Smash Kitchen goes D2C on Shopify

Smash Kitchen started in Walmart aisles in April 2025, and by April 2026 it had opened its own online store at SmashKitchen.com on Shopify, turning a celebrity condiment brand into a company with its own checkout, product pages, and customer list. (usatoday.com, smashkitchen.com) The brand is co-founded by actor Glen Powell, and the site now sells more than the original ketchup-and-mustard lineup. The current storefront pushes condiments, cooking oil, cooking spray, snacks, merch, recipes, and a store locator from one home page. (smashkitchen.com, smashkitchen.com) That shift matters because selling through Walmart and selling through your own site are two very different businesses. A retailer owns the shelf and the shopper relationship in stores, while a direct-to-consumer site lets the brand own the email capture, cart flow, subscriptions, and repeat purchase data. (inc.com, shopify.com) Smash Kitchen is not a tiny test brand trying to find product-market fit from scratch. Inc. reported that the company hit $10 million in revenue within six months of its Walmart debut, which gives it enough scale to make an owned storefront worth the effort. (inc.com) The company also looks broader than a single-product celebrity launch. Its own site describes the business as “rethinking the American pantry,” and the catalog now stretches from olive oil to barbecue sauce to snacks, which is the kind of range that works better when a brand can cross-sell online instead of waiting for shelf resets. (smashkitchen.com, smashkitchen.com, smashkitchen.com) The Shopify piece is practical, not cosmetic. Shopify’s commerce stack handles storefronts, checkout, inventory, orders, taxes, and marketing tools in one system, which is exactly what a fast-growing consumer packaged goods brand needs when it wants to add products without rebuilding the store every quarter. (shopify.com, shopify.com) Instant, the design firm that wrote about the launch on April 9, said the new store was built to show more of Smash Kitchen’s brand world while staying flexible as the catalog expands. That is a common second step for brands that first prove demand in retail and then use direct sales to tell a fuller story than a bottle label can. (instant.so) So the news is not just that Glen Powell’s food brand has a new website. It is that a pantry brand that broke out through big-box retail is now building the part of the business where it controls the margin, the merchandising, and the customer relationship itself. (inc.com, instant.so, smashkitchen.com)