# Celeb Condiment Brand Expansions Glen Powell’s Smash Kitchen Hits Shelves at Erewhon By Georgia Wray Norsten | Published 2025-10-09 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/glen-powells-smash-kitchen References: [smashkitchen](https://smashkitchen.com/collections/all) & [instagram](https://www.instagram.com/erewhon/?hl=en) Just in time for tailgating season, Glen Powell’s '[Smash Kitchen](https://www.trendhunter.com/trends/smash-kitchen)' has officially landed on [Erewhon’s](https://www.trendhunter.com/trends/sincerely-smoothie) shelves, marking a major milestone in the actor-turned-entrepreneur’s growing condiment empire. Known for its organic, better-for-you approach to classic pantry staples, Smash Kitchen is redefining comfort food with clean ingredients and bold flavors. To celebrate the Erewhon debut, the brand collaborated on a limited-time 'Hot Honey Barbecue Peaches & Cream Smoothie' -- inspired by Smash Kitchen’s fan-favorite 'Hot Honey BBQ Sauce' -- blending sweet heat with the cult grocer’s signature wellness flair. The full condiment collection, featuring organic ketchups, mustards, and mayos, is also available nationwide at Sprouts, Walmart, and [Walmart.com](https://www.trendhunter.com/trends/Cross-Border-Marketplace-Expansion). With its Erewhon expansion, Smash Kitchen positions itself at the intersection of wellness and mainstream appeal -- balancing clean-label authenticity with craveable, all-American flavor. As celebrity-founded food brands continue to dominate grocery aisles, Glen Powell’s approachable yet elevated pantry line stands out for turning everyday condiments into organic, aspirational essentials. Image Credit: Smash Kitchen ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 56% | Activity: 62% | Freshness: 51% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Celebrity-led Food Ventures:** Celebrities are leveraging their fame to disrupt the food industry with high-profile, health-conscious brands that combine star power with unique flavor profiles. - **Organic Comfort Foods:** The demand for clean-label condiments is reshaping traditional flavored staples into organic and health-focused essentials, appealing to both wellness-oriented and mainstream consumers. - **Retail Collaboration Launches:** Retail partnerships with trendy health-focused grocery stores like Erewhon provide new platforms for emerging food brands to gain visibility and customer traction. ### Who This Affects Most - **Condiments:** The condiment industry is undergoing a transformation as organic and gourmet products redefine consumer expectations for both quality and flavor complexity. - **Celebrity Branding:** Celebrity branding is capitalizing on the health and wellness movement, driving the introduction of premium organic food products that blend lifestyle with personal image. - **Retail Grocery:** Retail grocery is becoming a launchpad for upscale, health-driven food products as consumer demand shifts towards natural and high-quality offerings. ## Related on Trend Hunter - [Accessible Free-From Condiment Collections](https://www.trendhunter.com/trends/smash-kitchen.md) - [Functional Sauce Brands](https://www.trendhunter.com/trends/shes-the-sauce.md) - [Global Wellness Condiments](https://www.trendhunter.com/trends/Global-wellness-condiments.md) - [Premium Indian Pantry Staples](https://www.trendhunter.com/trends/Premium-Indian-pantry-staples.md) - [Artisan-Quality Condiment Collections](https://www.trendhunter.com/trends/primal-kitchen-commitments.md) - [Bold Gut-Friendly Condiments](https://www.trendhunter.com/trends/everything-sauces.md) - [Versatile Chef-Style Condiments](https://www.trendhunter.com/trends/minors-kitchen.md) - [Premium Chef-Made Condiments](https://www.trendhunter.com/trends/jean-georges.md) - [Globally Inspired Aioli Pouches](https://www.trendhunter.com/trends/globally-inspired-aioli.md)