SUBSCRIBE

Breaking News on Food & Beverage Development - North AmericaEU edition | APAC edition

News > Manufacturers

Read more breaking news

 

 
CAUGHT ON CAMERA AT THE 2017 WINTER FANCY FOOD SHOW

KRAVE Jerky general manager: It’s our flavors that differentiate us

Post a comment

By Elaine Watson+

09-Feb-2017
Last updated on 09-Feb-2017 at 19:57 GMT2017-02-09T19:57:17Z

KRAVE Jerky talks meat snacks at the Fancy Food Show

When KRAVE burst onto the scene in 2010, its all-natural credentials, premium packaging and gourmet flavors gave it a unique point of difference in the sluggish meat snacks market. Since then, however, scores of new entrants have started muscling in on its territory. So how can it stay ahead of the curve?

Clearly, having the might of Hershey (which acquired KRAVE in 2015) behind it has certainly helped the brand significantly boost its distribution, especially in the convenience store channel, general manager Shane Chambers told FoodNavigator-USA at the Winter Fancy Food Show.

But KRAVE is not simply relying on Hershey’s deep pockets and market clout to carry it through, said Chambers, who claimed KRAVE still stood out in the jerky market for its culinary-inspired flavors, and was also bringing similar innovations to the meat bars and sticks category

We think it’s our chef-inspired culinary flavors that differentiate us… The meat stick market is quite a good size, and there’s been some growth there that’s attractive to us… the KRAVE stick offers a different twist on the tradition meat stick; we consulted with the Culinary Institute of America on flavor development, and it’s also quite low in sodium, which makes it different from the mainstream players, plus we have real veg inclusions and interesting flavor combinations.”

For the meat bars, which feature fruit inclusions, he added, “We’re using a distinct using proprietary manufacturing process that does not use fermentation.”

ON the marketing front, he said, “We’ll continue to leverage ambassador relationships such as [swimmer] Michael Phelps [winner of 28 Olympic medals] and [soccer World Cup champion and 2x Olympic gold medalist.] Carli Lloyd, and may potentially play a role in the Winter Olympics coming up.”

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Related products

Related suppliers

Potential for Nutrition Facts label delay should not slow compliance

The potential of a delay to Nutrition Facts label changes should not slow compliance efforts

Assuming FDA does not delay the deadline for the new Nutrition Fact label as...

Arctic Zero CEO: Clean Label not just low sugar, low calorie, low fat

Arctic Zero’s new social media video campaign shows how ‘clean label’ is more than just ‘free-from’

With the launch of four new varieties, Arctic Zero produced a video to tell...

Manufacturers navigate greenwashing allegations

Manufacturers walk tightrope between demand for natural products and greenwashing allegations

Today’s consumers want products that are natural, sustainable and environmentally friendly, but manufacturers hoping...

Crunchies targets Millennial moms with freeze-dried fruits

Crunchies targets Millennial moms as fruit & veggie snacking gathers pace

If freeze-dried fruit conjures up images of space food, or brightly colored soggy bits...

Annie's sales set to reach $400m in fiscal 2017

Annie’s president: ‘Over the last two years we’ve added four million new households each year’

While some commentators baulked at the $820m General Mills parted with to get its...

CPG accelerator SKU blends mentorship & networking to help startups succeed

CPG accelerator SKU blends mentorship & networking to help startups succeed

Starting and growing a company is hard – especially in the highly competitive food...

Three tips for selling internationally-inspired, authentic products to Americans from industry veteran

Three tips for selling internationally-inspired, authentic products to Americans from industry veteran

Americans may be becoming more adventurous in what they eat – seeking international flavors...

Hip Chick Farms expands its portfolio

Hip Chick Farms expands its portfolio of clean, simple poultry & other frozen foods

McDonalds, Panera and other high profile food service companies took notable steps last year...

Rising animal welfare concerns push farmers & manufacturers to rethink humane agriculture

Rising animal welfare concerns push farmers & manufacturers to rethink humane agriculture

As animal welfare concerns become increasingly mainstream, farmers and manufacturers, such as the natural...

Synbio ingredients have vast market penetration, new list shows

Synbio ingredients have vast market penetration, new list shows

Synthetic biology, or GMO 2.0 as some are calling it, has vastly more penetration...

Soup-To-Nuts Podcast: Will Moringa steal kale's top superfood spot?

Soup-To-Nuts Podcast: Will Moringa knock kale out of the top superfood spot?

For years kale has reigned supreme as the go-to superfood for many Americans thanks...

Soup-To-Nuts Podcast: Fair Trade certification tackles coconut supply

Soup-To-Nuts Podcast: Could Fair Trade certification help avoid a coconut shortage?

Ever since coconut water burst on to the US market several years ago, Americans...

Soup-To-Nuts Podcast: Emerging class action litigation targets

Soup-To-Nuts Podcast: Emerging class action litigation targets

The number of class action cases filed against food and beverage companies continues to...

Soup-To-Nuts Podcast: Threats to bees threaten whole food industry

Soup-To-Nuts Podcast: Industry stakeholders seek to take the sting out of threats to bees’ health

Spring has finally sprung, which means birds are chirping, crops are blooming and bees...

Soup-To-Nuts Podcast: Top marketing strategies for natural products

Soup-To-Nuts Podcast: Clean label 2.0 and other top marketing strategies for natural products

When it comes to marketing products in the natural channel it seems like there...

Soup-To-Nuts Podcast: The opportunity for medicinal mushrooms

Soup-To-Nuts Podcast: The rising opportunity for mushrooms in food and beverage

Growing awareness of the powerful health benefits of mushrooms as well as increasing demand...

Soup-To-Nuts Podcast: Certified Transitional Organic

Soup-To-Nuts Podcast: Certified Transitional helps conventional farms make the switch to organic

Despite organic’s strong appeal with double-digit year-over-year growth since the early 1990s, and the...

Soup-To-Nuts Podcast: A closer look at protein’s rise to popularity and where it is headed

Soup-To-Nuts Podcast: A closer look at protein’s rise to popularity and where it is headed

Americans’ love affair with protein shows no signs of cooling in the coming years...

Soup-To-Nuts Podcast: Paid influencers make big impact with small budget in hot sauce category

Soup-To-Nuts Podcast: Paid influencers make big impact with small budget in hot sauce category

From restaurants’ fixation with ghost peppers to the presence of sriracha on dining tables...

Soup-To-Nuts Podcast Countering the impact of climate change on coffee

Soup-To-Nuts Podcast: Countering the impact of climate change on coffee

Every year more people wake up to coffee or use it to fuel them...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...

Promotional Features

Content Provided by Fonterra

Way forward with whey protein