As natural and organic foods become more popular with consumers, it only makes sense that celebrities are supporting—or even creating—brands in the space. Below are seven brands that celebrities have invested in since the beginning of 2020.
Guy Berryman, bass player for Coldplay, is one of the founders of Bodyhero, a line of clean-label, high-fiber, low-sugar, plant-based protein products. Its offerings include powders, bars and RTD shakes.
"Bodyhero delivers everything you need, includes nothing you don’t, and with zero compromise on taste," its website pronounces. The company plants a tree in Madagascar for every order from its website and finances carbon reduction projects to offset its carbon footprint.
Not only is G.O.A.T. Fuel created by an actual G.O.A.T.—the esteemed NFL receiver Jerry Rice—the company is headed by a Black woman—his daughter, Jaqui Rice. The company was founded in 2019; GNC began distributing it at the end of 2020.
The energy drink is a proprietary blend of Cordyceps sinensis mushrooms, 200 mg of natural caffeine, green tea with EGCG (Epigallocatechin gallate), ginger, amino acids and 10 essential vitamins. Cordyceps are found in areas of India, China and Nepal, but the product is manufactured in the United States.
G.O.A.T. Fuel is available in four flavors: blueberry lemonade, peach pineapple, tropical berry and pink candy. The beverages contain no sugar, no aspartame and no preservatives, and they are vegan, gluten free and non-GMO.
As Beyond Meat and Impossible Foods have captured consumers' attention in the alternative meat market, Gathered Foods has attracted celebrity investors to the plant-based seafood category.
In May, the company announced that Woody Harrelson, Shailene Woodley, Paris Hilton and Lance Bass had invested in Good Catch, which offers plant-based fish and seafood products including tuna packed in water, Mediterranean-flavored tuna, seafood patties and crab cakes. This month, the company completed a very successful series B round.
Good Catch uses legumes—a blend of peas, chickpeas, fava beans and more—and algae oil to create a seafood-like flaky texture with seafood flavors and omega-3s.
Broadway musical fans of a certain age might remember characters in "Rent" ordering "meatless balls" at a nearby restaurant.
Well, the creator of Beyond Burger, Dave Anderson, has created PigOut Pigless Pork Rinds, a nutritious, vegan snack made of rice and pea protein. PigOut snacks—available in original, nacho cheese, Hella Hot and Texas BBQ flavors—are free from gluten, soy, GMOs, cholesterol and trans fats. They are made with mushrooms, sunflower oil and sea salt and offers 25 grams of protein per bag.
Because Pigless Pork Rinds might be a healthy solution to the munchies, it only makes sense that a certain musician and marijuana aficionado has invested in the product. In addition to Snoop Dogg, other celebrities invested in the company include Kings of Leon bass player Jared Followill, actresses Alexandra Paul and Emily Deschanel, "dog whisperer" Cesar Milan, country music singer Dierks Bentley and actor Alan Cunning.
Singer and actress Rihanna and singer H.E.R. (Gabriella Sarmiento Wilson) recently invested in Partake Foods, a New York company that makes vegan, gluten-free and allergy-free cookies and baking mixes. Founder Denise Woodard, a Black woman, started making her own healthy snacks after her daughter was diagnosed with severe food allergies.
Jay-Z’s Marcy Venture Partners invested in the company in 2019.
Slice of Sauce
Former New York Yankee shortstop—and Jennifer Lopez' fiancé—Alex Rodriguez sat in as a visiting shark on the Jan. 15 episode of Shark Tank and left with a 15% stake in Slice of Sauce. He invested $200,000 that will convert to equity if the company reaches $1.8 million in sales.
Slice of Sauce aims to save consumers the unsavory problem of trying to eat a soggy, condiment-laden bun on their favorite burger or sandwich—as well as the mess involved when that squirt of ketchup misses its target or drips on a shirt.
The product, which is available for preorder because of limited inventory, is offered in four flavors: classic ketchup, spicy sriracha, Secret Aardvark Habanero Hot Sauce and Frank's Red Hot Slices. As a father, Rodriguez said he was attracted to the idea of having a mess-free condiment available away from home.
Scheduled to be available across the country this spring, ZOA Energy offers B vitamins for energy and vitamins C and D for immunity support. Green tea is blended with unroasted green coffee, electrolytes, amino acids and superfoods such as turmeric, camu camu and acerola.
ZOA does not contain preservatives, artificial ingredients or additives, which many of the category's leading products have.
Dwayne Johnson worked with Dany Garcia, Dave Rienzi and John Shulman to develop the beverage, which will be exclusively distributed in the United States by Molson Coors.