Rob’s Backstage Popcorn, founded by the Naked Market and the Jonas Brothers in 2021, announced that it has partnered with global pop sensation Kelly Clarkson to release an all-new product SKU: Kelly’s Classic BBQ, a Southern spin on Rob’s signature recipe inspired by Clarkson’s Texan roots. The first celebrity collaboration from Rob’s Backstage Popcorn and The Naked Market, Kelly’s Classic BBQ will offer those who have fallen in love with the brand’s sweet and savory seasoning a new snack sure to excite taste buds.
Clarkson fell in love with Rob’s Backstage Popcorn last year and the brothers shortly after appeared on her daytime talk show to announce the brand’s retail launch in April 2022. Her authentic interest & excitement in the product made it clear that a partnership was undeniable, Clarkson’s first foray in the CPG space. Together with the brothers and The Naked Market, Clarkson developed a sweet and smoky barbecue flavor to create a popcorn unlike anything consumers have had before.
With the support of The Naked Market, a next-generation CPG brand incubator, Rob’s’ Backstage Popcorn has attracted national retailers. Since launch, the brand has been sold nationwide in Walmart, and will be available nationwide at Albertsons, Kroger and Sam’s Club, among others in the next few months. These new retailers will increase Rob’s Backstage Popcorn’s brick-and-mortar presence to ~8,000 doors, making it easier for the brand’s loyal fans to find when a craving hits.
Kelly’s Classic BBQ ($3.98-$4.79/per bag in stores and $23.99/4-pack on eatrobs.com) will be available online at eatrobs.com and in-stores at Walmart and Albertsons and Kroger in February. The original SKU is also available in the aforementioned retailers and will launch nationwide in Sam’s Club on January 27.
