LOS ANGELES—Patrón founder John-Paul DeJoria announced a new partnership with the healthy Rock-n-Roll Gourmet snack food Hippie Chips. DeJoria, co-founder of John Paul Mitchell Systems and The Patrón Spirits Company, led an investor group acquiring a substantial interest in Rock-n-Roll Gourmet LLC, a nascent developer and marketer of healthy snacks including Hippie Chips (baked potato chips), Rock & Pop (“Kettle Korn” and “Jalapeño Korn”), Sweet Emotions (multigrain snacks in three flavored drizzles) and Little Wings (an innovative multigrain “Buffalo wing” snack). Funding will enable the company, led by musicians Dan and Jean Ehrlich, to establish a national sales network, increase its marketing efforts and further diversify its product lines.
With such fun brand slogans as “Don’t Worry, Be Hippie!” and “Peace, Love and Gluten Free,” Rock-n-Roll Gourmet launched in June 2009 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.
“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 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.
Other investors in the company include Ken Friedman, Veronika Judish, Paul Baker and Larry Winokur. Friedman, who negotiated the transaction between Rock-n-Roll Gourmet and the DeJoria investor group, is a well-respected investment banker and private equity investment veteran who founded and previously served as president of Houlihan, Lokey, Howard & Zukin Capital. Judish is DeJoria’s executive assistant and served as liaison to DeJoria in the transaction. The Rock-n-Roll Gourmet opportunity was initially brought to DeJoria by his longtime public relations advisors Baker and Winokur, whose firm B|W|R will bring its expertise to the venture as it has for such successful consumer brands as Nike, Juicy Couture, Revlon, Perrier, Absolut, Patrón and Netflix.