How An Instagram Ad Led To Chrissy Teigen's Latest Snack Food Collab

Chrissy Teigen has embarked on yet another collaboration. This time, her company Cravings is working with Flock, a company that makes keto-friendly chips made from chicken skin.

According to a press release shared with Mashed, this all came about because Tiegen noticed the chips advertised in her Instagram feed. Curious, she bought some. Then, she bought every flavor. Then, she shared her love for Flock with her followers. So, obviously the two had to come together and develop a version of the product with Teigen's personal touch.

On December 7, fans of Chrissy Teigen and chicken skins can indulge in the newly-launched Cravings x Flock Honey Sriracha Chicken Skin Chips. The product, as the press release explains, is inspired by Thai flavors (something Teigen is known for) and "[combines] the bold sweetness of honey and the heat-packed punch or red chilli peppers to create a mouth watering sweet and savory flavor profile like no other."

This is the company's second celebrity collab

This is not the first time that The Naked Market, the company behind Flock, has collaborated with a celebrity on a snack item. As they proclaim in their press release, the company has previously worked with the Jonas Brothers to realize the potential of Rob's Backstage Popcorn — according to the popcorn's website, the snack's creator Rob's son, Greg, is on the band's management team.

These collaborations will continue to play an important role in the future of The Naked Market, as it is a surefire way to tap into a demographic without competing with established brands on supermarket shelves. This decision is only highlighted by how recent the partnership with The Jonas Brothers was. As Forbes reported on November 11, the popcorn was a still recent move to leverage tastemakers that "that The Naked Market promises to double down on moving forward." Almost three weeks later, we now see them pairing up with yet another tastemaker. We'll see where they go from here.