From the Big Screen to the Grocery Shelf: Are Celebrity Meals Here to Stay?
A recent Dieline article by Chloe Gordon examines the rise of celebrity-founded brands and questions their authenticity, often highlighting instances where branding decisions appear borrowed or unoriginal. It discusses how fame provides a marketing advantage but doesn’t always guarantee meaningful involvement or innovative products. The piece suggests that for celebrity brands to succeed in the long term, they must prioritize intentionality and genuine engagement over mere star power.
Walking into a grocery store, it's hard to miss the towering display of celebrity-branded frozen meals. Specifically, in Walmart, you’ll find dishes from renowned chefs like Esther Choi and Kardea Brown alongside offerings from actors like Drew Barrymore and Tom Holland, a surprising fusion of food and fame. One noticeable trend is the striking similarity in packaging design across these products.
Each package design featured a smiling celebrity, posing alongside a beautifully plated meal, with the product name in big, bold letters. While their offerings differed, Kardea Brown’s Smothered Chicken & Rice, Esther Choi’s Hot Honey Sesame Chicken, and Drew Barrymore’s Creamy Parmesan & Basil Chicken Pasta, the visual formula remained consistent.
The Celebrity-Food Connection: Why It Makes Sense
Social media, talk shows, and podcasts have blurred the lines between celebrities and their audiences, making them feel more accessible than ever. Gone are the days when stars were seen as distant, untouchable figures. Fans now feel as though they know celebrities, engaging with their personal lives in ways that weren’t possible before.
Naturally, the next step is food. What does Drew Barrymore make for dinner? What does it taste like? Her frozen meal line offers a glimpse into her home, her tastes, and perhaps an extension of her personality.
Familiarity Alone Doesn’t Sell Food
Consumers may be intrigued by a celebrity name, but they still expect quality, credibility, and authenticity. While celebrities use their likeness to market an extension of themselves, shoppers ultimately decide whether the product delivers on taste, value, and relevance.
One celebrity who has successfully bridged the gap between name recognition and product quality is Shaq, who partnered with The Hershey Company to create SHAQ-A-LICIOUS gummies. More than just candy, these sculpted face gummies embody Shaq’s larger-than-life personality, featuring big, bold flavors that reflect his signature style. The product even incorporates literal depictions of his nicknames “The Big Cactus” and “The Big Shamrock,” tying it directly to his personal brand. With Sterling's support, SHAQ-A-LICIOUS brings an authentic, innovative touch to the candy aisle, offering a uniquely personal creation that stays true to Shaq’s legacy.
What Will Keep Celebrity Food Brands on Shelves?
As the market for celebrity food brands becomes increasingly saturated, relying solely on star power won’t always be enough to ensure longevity. To stand out, these brands must prioritize strategic positioning by clearly defining their niche and value proposition, ensuring they offer something distinct in the industry. Intentional branding is also crucial, as a compelling identity that resonates with consumers will be more effective than just a famous name on the package. Most importantly, there must be an authentic alignment between the founder and the product, consumers are more likely to trust and engage with a brand that genuinely reflects the celebrity’s personal brand and expertise.
Success will depend on how well these products reflect consumer needs, not just the star behind them. And on that note, I’m excited to see who makes better lasagna, Sabrina Carpenter or Timothée Chalamet.
