The latest trend among global celebrities isn’t launching beauty lines or fashion labels — it’s food. From Hollywood to Bollywood, stars are increasingly investing their fame into edible ventures, banking on nostalgia, wellness, and relatability to build new brands.
Hollywood actor Pamela Anderson has just introduced Pamela’s Pickles, a limited-edition line based on her great-aunt’s recipe. In the UK, Meghan Markle has expanded her lifestyle label As Ever (earlier American Riviera Orchard) into jams, wines, and baking mixes, describing it as a reflection of her love for food, gardening, and “finding joy in the everyday.”
The movement is equally strong in India. Actor Sanya Malhotra recently launched Bree Matcha, inspired by her travels to Japan, where she embraced the calming energy of the green tea. Actor couple Genelia and Riteish Deshmukh have ventured into plant-based meats with their brand Imagine, born from their own shift away from animal protein and aimed at offering alternatives to consumers seeking sustainable diets.
Industry experts say the shift is more than a fad. Marketing consultant Kartik Shukla explains that food has become a form of indulgence rather than just a necessity. “Celebrities have realized that food, unlike beauty, feels grounded and approachable. It builds a more relatable connection with their audience,” he says.
Chefs collaborating with stars also highlight the emotional pull of food. Chef Vicky Ratnani points out that food is deeply personal: “If someone launches a brand, it has to come from within. The brand has to be an extension of who they are.” Chef Suvir Saran adds that for celebrities, food offers both scale and sentiment. “It’s Instagrammable, it’s in people’s daily lives, and in a country like India, where nostalgia drives consumption, food businesses have the power to last long after headlines fade.”
With audiences increasingly seeking authenticity and comfort, celebrity-backed food brands are finding a sweet spot between glamour and everyday indulgence — making food the new celebrity business frontier.