Feast & Fame: 5 Influencer-Crafted Culinary Adventures That Turned the Tables on Success
Explore the delicious journey of five influencers-turned-entrepreneurs who’ve redefined the food and beverage industry with their innovative brands and capitalised on their fanbase.
05 April 2024
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In the dynamic landscape of influencer marketing, a cadre of savvy individuals has transcended the realm of content creation to become entrepreneurs. Armed with an understanding of their audience’s desires and preferences, as well as a dedicated following, these tastemakers have seamlessly translated their online prowess into tangible success stories. Welcome to the realm of these five influencer-founded food and beverage brands, where culinary innovation meets entrepreneurial ingenuity, reshaping the way we sip, savour, and succeed.
1 – Chamberlain Coffee by Emma Chamberlain
Emma Chamberlain promoting Chamberlain Coffee. Image credit: Chamberlain Coffee
Emma Chamberlain, an American media personality and highly successful YouTube vlogger, made her foray into launching an F&B brand with Chamberlain Coffee. Launched in 2019, Chamberlain Coffee offers a range of ethically sourced and expertly roasted coffee beans and blends, catering to coffee lovers who value quality and sustainability – In line with her demographic, it appeals to a younger audience. In 2022, Chamberlain Coffee raised US$7M In a Series A funding round to support brand growth.
Chamberlain Coffee product line. Image credit: Chamberlain Coffee
Since its inception in 2019, the brand, which began selling coffee beans and drink accessories, has expanded into flavoured matcha and ready-to-drink canned coffee. In the past year, Chamberlain Coffee has also branched out to sell via retailers like Amazon, Walmart, and Whole Foods.
2 – PRIME by Logan Paul and Olajide “KSI Olatunji
KSI and Logan Paul promoting Prime. Image credit: Prime
Social media influencers, Logan Paul and Olajide Olatunji ventured into the energy drink market with Prime. Launched in 2021, PRIME offers a range of energy drinks formulated to provide a boost of energy and focus for its consumers.
Prime energy drink in various flavours. Image credit: Prime via Instagram
Their immense online following (totalling 40.2 million followers on Instagram) and knack for creating buzz has catapulted Prime into the limelight, with projections indicating it could exceed US$1.2 billion in annual sales. With its bold branding and devoted following, PRIME is primed to dominate the energy drink market. The brightly coloured bottles have also become a collectible of sorts, with ‘empties’ dominating reseller platforms and limited edition varieties selling for more than 3 times their original price.
3 – Feastables by MrBeast
Mr Beast, founder of Feastables chocolate bars. Image credit: Feastables
James Donaldson, commonly known as MrBeast, is renowned for his philanthropy and entertaining content on YouTube. He ventured into the culinary scene with Feastables, quickly making waves with its delectable range of chocolate bars.
Mr Beast and his crew promoting Feastables chocolate bars. Image credit: Feastables
Within a few months of its launch in January 2022, Feastables raked in an astonishing US$10 million in chocolate bar sales, highlighting the increasing influence of digital creators, underscoring their successful entry into the consumer packaged goods market for kids, marking a significant milestone in the evolution of creator-led brands.
4 – Alani Nu by Katy Hearn
Katy Hearn, founder of Alani Nu. Image credit: Alani Nu
Katy Hearn, a fitness icon known for her Instagram workouts, launched Alani Nu in 2018. This health and wellness brand offers low-calorie products ranging from energy drinks to on-the-go protein bars, as well as gummies, available at major retailers like Walmart and Target.
Alani Nu X Kim Kardashian collaboration. Image credit: Alani Nu
One of its noteworthy partnerships was its collaboration with Kim Kardashian, to create the popular Kimade energy drink. In 2022, Alani Nu recorded US$228.4 million in annual sales, beating out Dr. Pepper Zero Sugar with US$169.3 million.
5 – Rumah by Kelly Chan
Beauty and fashion influencer, Hong Kong-based, Kelly Chan of Indonesian-Chinese heritage, took a leap of faith with her friend, food consultant Mel Ng, and launched Rumah, a brand that celebrates Indonesian culinary heritage, through kue lapis, a traditional steamed dessert.
Indonesian dessert, kue lapis. Image credit: Rumah
Through visually appealing content and engaging storytelling, Chan showcases not only the culinary delights but also the cultural significance of kue lapis – 18 thin layers of steamed coconut and pandan rice flour cake. Rumah’s popularity is evidenced by its fast-selling products and loyal customer base, marking a successful foray into the culinary market and cementing Chan’s position as an influential entrepreneur in the food industry. Her kue lapis have garnered cult status, selling out within minutes each time they’re released for pre-orders online.
Author: Victoria Lim
Victoria Lim is a content writer with a diverse background and her work includes brands such as Capella Hotels and Resorts, Epicure Magazine, HungryGoWhere.com, and Makansutra. Her luxury hospitality, culinary arts, and food journalism expertise have shaped her commitment to sharing stories.
