🔥 Glen Powell’s New Condiment Brand: Smash Kitchen

When I read the headline about Glen Powell’s new condiment brand, I thought to myself… “Glen Powell, the actor???”

It got me thinking about the difference between actors and digital creators launching products.

Actors sell through image. There’s distance in the relationship. Their personas are polished and built on roles, red carpets, and interviews. We admire them, but we don’t really know them.

Creators, on the other hand, often start with nothing. Mr. Beast began with a camera, a voice, and a willingness to show up again and again. They build trust through frequency, imperfection, and intimacy. Over time, that trust becomes infrastructure. When they launch something, their audience isn’t just buying a product — they’re buying into a relationship built over years.

That’s why creator-led brands often feel like a natural extension of the world they’ve already built.

With Glen Powell’s Smash Kitchen, I don’t get that same feeling. But I’m not writing this as a critique. I actually think he has a real shot if he builds the right story engine around it.

Smash Kitchen has a solid foundation. It’s rooted in personal memories. He grew up loving ketchup. He’s from Texas. Food was a big part of his family. And he’s launching it at Walmart, with an affordable and organic positioning. Smart moves.

But long-term brand success won’t be defined by retail strategy or launch-week buzz. It’ll come down to whether Glen can build a consistent, resonant story outside the initial PR cycle.

At PWR House, we help build creator-led brands with storytelling systems. The best ideas often start not with advertising, but with format.

In Glen’s case, I’d develop a show. A digital-native content series that plays to his strengths as a performer. Picture Glen traveling the country visiting restaurants, chefs, food trucks and then introducing Smash Kitchen in unexpected ways with cooking, improvising, and storytelling.

Somewhere between Diners, Drive-Ins and Dives and Hot Ones, but with his own POV. Something repeatable, discoverable, and personal. A format that builds presence and resonance over time. A long-tail distribution engine. Something that deepens the relationship between Glen and the audience.

TikTok should be a central part of this. Smash Kitchen is made for short-form. The product is visual, flavorful, and playful. Glen could bring in famous friends, go live on TikTok Shop, and use content to drive both connection and sales. Even one livestream a month — Glen cooking, laughing, and telling stories — would build a powerful loop between content and commerce.

If I was working with Glen’s team, I’d ensure we build a brand architecture rooted in story, format, and cultural relevance. Having a great launch is one thing, but you also need to ensure there’s a consistent story and presence in people’s lives.