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Glen Powell Ventures into Condiments with Smash Kitchen

Glen Powell, a name familiar to many for his memorable roles in shows like Scream Queens and films such as Twisters, is making waves beyond Hollywood. Known for his charismatic personality and his beloved rescue dog, Brisket, Powell has taken a bold step into the culinary world by launching his own condiment brand, Smash Kitchen.

With a mission to cater to home cooks, Powell introduced a line of condiments that include both traditional favorites and innovative twists. His offerings feature staple items like ketchup, yellow mustard, mayonnaise, and barbecue sauce, alongside spicier alternatives such as spicy mayo and hot honey barbecue sauce. What truly sets Smash Kitchen apart is its commitment to transparency and affordability in ingredients. The brand promises organic and non-GMO products, steering clear of additives and artificial components, all priced accessibly for the average consumer.

Co-founded alongside Sameer Mehta and Sean Kane, Smash Kitchen initially rolls out eight different condiments: Organic Classic Tomato Ketchup, Organic Hot Honey Ketchup, Organic American Style BBQ Sauce, Organic Hot Honey BBQ Sauce, Organic Yellow Mustard, Organic Dijon Mustard, Organic Real Mayonnaise, and Organic Spicy Mayonnaise.

Retailing between $1.97 and $4.97, these condiments are now available nationwide, including at Walmart stores and on Walmart.com.

Powell’s foray into the food sector was motivated by his own insights about the condiment landscape. As an enthusiastic Texan and football fan, often seen at UT Longhorns games, Powell has a deep appreciation for outdoor cooking. He remarked, “Food has always been a huge part of my life — backyard [barbecues], dinner around the table, enjoying meals with my friends and family.” This passion transformed into a business idea after noticing a discrepancy in the condiment market.

Reflecting on his journey, Powell explained, “In recent years, I started paying closer attention to what I was eating and serving to my family and guests at these gatherings. I realized how many condiments and everyday sauces are packed with overly processed ingredients that most people don’t even think twice about,” he stated. Feeling frustrated with organic alternatives that either lacked familiar flavors or came with steep prices, he resolved to create his own line.

One of Smash Kitchen’s signatures is its ingredient clarity, allowing consumers to recognize and pronounce each element. “You can flip the label over and actually recognize and pronounce everything on it,” Powell stated, underscoring the unique value proposition of his products, which he believes to be rare in the organic market.

Exploring Smash Kitchen’s Flavor Profiles

For instance, Smash Kitchen’s classic ketchup is crafted with organic tomato purée and sweetened with organic cane sugar, among other natural components. Priced at $3.97 for a 20-ounce bottle, it competes closely in price with mainstream brands that often rely on high fructose corn syrup and additives.

Powell’s approach is not to dramatically reinvent classic flavors, but to provide nostalgic tastes that become everyday staples rather than occasional treats. Early reviews suggest that his products resonate well, with favorites emerging such as the Organic Classic Tomato Ketchup, Organic Hot Honey Ketchup, and Organic Hot Honey BBQ Sauce, each evoking cherished memories while offering a touch of innovation.

As Powell’s brand expands from this initial lineup, he hints at an exciting future that goes beyond condiments. “We’re already exploring ways to expand beyond condiments,” he mentions, with aspirations of developing a range of pantry essentials that prioritize healthier eating.

The brand’s name was inspired by Powell’s family traditions, encapsulating the joyful experiences of shared meals. “After our family dinner parties, we always say, ‘That was a smash.’ It’s our way of celebrating a great night — good food, good vibes, and a good time with family. That phrase stuck with me,” he explains.

As Powell aims to make Smash Kitchen a staple in households, consumers may find it hard to resist trying these artisanal condiments, particularly with such enticing pricing that encourages frequent purchases.

Source
www.foodandwine.com