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Shades, Sheeran and MrBeast: the post-Prime celebrity NPD landscape
By Niamh Leonard-Bedwell2025-05-21T14:31:00
Recent NPD launches backed by the likes of Ed Sheeran, Niko Omiliana and MrBeast will look upon Prime’s rise and fall as a cautionary tale
Celebrity-backed fmcg launches are making headlines again.
This month, singer-songwriter Ed Sheeran has unveiled an extra spicy biltong, YouTuber Niko Omilana has launched his own sugar confectionery brand Shades and Jack Link’s is working with controversial content maker MrBeast on a co-branded range of beef jerky, biltong and beef bars.
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