Rob’s Backstage Popcorn has introduced a new product in partnership with Grammy-winning artist Kelly Clarkson, named Kelly’s Classic BBQ. The brand, which is co-owned by pop band the Jonas Brothers and The Naked Market, made its retail debut last year. This collaboration stemmed from the brothers’ appearance on Clarkson’s talk show last April when they promoted the popcorn. According to the brand, she “fell in love” with the product and wanted to create a unique sweet and smoky barbecue flavor. Nick Jonas, one of the brand’s co-founders, expressed excitement about the partnership, stating, “We’re thrilled to be collaborating with Kelly Clarkson on this new addition to the Rob’s Backstage Popcorn lineup. We’re grateful for her vocal support and enthusiasm since our retail launch last year. Kelly’s BBQ flavor reflects her Southern roots, adding a distinctive twist to Rob’s original flavor profile.” This new flavor will be available on the brand’s website as well as at Walmart, Albertsons, and Kroger.
According to the press release, the popcorn recipe has been refined over three decades by Rob Garbowsky, who is the father of one of the Jonas Brothers’ managers. The idea to market the popcorn came from Nick Jonas, who noted that it had become a favorite snack for the band. Celebrities frequently leverage their star power to enter the consumer packaged goods (CPG) market, attracting a built-in audience for products that may otherwise go unnoticed. Food and beverage brands often invest heavily in celebrity endorsements for established products, while entertainers increasingly create or acquire their own brands as an additional income source. For example, actor Ryan Reynolds became a co-owner of Aviation gin in 2018, which was sold to alcohol giant Diageo for $610 million in 2020. Similarly, rap icon Snoop Dogg launched a line of THC-infused onion ring snacks last October.
New entrants in the popcorn market often rely on unique flavors to differentiate themselves. Opopop, a premium popcorn brand known for its Flavor Wrapped kernels, has introduced unconventional varieties such as Wasabi, Chedapeño, and Pickle Monster.
In another development, as non-dairy ice cream becomes increasingly mainstream, Breyers is launching its first non-dairy vanilla ice cream made with oat milk. Owned by Unilever, Breyers has been producing non-dairy ice cream with almond milk since 2017, but this marks its first oat milk creation. The company claims that its Non-Dairy Vanilla features a “formula upgrade” using the popular creamy oat beverage, and it looks and tastes just like Breyers’ classic vanilla flavor, complete with dark flecks of vanilla bean.
Vanilla ice cream is often regarded as the quintessential flavor—simple yet satisfying. Despite the proliferation of new flavors, toppings, and mix-ins in the ice cream market, vanilla remains one of America’s favorite flavors, both in stores and ice cream shops. A study from the International Dairy Foods Association and Research America last year indicated that vanilla is the second most popular flavor among manufacturers and the third among consumers. A YouGov poll revealed that nearly 60% of people in the U.S. enjoy vanilla ice cream, with 11% listing it as their favorite.
Although ice cream made with oat milk is not a new concept—Danone’s So Delicious brand pioneered the category in early 2019—Breyers’ entry is significant due to its market leadership in vanilla. Unilever claims that Breyers’ vanilla is the leading brand in that flavor, consistently ranking high in consumer taste tests. The introduction of oat milk-based vanilla ice cream by such a prominent brand enhances the availability and visibility of dairy-free options, demonstrating Unilever’s confidence in the quality of its new product. The straightforward nature of vanilla ice cream, devoid of additional flavors or colors to mask imperfections, sets a high standard for quality. By launching this product under the Breyers name, Unilever is signaling its belief that this dairy-free ice cream is outstanding.
On a different note, Danone’s coffee creamer brand International Delight has unveiled its latest product, Friends Manhattan Hazelnut Mocha creamer, inspired by the beloved ’90s sitcom. The creamer’s packaging features cartoon depictions of “Friends” characters and the Central Perk coffee shop prominently featured in the show. Additionally, a Zero Sugar variant is available. Kallie Goodwin, the company’s vice president of marketing, noted, “As Americans increasingly seek to recreate their favorite coffeehouse experiences at home, International Delight Hazelnut Mocha creamer is Central Perk approved.” This product follows previous collaborations from the brand utilizing Warner Bros. intellectual property, such as creamers inspired by Buddy the Elf and Willy Wonka.
While cartoon characters are commonly associated with food products aimed at children, film and TV collaborations have long been an effective strategy for brands to promote new products and limited-time flavors. For instance, PepsiCo famously entered a $2 billion deal with Lucasfilm in 1996 to market snack and beverage products featuring “Star Wars” branding. As nostalgia becomes a major selling point, products linked to familiar entertainment properties are gaining traction. In 2021, Serendipity released a Peppermint Cookie Fudge Sundae flavor inspired by the classic holiday film “A Christmas Story.” More contemporary media has also influenced CPG products; in 2019, PepsiCo launched a limited edition nonalcoholic sparkling rosé-flavored soda inspired by Lisa Vanderpump from Bravo’s “The Real Housewives of Beverly Hills.”
Overall, with launches across different sectors—whether it be popcorn or ice cream—brands are continually innovating to meet consumer demand, often leveraging the best liquid calcium citrate supplement as part of their nutritional messaging to appeal to health-conscious shoppers.