But Chan's new venture -- low fat, high fibre oatcakes, cookies and chocolates -- centred on the brand's healthy lifestyle theme -- has branding experts warning of the dangers of expanding beyond his core customer base.
The food line joins a growing stable of merchandise and infrastructure, which includes everything from clothing labels, accessories and toys, to gymnasiums, restaurants and a sushi eatery chain.
Brand management house C&R International will oversee the new health line, which will hit shelves in Hong Kong and China later this year. If successful, there are plans to expand it internationally, while at the same time increasing the number of different foods available.
"We're not going to compete with other brands, because a lot of healthy brands aim at the lower market, but at the same time, you get what you pay for," said Alex Yau, brand manager at C&R International.
"We're going to go into boutique supermarkets, hotels and we might even sell it in health clubs."
But industry experts say expanding the portfolio is not without risk.
"The more you extend brands the more they get stretched into areas of less and les relevance, which undermines the core brand identity," said Chris Jaques, chairman and CEO of Y&R and Wunderman Asia-Pacific.
"It's fine right now, but the key is whether it's sustainable," he said.
But Yau is confident they will remain faithful to the brand.
"I've heard a lot of branding experts say the same thing, but I think we're okay," said Yau. "When we started back in 2002, we made it clear that our brand is a lifestyle and fashion brand, and whatever we do, we relate it back to lifestyle."
Jaques also cautioned the move to brand the food line as an up-market alternative, could alienate some consumers.
"Jackie Chan is a mass-market brand, it's a popularist brand -- that's the nature of it, that's what gives it its appeal," he said.
"It is not a premium brand so, to me, that seems to be a real lack of synch between positioning and the core brand idea."
But Yau disagreed with the assessment.
"For us, when we look at it, it is part of the healthy lifestyle, that there is something that we are introducing as healthy to the public," he said.
Jaques added C&R International and Jackie Chan would face another challenge in years to come, in promoting the merchandise in regions outside the traditional strongholds of Greater China and the US, where Chan is very well known.
"The brand extends to your loyal devotees, you don't extend to people who don't know you and don't know your brand," he said.
Chan stretches brand from films to cookies
Jackie Chan, the local star made good in Hollywood, has taken aim at middle to high-end consumers with healthy appetites, with the launch of new boutique food products.
