Paige Bueckers makes waves with snack product launches as women athletes win over Gen Z consumers

The GIST: Last week, Good Eat’n — a plant-based snack brand launched by NBA legend Chris Paul — announced that WNBA phenom Paige Bueckers joined the company as an equity partner and will launch her own new snack called Ragerz.

• This is a savvy marketing response to several trends converging among Gen Z consumers: They love snacks, especially ones that are health-conscious and celeb-approved. And Bueckers fits into this narrative beautifully, something other legacy snack brands are noticing as they try to win favor with younger generations. Getting hungry.

The trend: Zoomers tend to snack more frequently than other generations, but they often seek healthy options. At the same time, Gen Z consumers are excited by snacks with a twist, whether it’s bold flavors or a nostalgic callback. They are also highly influenced to buy according to what they see on social media, prompting brands to partner with celebs and influencers.

• Paul’s brand basically checks all these boxes, as does Bueckers’ new product release. Competitive edges, like wielding influencer power and catering to health-conscious consumers, allow an upstart brand like Good Eat’n to break into a market saturated by snack giants.

The context: Historically, major snack brands have partnered with the NBA and recruited its stars to promote new products. The sector has branched out to include W players in recent years, like Ruffles’ partnership with A’ja Wilson or Angel Reese’s extensive work with Reese’s.

• However, influencers have begun to realize the power of their own brands: YouTubers Mr. Beast and Logan Paul famously entered the snack sector successfully. Chris Paul and Bueckers may initially be known for balling, but their coolness makes their snacks worth buying — not to mention the unparalleled trust consumers have in athlete ambassadors.

Zooming out: For those involved in the consumer packaged goods game, it’s a smart play to tap Gen Z women athletes to advertise products. And although athletes typically promote healthy foods, the cultural influence of women athletes is also being recognized to promote casual, less-healthy snack options that are prominent in pop culture.

• Brands are successfully using athlete friendships (and relationships) to promote products — fans raved over seeing Reese and Bueckers hang out while promoting a unique crossover between Reese’s and Oreos, while Bueckers’ April ad for Oreo Cakesters featuring now-girlfriend Azzi Fudd played on their longtime chemistry. A match made in heaven.