Fandom to fridge: why celebrity food brands are growing up (and what PR needs to know)

In 2023, Prime energy drink – fronted by YouTubers Logan Paul and KSI – became a textbook case in viral success. But what followed was just as educational: overstocked shelves, fading demand, and discounted bottles. For many, it was a cautionary tale in hype-driven celebrity FMCG brands. And yet, here we are in 2025, with celebrities like Ed Sheeran, MrBeast and Niko Omilana launching new food and drink brands. So, what’s changed?

The answer: quite a bit – and that matters for PR.

This second wave of celebrity-backed NPD feels different. Brands like Shades (Omilana’s halal-friendly sweets) and Xtra Tingly Biltong (from Sheeran’s Tingly Ted’s range) are tapping into genuine product demand, underserved markets, and emerging taste trends – like ultra-spicy snacks. These aren’t vanity launches. They’re strategically aligned with consumer gaps and backed by brands doing more than slapping a famous face on the front.

From a PR perspective, the biggest shift is authenticity. We’ve moved on from celebrity endorsement to celebrity-led creation – where the story behind the product is just as important as the name on it. Niko Omilana’s Shades campaign, for example, isn’t just a launch – it’s a mission to challenge confectionery norms, executed with tongue-in-cheek storytelling that resonates with Gen Z.

Today’s audiences are hyper-aware of inauthentic cash grabs. PR campaigns need to build connection, not just visibility. They must focus on real values, meaningful stories, and long-term relevance. It’s not just about making noise on launch day; it’s about building trust that lasts.

At Nexus, we believe the future of celebrity FMCG lives at the intersection of purpose and personality. The sweet spot is no longer “how famous are you?” but “how much do you care?” – and how well your story matches the real-life tastes and needs of your audience.

The age of celebrity food brands isn’t over. It’s evolving. And smart PR is evolving with it.

Want to know more? Get in touch.

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