{"id":132,"date":"2023-12-15T23:56:17","date_gmt":"2023-12-15T23:56:17","guid":{"rendered":"http:\/\/www.getempowered.services\/digitalagency\/uncategorized\/influencer-founded-food-and-beverage-brands-are-they-good-business\/"},"modified":"2023-12-15T23:56:17","modified_gmt":"2023-12-15T23:56:17","slug":"influencer-founded-food-and-beverage-brands-are-they-good-business","status":"publish","type":"post","link":"https:\/\/www.getempowered.services\/digitalagency\/uncategorized\/influencer-founded-food-and-beverage-brands-are-they-good-business\/","title":{"rendered":"Influencer-Founded Food and Beverage Brands: Are They Good Business?"},"content":{"rendered":"<div class=\"hs-featured-image-wrapper\">\n <a href=\"https:\/\/blog.hubspot.com\/marketing\/influencers-food-and-bev\" title=\"\" class=\"hs-featured-image-link\"> <img decoding=\"async\" src=\"https:\/\/blog.hubspot.com\/hubfs\/Copy%20of%20Featured%20Image%20Template%20Backgrounds%20%2815%29.webp\" alt=\"why influencers are flocking to the food and beverage industry\" class=\"hs-featured-image\" style=\"width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;\"> <\/a>\n<\/div>\n<p>I&#8217;m writing this while sipping coffee made by Emma Chamberlain&#8217;s French press. The 22-year-old YouTuber is not only Gen Z\u2019s <a href=\"https:\/\/www.tubefilter.com\/2022\/04\/07\/taking-stock-with-teens-emma-chamberlain-tiktok-youtube\/\">favorite influencer<\/a>, but also a big-time entrepreneur.<\/p>\n<p>I&#8217;m writing this while sipping coffee made by Emma Chamberlain&#8217;s French press. The 22-year-old YouTuber is not only Gen Z\u2019s <a href=\"https:\/\/www.tubefilter.com\/2022\/04\/07\/taking-stock-with-teens-emma-chamberlain-tiktok-youtube\/\">favorite influencer<\/a>, but also a big-time entrepreneur.<\/p>\n<p>Her coffee brand, launched in 2020, <a href=\"https:\/\/blog.hubspot.com\/marketing\/chamberlain-coffee\">took off<\/a>&nbsp;among young coffee lovers (and even tempted me, a not-so-young coffee lover).<\/p>\n<p>It got me thinking: <strong>Has food and beverage become the new playground for creators and influencers? <\/strong><\/p>\n<p>So I looked into a few players:<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" alt=\"Table of influencer-founded food and bev companies\" src=\"https:\/\/lh7-us.googleusercontent.com\/dEnb_g_RP7OHpV5bIX9qFx7AYRY-07DvmW7oubNBBTGPQ1k7TU1b2-Pip0MktelFRfLxW2oHae9DcFw4bHVyP8KgXwNfrptbp92h8EEqtFA1V6F7JOfGLzJUAxlxK9FllfHlk6btPRbv4ErV3Fg0YA\" title=\"\" width=\"672\" height=\"272\" style=\"margin-left: auto; width: 672px; height: auto; max-width: 100%; margin-right: auto; display: block;\"><\/p>\n<p style=\"font-size: 10px; text-align: center;\"><em><strong>Source: Company websites<\/strong><\/em><\/p>\n<p>Turns out they\u2019re doing pretty well \u2013 some even minting billions.<\/p>\n<ul>\n<li>Prime, Logan Paul\u2019s energy drink, is primed to exceed <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2023-11-08\/prime-drinks-from-logan-paul-and-ksi-set-to-pass-1-2-billion-in-sales?sref=3Ac2yX40\">$1.2B<\/a>&nbsp;in annual sales<\/li>\n<li>Feastables raked in <a href=\"https:\/\/www.businessinsider.com\/how-youtuber-mrbeast-feastables-uses-giveaways-data-to-sell-chocolate-2022-5\">$10m<\/a>&nbsp;in chocolate bar sales within a few months<\/li>\n<li>Chamberlain Coffee makes <a href=\"https:\/\/www.zoominfo.com\/c\/chamberlain-coffee-llc\/480015623\">~$6m<\/a>&nbsp;annually, and recently raised <a href=\"https:\/\/www.finsmes.com\/2023\/06\/chamberlain-coffee-raises-7m-in-funding.html\">$7m<\/a>&nbsp;<\/li>\n<li>The D\u2019Amelio family raised <a href=\"https:\/\/www.foodbev.com\/news\/damelio-brands-raises-5m-to-expand-into-food-and-beverage-sector\/\">$5m<\/a>&nbsp;to foray into snacks<\/li>\n<\/ul>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=04337ab8-caad-4aa6-8c1f-f4b22dbed285&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important; width: auto !important; max-width: 100% !important;border-width: 0px; \/*hs-extra-styles*\/; \" alt=\"Download Now: Free Influencer Marketing Guide + Templates\" height=\"58\" width=\"552\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/04337ab8-caad-4aa6-8c1f-f4b22dbed285.png\"><\/a><\/p>\n<h2><strong>Why Influencers Flock to the Food and Beverage Industry<\/strong><\/h2>\n<p>For starters, it\u2019s lucrative. Food and beverage accounts for over <a href=\"https:\/\/www.marketsandmarkets.com\/Market-Reports\/consumer-packaged-goods-cpg-market-206400133.html\">30%<\/a>&nbsp;of the <a href=\"https:\/\/finance.yahoo.com\/news\/consumer-packaged-goods-cpg-market-171824915.html#:~:text=The%20global%20Consumer%20Packaged%20Goods,USD%202448010.38%20million%20by%202028.\">$2T<\/a>&nbsp;consumer packaged goods industry. Plus, the entry barrier is relatively low.<\/p>\n<p>And creators and influencers are well positioned to take a slice of the pie:<\/p>\n<p>\ud83d\udcb0They\u2019re already the winning formula for CPG brand marketing. These brands spend <a href=\"https:\/\/openinfluence.com\/wp-content\/uploads\/CPG_Trend_Report_Aug_2023.pdf\">~$40B<\/a>&nbsp;per year in ads, a big chunk of which goes to creator partnerships.<\/p>\n<p><strong>\u2764\ufe0f <\/strong>Their content often fits well with daily refreshments like snacks and coffee, and their relatable nature <a href=\"https:\/\/blog.hubspot.com\/marketing\/state-of-consumer-trends-report?hubs_content=blog.hubspot.com%2Fmarketing%2Fsocial-shopping-trends&amp;hubs_content-cta=one\">inspires trust<\/a>&nbsp;among young consumers.<\/p>\n<p>\ud83d\udcc9 Loyalty for legacy brands is <a href=\"https:\/\/www.fooddive.com\/news\/consumers-trust-food-brands-morning-consult-2022\/625477\/\">waning<\/a>, and there\u2019s space for influencers to get in. With a built-in brand and audience, it\u2019s easier to gain traction for their products \u2013 especially if they play up the <a href=\"https:\/\/hashtagpaid.com\/banknotes\/influencer-trends-in-food-beverage\">health angle<\/a>.<\/p>\n<h2><strong>They&#8217;re Not Doing It Alone<\/strong><\/h2>\n<p>Since these entrepreneurs aren\u2019t usually experts in the goods they sell, <a href=\"https:\/\/www.shopify.com\/blog\/white-label#:~:text=White%20labeling%20can%20be%20profitable,of%20making%20a%20particular%20item.\">white-labeling<\/a>&nbsp;is a popular way to get a product to market.<\/p>\n<p>Influencers partner with third-party manufacturers and add on their own branding and marketing. This way, they quickly gain market share without high upfront investments:<\/p>\n<ul>\n<li>Chamberlain Coffee is powered by <a href=\"https:\/\/bixbycoffee.com\/\">Bixby Roasting Coffee<\/a><\/li>\n<li>Prime energy drink is actually made by <a href=\"https:\/\/www.foodrepublic.com\/1333160\/strange-question-ownership-behind-prime-hydration\/\">Congo Brands<\/a><\/li>\n<li>Midnight Mini Cookies are based on a refined recipe by <a href=\"https:\/\/www.creationsfoods.com\/\">Creation Foods<\/a><\/li>\n<\/ul>\n<p>And, to add a trusted edge, food industry veterans are often chosen to helm these companies, like Feastable\u2019s <a href=\"https:\/\/www.linkedin.com\/in\/jim-murray-a950135\/\">Jim Murray<\/a>&nbsp;and Myna Snack\u2019s&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/darcey-macken-3515505\/\">Darcey Macken<\/a>.<\/p>\n<h2>Hardly A Candyland<\/h2>\n<p>Not every influencer-founded refreshment can magically make it. As more products flock to the space \u2013 and with A-list <a href=\"https:\/\/www.salon.com\/2023\/12\/02\/ed-sheerans-hot-sauce-and-kim-kardashians-kimade--why-celeb-backed-foods-are-the-future\/\">celebrities<\/a>&nbsp;in the mix \u2013 it\u2019ll be even harder to stand out.<\/p>\n<p>Plus, it\u2019s easy for influencers to lose favor with consumers: Pokimane got into a <a href=\"https:\/\/www.dexerto.com\/entertainment\/pokimane-calls-out-broke-viewers-who-criticized-price-of-her-cookies-2390861\/\">beef<\/a>&nbsp;with her fans over pricing for her cookies; Prime drinks are getting pulled from shelves with pending FDA<a href=\"https:\/\/www.nytimes.com\/2023\/07\/12\/business\/prime-drink-fda-caffeine.html\">&nbsp;<\/a><a href=\"https:\/\/www.nytimes.com\/2023\/07\/12\/business\/prime-drink-fda-caffeine.html\">probe<\/a>; and Chamberlain\u2019s latest RTD collection is being dubbed \u201c<a href=\"https:\/\/centennialworld.com\/emma-chamberlain-faces-backlash-for-chamberlain-coffees-ready-to-drink-collection\/\">farts in a can<\/a>.\u201d \ud83d\udca8<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=40db09ea-09cb-456b-b3c5-03e40bb3230a&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important; width: auto !important; max-width: 100% !important;border-width: 0px; \/*hs-extra-styles*\/; \" alt=\"Improve your website with effective technical SEO. Start by conducting this  audit.&nbsp;&nbsp;\" height=\"226\" width=\"646\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/40db09ea-09cb-456b-b3c5-03e40bb3230a.png\"><\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Finfluencers-food-and-bev&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss\" alt=\"\" width=\"1\" height=\"1\" style=\"min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; \"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I&#8217;m writing this while sipping coffee made by Emma Chamberlain&#8217;s French press. The 22-year-old YouTuber is not only Gen Z\u2019s favorite influencer, but also a big-time entrepreneur. I&#8217;m writing this while sipping coffee made by Emma Chamberlain&#8217;s French press. The 22-year-old YouTuber is not only Gen Z\u2019s favorite influencer, but also a big-time entrepreneur. Her [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":131,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-132","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.getempowered.services\/digitalagency\/wp-json\/wp\/v2\/posts\/132","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.getempowered.services\/digitalagency\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.getempowered.services\/digitalagency\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.getempowered.services\/digitalagency\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.getempowered.services\/digitalagency\/wp-json\/wp\/v2\/comments?post=132"}],"version-history":[{"count":0,"href":"https:\/\/www.getempowered.services\/digitalagency\/wp-json\/wp\/v2\/posts\/132\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.getempowered.services\/digitalagency\/wp-json\/wp\/v2\/media\/131"}],"wp:attachment":[{"href":"https:\/\/www.getempowered.services\/digitalagency\/wp-json\/wp\/v2\/media?parent=132"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.getempowered.services\/digitalagency\/wp-json\/wp\/v2\/categories?post=132"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.getempowered.services\/digitalagency\/wp-json\/wp\/v2\/tags?post=132"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}