Rob's Backstage Popcorn Split-Off as its Own Brand
Colin Smith — April 3, 2023 — Business
Rob's Backstage Popcorn, the popcorn brand co-founded by the Jonas Brothers and previously owned by The Naked Market, announced that it has raised $7 million USD in a recent round of funding. What is even more notable from this recent funding round, though, is that the brand is no longer regarded as a subsidiary of its parent company, The Naked Market, and is now recognized as its own brand.
Temporarily, though, the CEO and COO of The Naked Market will continue to serve in the same positions at Rob's Backstage Popcorn. So while it is a standalone brand, it is still intimately connected to The Naked Market. Additionally, The Naked Market will handle sales, operations, marketing, and more, for the popcorn brand.
This round did bring on a number of new high-profile investors, though, such as Priyanka Chopra Jonas, Mindy Kaling, and Joe Haden.
Image Credit: Rob's Backstage Popcorn, The Naked Market
Temporarily, though, the CEO and COO of The Naked Market will continue to serve in the same positions at Rob's Backstage Popcorn. So while it is a standalone brand, it is still intimately connected to The Naked Market. Additionally, The Naked Market will handle sales, operations, marketing, and more, for the popcorn brand.
This round did bring on a number of new high-profile investors, though, such as Priyanka Chopra Jonas, Mindy Kaling, and Joe Haden.
Image Credit: Rob's Backstage Popcorn, The Naked Market
Trend Themes
1. Celebrity Popcorn Brands - The rise of standalone popcorn brands founded or co-founded by celebrities presents opportunities for disruptive innovation in celebrity branding partnerships and product development.
2. Popcorn Branding Partnerships - The increase in high-profile investors in popcorn brands presents opportunities for disruptive innovation in branding partnerships between celebrities and niche snack companies.
3. Niche Snack Industry - The success of standalone popcorn brands presents opportunities for disruptive innovation in the niche snack industry and the development of unique snack products that appeal to trendy consumer tastes.
Industry Implications
1. Food and Beverage Industry - The rise of standalone popcorn brands presents opportunities for disruptive innovation in the food and beverage industry, such as the development of niche snack brands with unique flavor profiles that cater to trendy consumer tastes.
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3. Investment Industry - The success of standalone popcorn brands and the high-profile investors they attract presents opportunities for disruptive innovation in the investment industry and the creation of new investment funds or strategies that focus on niche snack brands backed by celebrity endorsements.
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