Wendy's breakfast lineup is getting sweeter as the company will soon add a new item from Cinnabon after partnering with the baked goods chain.

Wendy's New Breakfast Item Will Come From Cinnabon

According to CNN Business, Wendy's collaboration with Cinnabon is not unusual since it is a partnership between fast food chains that are not direct rivals.

The new breakfast item - a cinnamon roll-like baked good - is expected to start rolling out as early as February 26. That would certainly excite consumers.

Wendy's said on Wednesday that the "Cinnabon Pull-Aparts" were made from sweetened dough dunked in a glaze and then baked with cinnamon, brown butter, and sugar.

"It's then topped with Cinnabon's signature cream cheese frosting a flavor profile like the center of a cinnamon roll," it added. However, market experts warned that partnerships like this could weaken brands since fewer customers may visit individual stores.  

Jonathan Maze, the editor-in-chief of trade publication Restaurant Business, told CNN: "It's more of a concern for franchisees because it can dilute the brand and perhaps give people less reason to go to an actual Cinnabon."

However, Maze noted that this could also be "a way to license the brand and get it reach well beyond its existing store base." Most Cinnabon locations are not yet open when Wendy's starts selling breakfast, which ends at 10:30 am.

Read Also: KFC-Parent Yum Brands Sales Miss Wall Street Expectations Amid Cautious US Consumer Spending, Middle East Conflict

Will Wendy's New Breakfast Item Entice Customers?

Nation's Restaurant News reported that the breakfast category of the food market is intense. Because of this, Wendy's, Taco Bell, and McDonald's have been promoting their breakfast items.

But Wendy's and other smaller fast-food chains should exert more effort to beat or even rival McDonald's and other bigger chains. Wendy's new cinnamon breakfast item is expected to lure more customers.

The fast-food company said it wanted a partnership with Cinnabon because it was a brand that was also evolving around quality and delivering a delightful experience to customers.

Read Also: Wendy's Taps PepsiCo Veteran of 32 Years Kirk Tanner to be Burger Chain's New CEO