Rob’s Backstage Popcorn has introduced a new product in partnership with Grammy-winning artist Kelly Clarkson, named Kelly’s Classic BBQ. The brand, co-owned by pop band the Jonas Brothers and The Naked Market, made its retail debut last year. This collaboration originated when the brothers guest-starred on Clarkson’s talk show last April to promote their popcorn; she “fell in love” with it, according to the brand, and decided to develop a sweet, smoky barbecue flavor. “We’re excited to team up with Kelly Clarkson for this new flavor in the Rob’s Backstage Popcorn range,” stated Nick Jonas, one of the co-founders. “We’re thankful for her enthusiastic support since our retail launch last year. Kelly’s BBQ flavor draws on her Southern roots, offering a distinctive twist on our original flavor profile.” The new flavor will be available on the brand’s website as well as at Walmart, Albertsons, and Kroger.
As noted in the press release, the popcorn recipe was refined for over thirty years by the father of one of the Jonas Brothers’ managers, Rob Garbowsky. Nick Jonas conceived the idea to market the popcorn after it became a beloved snack for the band. Celebrities frequently leverage their fame to enter the consumer packaged goods (CPG) sector, creating a built-in audience for products that might otherwise go unnoticed. Food and beverage companies often pay premium prices for celebrity endorsements of already established products, and entertainers are increasingly acquiring or launching their own brands to diversify their income streams. For instance, actor Ryan Reynolds became a co-owner of Aviation gin in 2018, which was acquired by Diageo for $610 million in 2020. Similarly, rap icon Snoop Dogg introduced a line of THC-infused snacks last October.
Newcomers to the popcorn market often differentiate themselves with unique flavors. Opopop, a premium popcorn brand known for its Flavor Wrapped kernels, has introduced quirky options like Wasabi, Chedapeño, and Pickle Monster.
In another development, as non-dairy ice cream becomes more mainstream, Breyers is launching its first oat milk-based non-dairy vanilla ice cream. Owned by Unilever, Breyers has been producing non-dairy ice cream with almond milk since 2017, but this is its debut with oat milk. This new offering is significant as it represents the first non-dairy vanilla ice cream from Breyers, which claims that its formula has been upgraded to use the popular oat milk, ensuring it looks and tastes like its classic vanilla flavor, complete with the characteristic dark specks of vanilla bean in each scoop.
Vanilla ice cream, often viewed as the epitome of simple yet satisfying desserts, remains one of America’s favorites. While the ice cream market has expanded to include a plethora of flavors, toppings, and mix-ins, vanilla still ranks high among consumers. A study from the International Dairy Foods Association and Research America found that vanilla is the second most popular flavor among manufacturers and third among consumers. According to a YouGov poll, nearly 60% of Americans enjoy vanilla ice cream, with 11% naming it their favorite.
Oat milk ice cream is not a new concept; Danone’s So Delicious brand was the pioneer in 2019, followed by oat milk leader Oatly adding a frozen dessert to its U.S. lineup that summer. Breyers’ entry into the oat milk ice cream market is noteworthy due to its strong reputation and market share. Unilever claims its vanilla is the leading flavor in the market, and the brand typically performs well in consumer taste tests. By introducing an oat milk-based vanilla, Breyers broadens access to dairy-free options and demonstrates confidence in the quality of its new product. The simplicity of vanilla ice cream, free from additional flavors or colors that could mask any imperfections, sets a high standard for performance. With this launch, Unilever clearly believes that this dairy-free ice cream is outstanding.
In a fun twist, Danone-owned coffee creamer brand International Delight has unveiled its latest creation: Friends Manhattan Hazelnut Mocha creamer, inspired by the beloved ‘90s sitcom. The packaging features cartoon renditions of “Friends” characters alongside the iconic Central Perk coffee shop. The creamer is also available in a Zero Sugar option. “As Americans increasingly seek to recreate their favorite coffeehouse experiences at home, International Delight Hazelnut Mocha creamer is Central Perk approved,” stated Kallie Goodwin, the company’s vice president of marketing.
This product follows other collaborations between International Delight and Warner Bros. In 2020, the brand launched creamers inspired by Buddy the Elf from the holiday classic “Elf,” and last spring, it debuted Wonka Whipple Scrumptious Fudgy Caramel creamer inspired by “Willy Wonka and the Chocolate Factory.” While cartoon characters often promote products aimed at children, film and television tie-ins have long been a successful strategy for marketing new items and limited-time flavors. PepsiCo, for example, entered a $2 billion deal with Lucasfilm in 1996 to license snack and beverage products featuring “Star Wars” branding. Recently, nostalgia has become a significant selling point for brands, leading to a rise in products featuring familiar entertainment properties.
As the market continues to evolve, the introduction of diverse flavors and products, including those like calcium citrate gummies sugar free, reflects consumer demand for both novelty and health-conscious options.