Glen Powell On His New Line of Organic Sauces That Will “Change Every Kitchen Staple, Starting with Walmart”

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Glen Powell making a splash at a movie premiere? Definitely. But an A-list movie star hosting an old-fashioned Texas barbecue with Walmart? You don’t see that every day.

The Twister actor’s first foray into product spinoff is Smash Kitchen, starting with an eight-piece line of affordable organic sauces for a Southern-style summer cookout. Powell put his own money into the new brand, which he co-founded with Sean Kane and Sameer Mehta, and which just arrived at Walmart stores around the country for a price point spanning $1.97 to $4.97. The debut release includes Yellow Mustard, Dijon Mustard, Ketchup, Hot Honey Ketchup, American BBQ, Hot Honey BBQ, Mayo and Spicy Mayo.

The Texas native recently hosted a starry launch party at a Hollywood Hills mansion, where revelers sipped on spicy cucumber margaritas and ate up H.wood Restaurant Group’s chicken sliders, tenders and burgers — all sauced up in Smash. The flavors were enough to preoccupy guests who failed to notice incognito Powell pals Leonardo DiCaprio, Tobey Maguire, Josh Duhamel, Aaron Paul, Dylan Sprouse and wife Barbara Palvin, Eiza Gonzalez, Twister co-star Anthony Ramos, Ashley Greene and designer Stella McCartney (but no Sydney Sweeney, amid rumors she and her Anyone But You co-star are now a real couple.)

“My best family memories are us being around the kitchen,” Powell tells The Hollywood Reporter while surrounded by his “entourage”: mom Cyndy, dad Glen Powell Sr. and sisters Leslie and Lauren. “We made all kinds of sauces growing up. My sister reminded me that I made my own hot honey ketchup at 7 years old! We slather sauce on everything.”

Powell, an obvious frontman of all its ad campaigns, even invested his own money in the venture. “A lot of actors have brands,” the star admitted. But I feel like food sort of defines me. The way you feed people is the way you feel about them.”

Meanwhile, at the hilltop bash, a lower level outdoor garden featured an enormous French fry bar (shoestring, waffle, tater tots, zucchini and sweet potato), served in cones tucked into paper plates, with room for cups of sauces, with instructions: “Dip” and “Dunk.”

“Bringing people together, entertaining like this, that’s one of my love languages. It’s where I feel most home; I always try to give people the best quality food and ingredients,” continues Powell. “As I’ve gotten older, I’ve started to understand what’s actually in food. My niece and nephew, lots of friends, consume condiments which I discovered are full of high fructose corn syrup — all these dyes and preservatives.  Smash Kitchen aims to make clean, quality products at a price point that most Americans can afford — it’s insane how low ours is.”

“Our long-term intention? To change every kitchen staple, starting with Walmart. Ninety percent of the country is 10 minutes away from one, it’s almost 30 percent of the grocery market,” Powell says.

Smash Kitchen’s co-founder Mehta relayed the brand’s origin story: “We were introduced to Glen at a barbecue through a mutual friend,” he explains. “He grew up eating barbecue, condiments and barbecue sauces. When Glen came to L.A., he got into healthier products — but he couldn’t find a sauce he liked.”

“Smash Kitchen is all organic, non-GMO, in partnership with Walmart, at a price everybody can afford,” adds Kane. “Glen was very involved with the recipes, we had weekly taste tests — many with his whole family. He really pushed us on flavors. It has to taste good for kids to come back and eat it. And it’s all made in the U.S.”

There’s more cooking from Smash Kitchen, too. “We’re going to launch a handful of other categories late this year,” Kane offered. “All kinds of kitchen staples in the food sector. Things that make your food and body better.”

The 36-year-old is among the Hollywood entrepreneurs who’ve brought their star power to Walmart. The mass retailer’s celebrity lineup includes Drew Barrymore’s Beautiful line of cookware, home goods and furniture; style, beauty and kitchen essentials from Paris Hilton and Sofía Vergara’s fashion line, to nmae a few.

Powell also revealed his recommendations for seamless barbecuing; check out THR‘s product picks inspired by his suggestions, and shop Smash Kitchen at walmart.com.

Tools

“A food thermometer is a great tool for everything,” notes Powell.

We’re partial to the smart wireless grills below for keeping tabs on and controlling your food’s temperature. Don’t forget grilling tools, such as stainless steel accessories that stand up to the heat.

For Grilling

“I have a smoker down at the Texas ranch. I even have a small portable grill outside my trailer while I’m shooting in London now.”

Serving Setup

“Fancy plates and dishes don’t really go with this kind of food. My family usually eats it on wax paper!”