A new trend is shaking up the world of influencer marketing, and it’s tastier than ever. Gone are the days when influencers promoted random products for a quick paycheck – today, it’s all about authenticity and building lasting connections with their audience. And what better way to do that than through food and drink? From signature salads to personalised matcha lattes, influencers are teaming up with brands to serve up collaborations that reflect their lifestyle and values. Here are three of our favourite edible partnerships.
Grace Beverley x The Salad Project
Earlier this month, The Salad Project teamed up with none other than the GOAT of business herself, Grace Beverley.
As a long-term fan of The Salad Project, Grace had one small request: a plant-based twist on their iconic The GOAT salad. Being the vegan powerhouse that she is, Grace was craving a version that suited her lifestyle, and The Salad Project was more than happy to make it happen. Enter The Grace Beverley Bowl – a salad that’s as delicious as it is energising. Think maple-tamari mushrooms paired with Julienne Bruno’s SuperStraccia. Basically, it’s the salad for those who need to fuel up and be business bosses (aka Grace Beverley vibes).
Grace’s loyal and health-conscious fan base have been loving this collab and SP’s socials have seen great engagement. Their reel featuring Grace has achieved 164k views making it one of the brand’s most viewed reels ever.
Want to try the Grace Beverley Bowl? You better be quick – it’s limited edition and only available until November 3rd.
Claire Dinhut, or Condiment Claire, is best known for her TikTok and Instagram content where she shares her favourite condiments, what she’s eating and how to pair them. Her new book ‘The Condiment Book’ talks all things flavour and healthy eating and includes her favourite salty matcha that she makes every single morning using Jenki matcha.
Being the marketing genius that she is, Claire reached out to Jenki with the idea of bringing her homemade matcha to the masses. And that’s exactly what they did. Jenki has just launched a Vanilla Bean and Sea Salt Matcha Latte at all their London locations allowing Claire’s fans to start their day in the same way as her. It’s the perfect way for loyal followers to feel closer to her and also introduce Jenki to a whole new audience.
Perhaps crime does pay – at least for Snoop Dogg, who paved the way for edible collaborations when he teamed up with Australian wine brand 19 Crimes in 2020 to launch the Snoop Cali Red.
Known for its rebellious branding, 19 Crimes found the perfect partner in the rapper, whose laid-back yet bold personality (and criminal history) matches the wine’s vibe. Snoop Dogg has been actively involved in promoting the wine, from social media posts to virtual wine tastings. Since its launch, the wine has become one of the company’s best sellers and was even named the #1 selling single wine in new product pacesetter history in 2022.
For Gen Z especially, who crave authenticity and are increasingly conscious of consumer waste, these partnerships offer more than just a tasty treat. They provide a real, sustainable connection with their favourite creators while supporting businesses that align with their values. It’s not just about buying a product – it’s about being part of a community, both on and offline.
