Celebrity involvement in the food industry is a magnet for consumer interest, lending visibility and credibility to products in the competitive market.
Yet, while some celebrity-backed brands flourish, others have faltered under operational challenges or failed to resonate with consumers.
The promise of celebrity branding
Several celebrity-driven brands have achieved notable success by combining authenticity, innovation and strong operational strategies. These brands often draw from their founders' personal stories, forging a deeper connection with consumers that goes beyond mere celebrity.
Wheaties is perhaps the most enduring example of celebrity-backed success. Since 1934, the General Mills-owned cereal has featured over 850 iconic athletes, from Lou Gehrig to Michael Jordan and Serena Williams. This association with sports excellence has cemented the cereal’s cultural status – bolstering its market presence as the ‘breakfast of champions’.
For athletes, being featured on a Wheaties box is regarded as a prestigious honour. Gold-medal decathlete Dan O’Brien described it as being “a member of a really cool club of fraternity,” adding “it’s an identifier of athletic excellence. It’s people who have raised the level of competition in their selected sport.”
Added gymnast and three-time Olympian Dominique Dawes, “There has been the likes of Serena [Williams] on the cover, Muhammad Ali, Mary Lou Retton, you name it … Just to be mentioned alongside those other champions is truly an honour.”
This symbolic connection to sports heroes has driven consumer loyalty for nearly a century, proving how effectively star power can elevate a brand’s image.
Another standout is Flutie Flakes, a cereal launched by football quarterback Doug Flutie in 1998. The product sold over three million boxes, with proceeds benefiting the Doug Flutie Jr. Foundation for Autism, established to commemorate Flute’s son.
The cereal’s popularity was further evidenced when the millionth box, auctioned online, fetched over $1,400.
“It was a fun thing and it raised a lot of money for a good cause,” said Flutie at the time.
Rob’s Backstage Popcorn, cofounded by the Jonas Brothers, is another recent success. A nostalgic-family-recipe-turned-commercial-product, the brand secured a $7m funding round in 2023, led by Palm Tree Crew, the venture capital firm of DM and music producer Kygo, along with the Hershey Co and celebs like Ryan Tedder, Mindy Kaling, Joe Haden and Glen Power.
Strategic collabs with other celebs – like Kelly’s Classic BBQ variant inspired by Kelly Clarkson’s southern roots, and Mumbai Nights, a nod to the home spices of Nick Jonas’ wife Priyanka Chopra Jonas – has also helped to broaden the brand’s appeal, expanding into over 8,000 retail stores across the US.
“It’s been such a journey to see Rob’s Backstage Popcorn grow over the past few years, and I’m thrilled for the upward trajectory to continue,” said Nick Jonas.
Additionally, Rob’s Backstage Popcorn has engaged in philanthropic efforts, donating 100,000 bags of Rob’s Kettle Corn and 100% of all proceeds to The Salvation Army in November 2022.
This blend of celebrity influence and charitable purpose resonates with consumers, highlighting the power of authenticity in driving sales.
The celeb chef effect
Celebrity chefs have a particularly strong track record in the food industry, thanks to their expertise and credibility.
In the UK, Paul Hollywood’s ready-to-bake range brought artisanal bread to mainstream retailers, while Gail’s Artisan Bakery, cofounded by renowned Chef Yael Mejia, expanded through partnerships with Waitrose.
In the US, brands like Fitcrunch and Sprinkles Cupcakes demonstrated the potential of chef-driven ventures.
Fitcrunch – co-founded by celebrity chef and fitness fanatic Robert Irvine in 2012 – stands out as a leader in the high-protein baked goods sector. Irvine’s culinary credibility, paired with investments in automated production facilities, enabled the company to triple its production capacity to experience a 52% growth in revenue in the three months to September 2024, culminating in its acquisition by 1440 Foods.
According to Chef Irvine, who is also a philanthropist and known for his support for military veterans, what makes his bar stand out is the “soft-batch cookie dough baked centre, just like grandma used to make for us as kids.”
He added, “Having been a part of Fitcrunch since it was just an idea, it is incredible to see what has been achieved over the past eleven years. I am extremely proud of the business our team has built.”
Sprinkles Cupcakes, founded in 2005 by pastry chef and TV personality Candace Nelson, revolutionised the cupcake market with its boutique bakeries and the innovative Cupcake ATM, a 24-hour automated dispenser that offers freshly baked cupcakes.
Sharing her vision, she said, “I realised there was a place for a cupcake bakery that was sophisticated and fresh and interesting and fun.”
The brand has sold over 75 million cupcakes, expanded to 40 locations and became a favourite among event planners and foodies alike. In 2014, Nelson sold Sprinkles to a private equity group.
When celeb brands falter
While star power can provide a brand with a head start, it’s not a guaranteed path to success. In fact, brand management agency Cascadian Managing Brands stated that over 70% of celebrity-backed food and beverage brands flop, while a report by Numerator highlights that only 18% of shoppers can correctly identify the celebrity associated with a brand.
Snoop Dogg’s Broadus Foods highlights the challenges of scaling a celebrity-driven brand. Launched in 2022, the company aimed to diversify the breakfast market with products like Snoop Cereal in partnership with Post Consumer Brands. Despite strong branding and a mission to support charitable causes, Snoop Cereal faced major distribution challenges. In February 2024, Snoop Dogg and his business partner Master P filed a lawsuit accusing Post and Walmart of hiding cereal boxes in stockrooms and hindering sales.
Despite these challenges, Broadus Foods remains active in the market, with breakfast products under its Momma Snoop brand – cereal, oatmeal, grits, pancake mix and syrup – available online and through various retailers.
Other examples of faltering celebrity brands include Kylie Jenner’s Glow beverages and Jason Momoa’s Mananalu Water, which struggled due to unclear branding and lack of differentiation in crowded markets. Kate Hudson’s nutritional line, while initially popular, also failed to sustain consumer interest, as did David Beckham’s Organic Coconut Water, Shaquille O’Neal’s Shaq Fu Punch and Selena Gomez’s Revival Ice Cream.
Why some celeb brands work and others don’t
The difference between thriving and floundering often lies in three factors: authenticity, product quality and operational strength.
Authenticity builds trust. When a product aligns with a celebrity’s identity or mission, consumers are more likely to connect with it. For example, Doug Flutie’s Flutie Flakes resonated because of its link to his personal advocacy for autism awareness. Similarly, Robert Irvine’s Fitcrunch succeeded by reflecting his expertise in health-focused cuisine.
Product quality ensures repeat purchases. Consumers may try a celebrity-backed product out of curiosity, but they’ll only buy it again if it delivers value. Sprinkles Cupcakes thrived because of its superior taste and innovative offerings, as did Rob’s Backstage Popcorn, whereas Glow faded quickly. Positioned as an energy and hydration beverage, the product drew criticism for being more focused on capitalising on Jenner’s fame than delivering genuine benefits.
Operational excellence is crucial for scalability. Fitcrunch’s investment in automated facilities and robust distribution networks ensured its market success, while Broadus Foods’ struggles with distribution highlight the risks of weak partnerships.
Star power undeniably provides a head start for brands, but for every success, there are cautionary tales, underscoring that long-term success requires much more than a famous name. As consumer expectations continue to evolve, the most successful ventures will be those that align star power with substance, delivering products that truly resonate.