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Snack Brands Enlist Hollywood Stars As Investors, Promoters

January 29, 2021: 12:00 AM EST
Joining bakery companies promoting bread and other products, snack brands have enlisted the help of big-name celebrities to invest in, and promote, their products among “star-struck consumers.” Some notable examples: Bonilla a la Vista’s Patatas Fritas saw sales surge150 percent after the potato chips were shown in the thriller Oscar-winner “Parasite;” the dried meat snacks of Stryve Foods were endorsed by actor/producer Channing Tatum and Los Angeles Chargers quarterback Justin Herbert, both of whom have invested in the company; Oreo has become an official sponsor of Lady Gaga’s Born This Way Foundation and will be rolling out limited edition Lady Gaga-themed Oreo cookies inspired by the album Chromatica; and Black female-founded snack brand Partake Snacks landed Grammy Award winner Rihanna as a participant in a $4.8 million series A funding round.
Gill Hyslop , "The bakery and snack brands aiming for the stars by banking on big Hollywood names", BakeryAndSnacks.com, January 29, 2021, © William Reed Business Media Ltd
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