Whenever a new recipe is created, the chef or food innovator typically looks to family and friends for validation. In the case of Rob’s Backstage Popcorn, having the three Jonas Brothers as fans is particularly validating.
The specially seasoned artisanal popcorn is now the first product launched in the group’s new food startup. The product’s introduction this week came about from a social occasion years ago when Nick Jonas first tasted the specially seasoned popcorn in the home of his friend and then bass guitarist, Greg Garbowsky.
Greg shared his father Rob’s personal recipe for seasoning popcorn that Nick then introduced to the band’s crew. The band loved it and it became the unofficial backstage snack on the Jonas Brothers’ historic “Happiness Begins” tour and all that followed.
Fast forward…Nick, along with brothers’ Kevin and Joe Jonas, approached The Naked Market, founded by CEO Harrison Fugman, to take their passion for the popcorn to the next level. They believed that the popcorn’s unique seasoning made it a strong fit with The Naked Market’s offerings of specialty snack products. With its successful launch, the brothers foresee other food products to emerge from their food startup.
When choosing a partner for their new food company, the Jonas Brothers sought out The Naked Market as a partner due to Fugman and his team’s reputation in the food industry. The company has an established track record of building successful brands that scale quickly. They offers food startups and innovators a competitive edge by skillfully developing a new product idea and then taking it through production that is handled in-house.
“Our model at The Naked Market is quite unique in that we are able to build holistic brands from the ground up, all under our own roof, from ideation to distribution in very short order” said Fugman. “Partnering with the Jonas Brothers to launch Rob’s Backstage Popcorn was a no-brainer – to take such an authentic love the Brothers had of the popcorn and create a great tasting brand around it is a recipe for a smashing success.”
This past week the food startup announced that “Rob’s Backstage Popcorn” is now available for nationwide delivery on eatrobs.com. In advance of this the group made the popcorn available at select Live Nation venues on stops during this summer’s tour. Now their fans can order the snack directly—that comes in a 4 pack at $19.99.
“All three of us are thrilled to bring Rob’s Backstage Popcorn to the world, and we truly mean that – from busy moms juggling multiple things at once, to the on-the-go college student looking for a quick bite, we couldn’t be more excited to finally share Rob’s Backstage Popcorn with everyone,” said Nick Jonas.
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