Celebrities have been known to throw their weight behind causes they’re passionate about, whether that’s supporting a particular charity or investing in a product they believe in. At this year’s Natural Products Expo West exhibit in Anaheim, among the countless booths of healthy probiotic sodas, plant-based protein bars, and organic goodies, several celebrity-backed brands reigned supreme. From Jennifer Garner’s Once Upon A Farm to the three healthy food brands backed by Celebrity Chef George Duran, almost every corner held a celebrity trumpeting the value of healthy eating.
Photo Caption: Chef George Duran presenting a falafel avocado spread made with Dorot Gardens garlic
Whether as co-founders, investors, or partners, these celebrities represent brands that are making quite a splash in the world of healthy eating:
Jennifer Garner – Once Upon A Farm
Actress Jennifer Garner founded Once Upon a Farm to support growing children with organic, farm-fresh snacks and meals at every stage of their development. Inspired by Jennifer’s century-old family farm in Locust Grove, Oklahoma, every product includes organic, farm-grown ingredients. Soft-baked bars in kid-friendly flavors make an easy on-the-go treat, while the refrigerated snack pouches work as milkshakes, berry blends, and even baby food.
Brooklyn Beckham – Cloud23
Booklyn Beckham, son of Victoria and David Beckham, has turned a passion for exploration in the kitchen into the fledgling hot sauce company Cloud23. Launched in October 2024, Cloud23 brings together simple, organic ingredients to create a hot sauce that’s packed with flavor. Forgoing gums and stabilizers, Brooklyn’s hot sauce provides a low-calorie, guilt-free way of adding flavor to any meal. The company currently offers two flavors–a standard Hot Habanero hot sauce and a more eclectic Sweet Jalapeño.
Ross Mathews – Egglife
A television personality best known for his role as a guest judge on Rupaul’s Drag Race, Ross Mathews first discovered Egglife wraps while on a weight loss journey during the early days of the pandemic. Enamored with the flavor and nutrition of these protein-packed egg white wraps, Ross quickly signed on as an investor and brand ambassador. Egglife’s egg white wraps are made with cage free eggs and simple ingredients that provide a high-protein, low-carb alternative to tortillas or bread.
Chef George Duran – Dorot Gardens, Mighty Sesame, Wonder Juice
While Garner, Beckham, and Mathews brought their star power, George Duran stood out as the only professionally trained chef in the mix. A longtime TV personality known for hosting cooking shows on TLC like Chocolate Wars and Ham on the Street, Chef Duran is a prominent spokesman for three innovative brands showcased at this year’s Expo West: Dorot Gardens, Mighty Sesame Tahini, and Wonder Juice.
Dorot Gardens
Dorot Gardens offers fresh, flash-frozen, proportioned garlic and herbs that make cooking faster, easier, and less wasteful. With the slogan “Pop. Drop. Done,” Dorot Gardens’ frozen garlic and herb cubes eliminate the need to buy, wash, and prepare fresh herbs only to let the remaining supply wilt in the fridge. Dorot Gardens frozen herbs can be found in the frozen vegetable aisle of grocery stores nationwide, making them easy to pick up alongside everyday groceries. Use the store locator on the Dorot Gardens website to find a store near you.
During a live product demonstration at Expo West, Chef Duran emphasized how Dorot Gardens makes cooking easier for busy parents. “Listen, I’m a dad, and every dad and mom out there knows there is no time in the kitchen anymore,” he said. “Not having to peel garlic, chop it, and mince it? It’s pretty much solved all of my problems. It’s saved my marriage actually–my kids love me now,” he joked.
Photo Caption: Chef George Duran and Kayco General Manager Michele Abo with Mighty Sesame tahini
Mighty Sesami
Whereas Dorot Gardens provides home cooks with the convenience of fresh flavors without the prep work, Mighty Sesame offers a healthy addition to any dressing or dip. Unlike traditional tahini that suffers from oil and water separation, Mighty Sesame tahini comes in a unique squeeze bottle perfect for drizzling on any dish.
“We have a superior recipe that gives a lower separation,” says Michele Abo, General Manager at Kayco Beyond, the parent company of Dorot Gardens, Mighty Sesame, and Wonder Juice. “You don’t see the oil and water split. You only shake it once or twice and it comes out as a nice, creamy spread.”
Mighty Sesame tahini currently comes in three flavors: Organic, Whole Seed, and Harissa (soon to be rebranded as Spicy Chili Pepper). Perfect for both savory and sweet dishes, Mighty Sesame tahini products are all vegan, kosher, and gluten- and dairy-free. Mighty Sesame tahini products can be found in the nut butter aisle near the peanut butter and other condiments. Looking for Mighty Sesame? Check the store locator on their website to find the closest retailer.
Wonder Juice
The last brand repped by Chef Duran is Wonder Juice, a supplier of 100% cold-pressed organic juices. Unlike most cold-pressed juices, Wonder Juice is served in a recyclable glass bottle and has a much longer shelf life. Their lineup features eleven flavors within three distinct categories: Wonder Beet, Wonder Melon, and Wonder Lemon. The health benefits and rich flavors of cold-pressed juices are well-known, but the cost can make it off-limits to most consumers.
“You go to a juice bar and it’s very expensive,” says Michele Abo. “With Wonder Juice, you’re getting the benefits of home juicing without the time and expense. It’s good as a drink, a mocktail, or a cocktail. You can even use it as an ingredient–the Wonder Lemon works great in a lemon pound cake.”
Wonder Juice also features no added water or sugar, giving consumers 100% authentic juice with every sip. Wonder Juice is available in major supermarkets, natural grocers, and specialty stores, and will soon be expanding its reach to vending machines and convenience stores. Find the nearest store carrying Wonder Juice by using the store locator on their website.
Photo Caption: Consumers crowding around the Wonder Juice stand at Natural Products Expo West
A New Era Of Celebrity Food Brands
From hot sauce to health shots, Expo West highlighted a growing trend of celebrities endorsing healthy eating. While star power can do wonders to help with visibility, it’s up to the products themselves to stand on their own quality and authenticity. For George Duran, Ross Mathews, Brooklyn Beckham, and Jennifer Garner, the event was an opportunity to put their products up to the test and prove whether healthy eating is a trend that’s here to stay.
Written in partnership with Tom White
