submitted through the Fetch app from April 1, 2023 to April 30, 2023, to determine which items were purchased together most frequently. The findings both reinforced the popularity of items that many consider to go hand in hand – iconic pairings you know and love – and also revealed some surprising (and potentially controversial!) matches.

Iconic pairings, verified by Fetch

Pancakes & Maple Syrup – The iconic breakfast combo. Shoppers are 35x more likely to purchase pancake mix if maple syrup is already in their basket.

Bagels & Cream Cheese – Another breakfast favorite. Shoppers are 31x more likely to purchase bagels if they’ve already added cream cheese to their cart.

Peanut Butter & Jelly – The go-to lunch. Shoppers are 22x more likely to get peanut butter if they also have jelly.

Bacon & Eggs – Seems we really like breakfast around here. Nearly 13x more likely that eggs will be in a shopper’s basket if bacon is already.

Tortilla Chips & Salsa – A classic chip and dip combo. Shoppers are 8.5x more likely to get salsa if they already have tortilla chips.

Cereal & Milk – Again with the breakfast! Shoppers were 4.8x more likely to buy milk when cereal is already in the cart. 

Odd couples discovered in the Fetch app

Eggs & Ketchup – Nearly 9x more likely that ketchup will be in a shopper’s basket if eggs are already.

Chicken & Waffles – Which isn’t too weird. Shoppers were 6.2x more likely to buy chicken if frozen waffles are already in their cart. 

Pizza & Ranch Dressing – Shoppers were 6.1x more likely to buy ranch dressing when buying pizza.

Fruit Roll-Ups & Ice Cream – The sweet tooth is real. Shoppers were 4.2x more likely to get ice cream when buying Fruit Roll-Ups.

Oreos & Peanut Butter – Shoppers were 3.1x more likely to buy peanut butter buying Oreos.

Milk & Pepsi – Let’s hope we’re not combining these. Shoppers were 2.3x more likely to buy Pepsi when also buying milk.


Fetch’s intelligent insights can help brands find the most apt food pairing for their product – even if it’s a bit unexpected – by incentivizing consumers with personalized offers that encourage the purchasing of complementary products and brands. 

Ready to leverage Fetch to forge connections with shoppers and keep them coming back for more? Get in touch with the Fetch for Business team today – we’d love to be the peanut butter to your jelly!

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