Glen Powell Is the Face. His Co-Founders Built the Honest Company and Casper.

Smash Kitchen, the organic condiment brand co-founded by actor Glen Powell, says it is on track to surpass $100 million in retail sales this year, roughly a year after its debut. For a Walmart supplier, two things about that run matter more than the celebrity. It launched in spring 2025 as a Walmart exclusive, available nationwide in Walmart stores and on Walmart.com but nowhere else. And by co-founder and CEO Sameer Mehta’s account, it was Walmart’s biggest condiment launch in three years.

The celebrity is the part everyone leads with, but the operating bench is the part suppliers should notice. President and co-founder Sean Kane previously co-founded The Honest Company alongside Jessica Alba, the clean-label consumer brand that went public in 2021 at a $1.44 billion valuation, and later co-founded the baby brand Hello Bello. Mehta was a vice president at the mattress brand Casper and co-founded the pet food brand Jinx, which raised more than $50 million and reached over 5,000 stores, Walmart among them. Powell, with close to 3 million Instagram followers, is the storyteller and the face. Mehta has called the trio a “perfect triangle.” It is a clean-condiment play run by people who have already taken better-for-you brands into mass retail more than once.

The Walmart launch was the strategy, not a stepping stone they stumbled onto. Smash Kitchen used a single national retailer to introduce an organic ketchup, mustard, and mayo line, then parlayed early proof into wider distribution. The company cleared $10 million in its first six months on the shelf and has since expanded to nearly 15,000 stores including Target, Sprouts, and Albertsons, with Kroger next, Inc. reported, growing from fewer than a dozen condiments to close to 60 SKUs across cooking oils, dressings, salsas, and snacks. On Walmart.com the core line is still sold and shipped by Walmart, SNAP EBT eligible, priced around $3 to $4, rating 4.8 stars across hundreds of reviews and sitting next to Heinz and Walmart’s own Great Value organic ketchup.

The pitch is the one a lot of better-for-you brands have tried and missed: organic, with no artificial dyes, corn syrups, or stabilizers, at the same price as the conventional incumbents rather than a premium to them. Powell puts it as “smashing the expectation that organic has to be expensive.” Collaborative Fund, an early backer of OLIPOP, is behind the company, and the founders are open that they built Smash Kitchen to take on the legacy pantry majors on their own price ground.

For suppliers, the lesson is less about a movie star than about sequencing and pedigree. A proven team used one national retailer as a controlled launch platform, proved velocity fast, and converted that into national distribution inside a year, and Walmart was the platform they chose to do it on. The open question is whether an organic condiment line can hold that velocity now that it shares the shelf with the same incumbents it launched against.

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