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Kelsey Plum has lent her face to dozens of brand deals, but the two-time WNBA champion and Olympic gold medalist is now set to serve as both the brand ambassador and a member of the founding team of a new consumer packaged goods product.
Buffy Protein, a first-of-its-kind protein dip, announced Wednesday that Plum is joining their team. The women-led brand said the Los Angeles Sparks point guard would play an active role in shaping Buffy’s market entry and spearhead retail expansion by pitching the product to key retailers.
“As an athlete, I’m constantly looking for clean, protein-packed fuel that actually tastes good,” Plum told Newsweek. “The fact that this is a female-led company that’s rethinking what snacking can look like made it even more exciting.”
Plum said she wanted to be part of building the brand, and not just putting her name on it, because of her connection to Buffy’s mission to deliver “delicious and nutritious fuel for the next generation of hungry, protein-seeking snackers.”
“I think authenticity matters,” Plum said. “If I’m going to stand behind something publicly, I want to be just as involved behind the scenes. Being in the room with investors and partners shows that this isn’t just an endorsement—I’m invested in making Buffy succeed long term.”
Buffy is among a recent slate of female-founded CPGs that have emerged out of a growing appetite for protein. In an increasingly competitive market saturated with whey powders and collagen-based snacks, Buffy’s founders Audrey Melville and Emily Williams are bullish on animal-based protein, noting that consumers want “fresh” sources of the macronutrient. Their dips, which are made with real chicken and cottage cheese, deliver nine to ten grams of protein.
In a September interview with Newsweek, Melville and Williams emphasized that they were building a brand rooted in authenticity, which is why Plum’s name emerged as a possible contender as the first celebrity partnership.
“We wanted to bring on someone who felt really authentic to the Buffy brand. Looking at female athletes was just a very natural space for us to land,” Williams told Newsweek. “Kelsey is amazing. She’s an Olympian. She’s a WNBA All-Star. We are incredibly bullish on the WNBA and the growth of the WNBA.”
“So, we are super excited about the possible synergies there,” she said.
In Wednesday’s press release, Williams said she and Melville were looking for someone who would actually eat Buffy as part of their regular diet, rather than someone just willing to lend their face to the brand. Plum told Newsweek that she incorporates the dip in both her regular playing season and her off-season.
“During the season, I need something quick and reliable between practices, travel, and games, and Buffy fits right in,” she said. “In the off-season, I’m focused on recovery and training, and it’s a great way to get extra protein since it’s so versatile—I’ll have it with veggies, crackers, or even just straight up with a spoon.”
Buffy has launched pre-orders for their Whoa, Buffalo flavor. Orders will ship in December.
