Patrón Hooks Up with Hippie Chips

Patrón Hooks Up with Hippie Chips

Food & Drink

Patrón Hooks Up with Hippie Chips

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By Cari Martens

“Sex, drugs and rock & roll!” used to be a hippie mantra back in the 20th century. Here’s an update for 2010: hair care products, tequila, and rock & roll…snacks.

Well, anyway, that seems to be the combination that John Paul DeJoria hopes will continue his business success as we move forward into the new decade.

DeJoria, co-founder of John Paul Mitchell Systems (hair care products) and The Patrón Spirits Company (tequila, etc.), has 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.

A rock & roll attitude

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.’ The company’s 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 that will involve a percentage-of-profits program and an ongoing series of on- and off-campus educational events.

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