Stars continuing culinary endeavors: Who else among celebrities is peddling edibles? (Focusing on Pamela Anderson's release of salted cucumbers and suggesting similar ventures by other celebrities)
In the ever-evolving world of business, celebrities are increasingly turning their attention to the food industry, launching and investing in various food products and brands that resonate with their fans and broader audiences.
A Taste of Stardom: Celebrity Food Brands
One notable example is Jimmy Donaldson, better known as MrBeast, who launched the Feastables chocolate brand in 2022. The brand, focusing on a good composition with select cocoa beans and no artificial additives, quickly became a viral phenomenon through quests, giveaways, and collaborations, setting a new standard in the chocolate market.
Indian actors Genelia and Riteish Deshmukh followed suit with their plant-based meat brand, Imagine, reflecting their shift away from animal protein and targeting consumers seeking sustainable alternatives. Meanwhile, Pamela Anderson introduced Pamela’s Pickles, a limited-edition line made from her great-aunt’s recipe, emphasizing homemade and nostalgic appeal.
Meghan Markle expanded her lifestyle brand As Ever (formerly American Riviera Orchard) into jams, wines, and baking mixes, integrating her interests in food, gardening, and joyful living. Sanya Malhotra launched Bree Matcha, inspired by her travels to Japan and appreciation for matcha’s calming energy.
Notable investments in the plant-based meat sector include those made by Jay-Z, Serena Williams, Katy Perry, Trevor Noah, Jaden Smith, Ruby Rose, and others in Impossible Foods, a major player in vegan plant-based meat products like burgers and nuggets. Similarly, Leonardo DiCaprio, Snoop Dogg, Chris Paul, DeAndre Hopkins, and others have invested in Beyond Meat, another prominent plant-based meat company noted for its appeal among pro athletes.
Drew Barrymore became Chief Mom Officer for Quorn, a UK-based vegetarian brand reformulating products to be vegan-friendly, including meatless filets and grounds. Tom Brady co-created Goat Gummies, a vegan gummy snack brand focusing on clean ingredients suitable for families. Patrick Schwarzenegger launched Mosh, a brain-health-focused protein bar company with a new line of plant-based products promoting inclusion.
Leonardo DiCaprio, Snoop Dogg, and Rihanna have also backed vegan snack startups such as Partake Foods and Hippeas.
Collaborations Boost Sales and Engagement
Besides launching their own brands, celebrities often partner with major food companies for limited-edition products to boost sales and engagement. Examples include Selena Gomez collaborating with Oreo on a limited-edition horchata-inspired cookie, Bad Bunny partnering with Ritz crackers for new flavors targeting younger, diverse consumers, and Walton Goggins featured in ads for PepsiCo’s Doritos promoting new flavors.
A Focus on Social Responsibility
While some celebrity food brands, such as Feastables, do not have charitable contributions or connections to a celebrity’s foundation, others do. For instance, part of the proceeds from the sale of Bongiovi Pasta Sauces go to the Jon Bon Jovi Soul Foundation, which helps the homeless and underprivileged. Pamela's Pickles, priced at approximately $35 per jar, supports the California Wildlife Center.
The Rise of Celebrity Food Brands
The launch of these celebrity food brands is a recent trend in the industry. Notable examples include Nastya Ivleeva's Eazy peazy brand, offering chips and energy drinks, targeting a younger demographic with cartoon packaging, bright "cans," and social media promotion. However, the brand closed last year, with Ivleeva stating that she had outgrown the business.
Belarusian blogger Vlad A4 started with chips and Lava Lava drinks, similar to Nastya Ivleeva’s products in terms of packaging design. His brand, Бумага, now offers a wide range of products including chocolate, chewy candies, and corn sticks, available in stores and on marketplaces.
Celebrities, including those from Hollywood, Russia, and Belarus, are actively entering the food industry and releasing products under their own names. This trend blends personal passion, lifestyle alignment, and market trends in health, sustainability, and nostalgia, creating relatable and often plant-based edible ventures that appeal to broad audiences.
- In line with their personal interests and lifestyles, celebrities like Meghan Markle, Genelia Deshmukh, and Sanya Malhotra have ventured into the food industry by launching their own food brands, offering products such as jams, wines, plant-based meat, and matcha-inspired products.
- Celebrities such as Rihanna, Snoop Dogg, and Drew Barrymore have also backed vegan snack startups, reflecting a rising trend of celebrity involvement in the food industry that aligns with health, sustainability, and social responsibility concerns.
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