In a bold move that unites digital creator influence with innovative snacking, David Dobrik’s pizza-inspired chip brand Wavers has officially launched nationwide through an exclusive partnership with Gopuff and BevMo!. Beginning July 25, 2025, snack enthusiasts across the country can experience these unique wavy chips through Gopuff’s instant delivery platform or at select BevMo! locations throughout California.
The Creator-Driven Snack Revolution Continues
Celebrity-backed food brands are nothing new in the CPG landscape, but the strategic approach from content creator David Dobrik and his team represents the evolution of this trend. Rather than simply lending his name to an existing product, Dobrik has leveraged his personal background and massive following to build an authentic brand with genuine market appeal.
“What makes Wavers different is the authenticity behind the product,” notes industry analyst Sarah Robb, food trend specialist at Consumer Edge Research. “Dobrik’s pizza background and his organic integration of the product into his content creates a seamless connection between creator and consumer product.”
This launch represents a significant milestone in the creator economy’s expansion into physical retail, following the successful path pioneered by brands like Logan Paul and KSI’s Prime Hydration and MrBeast’s Feastables. The difference? Wavers has skipped the traditional retail rollout in favor of a digital-first and specialty retail approach.
Strategic Distribution Partnership
The dual partnership with Gopuff and BevMo! (which is owned by Gopuff) creates a unique omnichannel approach that aligns perfectly with Wavers’ target demographic.
“Gopuff’s platform is designed for discovery and immediate gratification,” explains Carly Bickerstaff, VP of Merchandising at Gopuff. “Wavers’ unique texture and bold flavors are exactly the kind of exciting, high-quality snack our customers crave. We’re thrilled to be the first national platform for Wavers.”
This alignment makes perfect sense for a brand targeting younger consumers who prioritize convenience and experience. Gopuff’s rapid delivery model (promising delivery in as little as 15 minutes) complements the impulse-driven nature of snack purchases, while BevMo!’s brick-and-mortar presence throughout California provides valuable physical touchpoints in a key market.
For food and beverage professionals, this partnership demonstrates the value of non-traditional retail strategies that prioritize consumer behavior over conventional distribution models.
The Product Behind the Buzz
While Dobrik’s massive following (46+ million across platforms) provides instant brand recognition, the product itself delivers substance beyond the celebrity connection. Each Wavers chip features:
- A unique wavy, irregular shape providing varying texture with each bite
- Bold, pizza-inspired flavors including Late Night Pizza, Spicy Pickle, Extra Cheesy, and Hot Honey
- Clean label credentials: Non-GMO Project Verified, free from artificial flavors and preservatives
- Reasonable calorie content at 140 calories per serving
Co-founder Adam Cohen emphasized the product development process in the original announcement: “We’re excited to bring our bold, nostalgic flavors to more people through both fast delivery and in-store convenience with Gopuff and BevMo!”
The development team, which includes CPG veterans Jerry Bello alongside Dobrik and his longtime friend Ilya Fedorovich, has created a product that genuinely stands apart in the crowded chip category. The focus on pizza-inspired flavors leverages both Dobrik’s personal history (his family owned a pizza restaurant) and the enduring popularity of pizza as America’s favorite food.
Emerging Trends in Snack Innovation
Wavers’ launch highlights several key trends that food and beverage industry professionals should monitor:
1. Creator-Economy Retail Strategies
Beyond simply leveraging follower counts, creator-backed brands are developing sophisticated retail strategies that align with their audience’s shopping behaviors. The Gopuff partnership allows Wavers to reach consumers directly through digital channels while gathering valuable data on purchasing patterns.
“The direct-to-consumer component of today’s celebrity brands is what separates them from endorsement deals of the past,” explains James Richardson, founder of Premium Growth Solutions, a consulting firm for emerging CPG brands. “These creators aren’t just marketing products; they’re building responsive brands that can pivot based on real-time consumer feedback.”
2. Specialty Flavors and Nostalgic Inspiration
The focus on pizza-inspired flavors taps into both nostalgia marketing and the continuing consumer interest in bold, distinctive taste experiences. While traditional chip brands continue to perform well, specialty flavors are driving category growth, particularly among younger consumers.
According to Mintel’s latest snacking report, 67% of Gen Z consumers say they’re willing to pay more for snacks with unique or innovative flavors, compared to just 42% of Baby Boomers.
3. Clean Label Expectations
Despite the indulgent positioning, Wavers maintains clean label credentials that have become table stakes for new entrants in the snack category. The absence of artificial ingredients and Non-GMO verification addresses baseline consumer expectations without compromising on the brand’s fun, flavor-forward positioning.
Market Impact and Future Outlook
For retailers and CPG professionals, Wavers’ launch strategy offers valuable insights into the evolving snack landscape. The combination of creator influence, innovative product development, and strategic distribution partnerships creates a roadmap that other brands might consider emulating.
“What’s particularly interesting about this launch is how it bridges digital and physical retail in a way that feels natural for the brand,” notes Maria Steingoltz, Managing Director at L.E.K. Consulting’s Food and Beverage practice. “By starting with Gopuff’s instant delivery platform and select BevMo! locations, they can test consumer response before potentially expanding to broader retail channels.”
This approach allows for nimble adjustment based on real-world performance data—something increasingly important in today’s rapidly changing retail environment.
For food and beverage professionals monitoring industry trends, Wavers’ partnership with Gopuff also highlights the growing importance of rapid delivery platforms as a legitimate channel for new product launches. While traditional retail remains essential for scale, these platforms offer valuable launch opportunities, particularly for brands targeting digitally-native consumers.
The Broader Impact on Snack Innovation
Beyond this specific launch, the collaboration between creators, food industry veterans, and innovative retail platforms signals continued disruption in the snack category. The barriers to entry have never been lower for compelling concepts backed by the right team and marketing approach.
For established food and beverage companies, these nimble, creator-driven brands represent both competition and potential acquisition targets. Many major food companies have established venture arms specifically to identify and potentially acquire emerging brands showing strong consumer traction.
For the hospitality industry, the rise of distinctive, story-driven snack brands offers opportunities for unique partnerships that can enhance guest experiences. As consumers increasingly seek out brands that align with their identities and values, distinctive offerings like Wavers can help differentiate food service operations.
Looking Ahead
As Wavers rolls out nationally, food and beverage professionals should watch for several key indicators:
- Consumer response across different markets and demographics
- Potential expansion into additional retail channels
- Line extensions beyond the initial four flavors
- How Dobrik continues to integrate the product into his content creation
While celebrity-backed brands face unique challenges in maintaining momentum beyond initial launch enthusiasm, Wavers’ strategic approach to product development and distribution positions it well for potential long-term success in the competitive snack category.
The partnership with Gopuff and BevMo! demonstrates a sophisticated understanding of modern retail dynamics and creates multiple touchpoints for consumer discovery—an essential component for any new brand seeking to build awareness and trial in today’s fragmented marketplace.
For more information about Wavers, visit eatdoughbriks.com or follow the brand on Instagram @eatdoughbriks.
To stay updated on the latest innovations in the food and beverage industry, including emerging brands and distribution strategies, visit Food & Beverage Magazine and explore our coverage of consumer packaged goods trends and hospitality innovations.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1) linked to https://www.amazon.com/Beverage-Magazines-Guide-Restaurant-Success/dp/1119668964, Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
