Move over, Prime—Warren James is whipping up creator-led food & drink brands

Warren James—the brand development/merchandising firm that’s worked with digital creators like Hasan Piker, LilyPichu, and Deestroying—is getting into food and beverage.

Its new division is spearheaded by recent hire Emily Buckley, who spent five years as director of business development for artisanal pasta brand La Pasta and, most recently, was VP of brand and product portfolio for meal kit company Freshly.

As Warren James’ general manager of food & bev, she’ll be “building the unit from the ground up,” the firm said in a press release, including “hiring a team to work closely with, and overseeing the incubation of brands and development of products which resonate best with followers of creators Warren James works alongside.”

She’ll also manage the division’s strategic planning, brand-building, creative development, logistics and fulfillment, web development, customer support, and overall performance, brand marketing, and business development.

“I am beyond thrilled to join the team at Warren James, and I’ve always been a personal admirer of their influential work in the creator space,” Buckley said in a statement. “To head up a new division which I can put my stamp on is a professional dream come true.”

She added that Warren James’ goal is to “build creators’ brands and develop products for their audiences with real staying power—brands our creators’ followers, as well as consumers in the broader market, will love.”

Warren James’ move into this space seems like a smart one, considering the growing number of creator food and drink brands—like Logan Paul and KSI‘s Gatorade/Powerade challenger Prime, which apparently has been generating enough bucks for them to spend big on a Super Bowl commercial earlier this month.