PHILADELPHIA —Sweet treats manufacturer Tastykake, a Flowers Foods brand, teamed up with Marvel Animation’s X-Men ’97 to shake up the baked goods aisle this summer with a special-edition packaging promotion that’s equal parts indulgence and action.

The X-Men ’97 packaging will be featured on Tastykake products, including family pack Krimpets and Kandy Kakes; powdered and frosted bag donuts; 6-count Pecan Swirls; and single-serve glazed, iced and Boston Creme Honey Buns.

“Tastykake and X-Men ’97 are a delicious match — two beloved brands that keep families coming back for more,” said Heather Kelly, brand manager for Tastykake. “For more than a century, Tastykake has been a lunchbox staple passed down like a treasured family recipe, and X-Men ’97 carries that same generational nostalgia, bringing parents and kids together.”

A multi-channel consumer campaign with social media content, in-store displays and a brand sweepstakes is planned to draw attention to the launch.