With such fun brand slogans as “Don’t Worry, Be Hippie!” and “Peace, Love and Gluten Free,” Rock-n-Roll Gourmet (www.rocknrollgourmet.com) officially launched in June with the mission to offer health-conscious consumers low-fat, low-calorie snacks “with a rock-n-roll attitude.” All of its products are all-natural, kosher-certified and non-GMO, with zero trans fats, and their colorful packaging is enhanced by a musical theme reflected in every name and flavor as well as a “Music Showcase” section spotlighting a band or artist on the back of every bag.
Its flagship brand, Hippie Chips, as well as other products, are already available in regional Whole Foods Markets, health food shops, convenience stores, and on public school and college campuses.
“I have been interested in exploring the food category for some time and feel an authenticity in this company, founded by husband-and-wife musicians Dan and Jean, who saw an opportunity to bring an entire line of healthy snacks to market,” stated DeJoria. Along with hair care and spirits, DeJoria was a founding partner of the House of Blues and is involved in a number of technology and alternative energy ventures as well as a range of philanthropic interests.
DeJoria also appreciated the founders’ commitment to giving back. Rock-n-Roll Gourmet has already launched Rock Out Childhood Obesity, a public school initiative encouraging children to choose healthy snacks, make better nutritional choices and engage in regular exercise. In 2010 the company plans to announce collaborations with additional organizations which will involve a percentage-of-profits program and an ongoing series of on- and off-campus educational events.
“JP [ John Paul DeJoria, co-founder of John Paul Mitchell Systems] has extraordinary insights into brand building, and in our early conversations he saw the full potential of this company and many ways to dovetail into his promotional network, aiming to build the company and our brands to national prominence,” stated Dan Ehrlich, who previously worked with his brother, Robert Ehrlich, when he began Robert’s American Gourmet Food, producer of Pirate’s Booty.