Jack in the Box revamps cult-favorite Pineapple Express with pink twist, viral drinks, and a $4.20 shake just in time for April

Why is Jack in the Box reintroducing Pineapple Express, and what makes it pink this time?

Jack in the Box Inc. has reimagined one of its most iconic limited-time offerings with the debut of the Pink Pineapple Express platform, launched this April as part of its culturally timed promotional strategy. Known for leveraging bold flavor profiles and irreverent marketing, the company is once again leaning into its tradition of beverage innovation to drive consumer engagement and digital sales.

This 2025 reintroduction of the Pineapple Express theme infuses the popular tropical flavor with a new pink twist—targeted at visually driven platforms like TikTok and Instagram where food aesthetics influence customer choice. The campaign’s timing is deliberate, tied closely to mid-April festivities that resonate with the brand’s youthful demographic. According to Ryan Ostrom, Chief Customer and Digital Officer at Jack in the Box, the move exemplifies how the company is reactivating beloved concepts in ways that feel “craveable, timely, and uniquely us.”

What are the new drinks in the Pink Pineapple Express collection?

The Pink Pineapple Express platform consists of three new beverages, each engineered to deliver both flavor and digital buzz. The Pink Pineapple Express Shake is a creamy vanilla-based dessert blended with pink pineapple flavor, crowned with whipped cream and a cherry for visual appeal and indulgence. Meanwhile, the Pink Pineapple Express Twisted Soda presents a carbonated take with lemonade, pink pineapple, and vanilla cream—a playful, fizzy remix designed for drinkable refreshment.

The third entry, Pink Pineapple Express Red Bull® Infusion, taps into energy drink culture by blending pink pineapple and white peach with Red Bull Summer Edition. This version is positioned to appeal to Gen Z consumers who crave multifunctional beverages—something refreshing, energizing, and social-media worthy in one sip. Early reception online has been notably strong, with users sharing first impressions through videos and reactions, building organic momentum for the launch.

By incorporating Red Bull®, a globally recognized lifestyle brand, Jack in the Box is effectively aligning itself with broader trends in beverage innovation while simultaneously leveraging an audience crossover for heightened brand visibility.

How does Jack in the Box’s $4.20 campaign drive digital exclusivity and seasonal engagement?

To further energize the campaign, Jack in the Box is offering the Pink Pineapple Express Shake for a promotional price of $4.20 between April 14 and April 21. This seasonal promotion is only available via the company’s mobile app and online ordering platform—an intentional move to encourage digital transactions and reinforce app-based loyalty.

In addition to the shake discount, customers can also access 50% off the Red Bull® Infusion and Twisted Soda during the same timeframe, incentivizing repeat purchases and exploration of the full Pink Pineapple Express collection. This mobile-first pricing strategy mirrors industry-wide trends where quick service restaurant (QSR) chains are using limited-time digital deals to deepen customer engagement, improve data collection, and reduce reliance on third-party delivery services.

As the campaign enters its fourth year under the Pineapple Express theme, the 2025 edition appears to be its most strategically layered, combining nostalgic flavor, platform exclusivity, and culturally resonant branding in a way that speaks directly to Jack in the Box’s core consumer base.

How does the relaunch reflect broader beverage trends in the QSR space?

The QSR industry has witnessed a sharp uptick in flavor experimentation and limited-edition beverage promotions, driven largely by demand for shareable, differentiated products. Brands like Taco Bell, Wendy’s, and Sonic have embraced similar approaches, but Jack in the Box has carved out its niche through high-flavor, high-visual-impact offerings that lean into cultural and seasonal moments.

This iteration of Pineapple Express not only delivers novelty through its visual aesthetic and flavor profile but also through brand collaboration with Red Bull. The infusion of energy drink culture into fast-food beverages marks a strategic alignment with a demographic that values function as much as flavor. It also opens the door for more beverage collaborations in future campaigns, especially as the beverage category continues to account for growing margins in the QSR segment.

By turning drinks into limited-edition events, Jack in the Box isn’t just offering new menu items—it’s creating a sense of urgency and social relevance that drives impulse purchases and repeat visits.

How does this campaign align with Jack in the Box’s long-term digital and growth strategy?

With approximately 2,200 Jack in the Box locations across 22 states and 600 Del Taco outlets in 17 states, Jack in the Box Inc. is increasingly using mobile technology and digital exclusives to solidify customer retention. Beverage-led campaigns like Pink Pineapple Express act as catalysts for app adoption, with price-based incentives encouraging mobile ordering over walk-in traffic.

This fits into a broader shift within the company’s digital transformation roadmap, where consumer data, app-driven promotions, and personalized experiences are prioritized to stay competitive in a saturated QSR market. Beyond revenue from individual drinks, the Pink Pineapple Express platform serves as a real-time A/B testing ground for understanding flavor preferences, promotional timing, and loyalty behaviors.

Ryan Ostrom’s comments highlight this evolution clearly: innovation at Jack in the Box is no longer confined to new products alone—it’s about how and when those products are released, how they’re priced, and how they’re amplified through digital storytelling.

What is the current market sentiment around Jack in the Box stock?

Jack in the Box Inc. (NASDAQ: JACK) is a publicly traded company whose stock performance has come under scrutiny despite its marketing innovation. As of April 14, 2025, JACK is trading at $24.58—well below its 52-week high of $61.69. This sharp decline has triggered a cautious response among analysts, many of whom are taking a wait-and-see approach.

Market consensus currently categorizes JACK as a “Hold.” Out of 17 analysts, only three rate it as a “Buy,” while 13 recommend holding and one suggests selling. The average 12-month price target stands at $41.50, suggesting a potential upside of nearly 68% from current levels. This disparity between analyst optimism and current pricing reflects broader concerns about top-line growth and sector-wide QSR headwinds.

For FY2025, analysts forecast earnings per share (EPS) of $5.29, up modestly from 2024 figures, but revenue is projected to shrink by 0.17%. JACK’s dividend yield remains notably high at 7.12%, which continues to attract income-focused investors. However, the company is also facing elevated short interest, with approximately 19.5% of its float currently held in short positions—an indicator of bearish sentiment.

Should investors buy, sell, or hold Jack in the Box stock?

For investors considering a position in Jack in the Box, the current recommendation is to hold. The brand continues to show promise through product innovation and digital engagement, as evidenced by the Pink Pineapple Express launch. However, persistent revenue stagnation, high short interest, and broader macroeconomic uncertainty suggest it may be too early to expect a sustained turnaround.

Those already holding JACK stock may benefit from the dividend yield while monitoring quarterly performance for signs of stabilization or margin recovery. Prospective investors may want to wait for more definitive signs of top-line growth or a successful consumer response to ongoing product innovation campaigns like Pink Pineapple Express.