Understanding the Problem
Consumer interest is shifting away from traditional beef jerky toward alternative proteins that are perceived as healthier, more sustainable, and more exciting. While beef jerky remains the largest category, overall sales are tapering as growth moves to alternative types of meats and other cuts of beef. Despite this trend, no product in major markets has yet delivered exceptional taste, texture, and premium quality, leaving a clear opportunity for innovation.
Developing the right product
The opportunity lay in creating innovative meat snacks that meet evolving consumer expectations for taste, texture, and healthfulness. This included launching in different formats that resonate with current consumption trends, leveraging premium ingredients, and aligning with sustainability and nutritional messaging to capture share from both traditional jerky and alternative protein snacks.
To capture this opportunity, we launched a line of innovative meat snacks, including bison jerky and ancestral meat blend sticks (heart, beef, and liver). These products were developed with premium ingredients, bold flavors, and textures that resonate with modern consumers, supported by extensive research and insights to ensure they meet evolving expectations for taste, healthfulness, and sustainability.
