Palm Tree Crew Leads Celebrity-Backed Round of Capital for the Jonas Brothers’ Popcorn Brand, Founded Along with Brand Incubator, The Naked Market
LOS ANGELES, CA (March 30, 2023) — Rob’s Backstage Popcorn, founded by The Jonas Brothers and The Naked Market in 2021, today announced a $7M Series A fundraise. The round was led by Palm Tree Crew, the venture firm founded by DJ and music producer Kygo. Hershey’s & UTA Ventures also participated in the round in addition to select celebrities including; actress Priyanka Chopra Jonas, songwriter Ryan Tedder, David Grutman, actress Mindy Kaling, ex NFL great Joe Haden, and actor Glen Powell.
Rob’s Backstage Popcorn plans to utilize this new growth capital to support its rapid growth nationally at Walmart, Kroger, Albertsons, Sam’s Club & additional retailers.
The Jonas Brothers, along with CPG hold company, The Naked Market, co-founded the brand and launched it on their “Remember This” tour in October 2021. Rob’s then expanded to Walmart nationwide in April 2022, and is now available in over 8000 stores within 12 months of entering retail.
The original Rob’s recipe was created almost three decades prior to 2021, by family friend Rob Garbowsky, the father of Greg Garbowsky, the band’s friend, former bass guitarist and current part of the band’s management team. Nick Jonas first tasted Rob’s popcorn recipe in 2011 at an event at the Garbowskys’ home. He loved it and convinced Rob to make the secret seasoning for the Jonas Brothers crew. The snack quickly became the backstage staple for the band, with them eventually selling it at shows before taking it to retail nationwide. The highly classified recipe includes a one-of-a-kind seasoning that the brothers spent years perfecting with Rob, resulting in a perfect mix of sweet and savory that makes it impossible to quit after just one handful.
“We look forward to entering the next chapter with Rob’s and this fundraise will help facilitate that,” says The Naked Market CEO and Co-Founder Harrison Fugman. “We have some really exciting projects coming up for Rob’s and can’t wait to show the world what we’ve been working on.”
“It’s been such a journey to see Rob’s Backstage Popcorn grow over the past few years and I’m thrilled for the upward trajectory to continue,” says Nick Jonas Co-Founder of Rob's Backstage Popcorn. “It’s also exciting to bring even more close friends and family members into the fold, including my wife, Priyanka.”
In addition to our Sweet & Salty flavor, the brand also recently launched two celebrity collaboration flavors, Kelly’s Classic BBQ with Kelly Clarkson in January and Priyanka’s Mumbai Nights with Priyanka Chopra Jonas in March. “Working with Priyanka and Kelly and their respective teams has been incredible - we’re excited to continue bringing innovative partnerships and collaborations to the category.” added The Naked Market COO and Co-Founder Alex Kost.
Since launch, and with the addition of the brand’s new flavors varieties, Rob’s Backstage Popcorn has seen exponential retail growth nationwide. Rob’s Backstage Popcorn’s three flavors, Original, Classic BBQ and Mumbai Nights, retail for $23.99/4-pack on eatrobs.com and $3.98-$4.79/per bag in stores, including Walmart, Kroger, Albertsons and Sam’s Club nationwide.
ABOUT THE NAKED MARKET
The Naked Market is a next generation food and beverage business that is creating a portfolio of snack brands, with all elements of development and operations - from food science and formulation to branding and launch - built internally. Understanding the shifting needs of today’s consumer, The Naked Market embraces its direct relationship with consumers and has built a custom-designed infrastructure that uniquely positions the brand to quickly bring to market the types of trendy products and create unique brand and celebrity collaborations that today’s consumers are hungry for. Most importantly, The Naked Market makes sure each of these businesses is aligned with a meaningful cause or charity. Current, highly successful products within The Naked Market’s current portfolio include Flock, Project Breakfast and Rob’s Backstage Popcorn. For more information, visit thenakedmarket.com or follow @thenakedmarket.
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