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

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.”

Related products

As soda sales fall, kombucha rises

As soda sales fall, kombucha rises

Tumbling soda sales have opened the door to the mainstream market for a variety...

Bonafide Provisions expands bone broth's appeal with Drinkable Veggies

Bonafide Provisions expands the reach and appeal of bone broth with Drinkable Veggies

As recently as two years ago, bone broth was virtually unheard of by the...

Defining dietary fiber at the 2017 IFT show

VIDEO: Should we define dietary fiber on the basis of what it is or what it does?

Which ingredients should be classified as dietary fibers and why? Elaine Watson caught up...

Sugar Reduction: What’s next? At IFT, companies weigh in

How will added sugar labeling change the market? At IFT, companies weigh in

The controversial requirement to list added sugar on the nutrition facts panel has divided...

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

"The conversion away from partially hydrogenated oils is really an opportunity to re-engineer cakes...

Cargill R&D VP talks ‘processed’ food, EverSweet, at IFT 2017

VIDEO: Cargill R&D VP talks ‘processed’ food: ‘All food is made of chemicals’

To many consumers, ‘processed food’ is just another term for ‘junk food.’ It’s hard...

Entomo Farms talks edible insects at IFT 2017

Entomo Farms: 'We’re one of the most recognized [edible insect] brands across the world now'

Canadian bug powder supplier Entomo Farms is still doing most of its business with...

Clean meat labeling and regulation in focus at IFT 2017

VIDEO: Will we need a new regulatory framework for clean (cultured) meat?

Producing ‘clean’ meat by culturing cells – instead of raising or slaughtering animals -...

IFT 2017 green banana flour in focus

VIDEO: ‘Green banana flour has the functionality of a starch and the label of a fruit…’

One product that generated quite a buzz at the IFT show this year was...

Retail competition heats up as consumers seek more ethnic products

Competition among retailers heats up as consumers seek more diverse, ethnic products

Consumer demand for products that are authentic and ethnic is not only prompting brand...

Soup-to-Nuts podcast: The return of consumers to home kitchens

Soup-to-Nuts podcast: The opportunities & challenges of consumers' return to home kitchens

Despite continued pressure from the on-the-go lifestyles that dominate today’s culture and have fueled...

Soup-To-Nuts Podcast: Key strategies for innovation from Kraft Heinz

Soup-To-Nuts Podcast: Key strategies for innovation & renovation from Kraft Heinz

A commonly held perception of the ongoing renaissance in the food and beverage industry...

Soup-To-Nuts Podcast: What does it take to win a pitch slam?

Soup-To-Nuts Podcast: What does it take to win a pitch slam?

For time-strapped entrepreneurs who are brave enough to take the stage, competing in pitch-slams...

Soup-To-Nuts Podcast: Can duck be a dark horse of animal proteins?

Soup-To-Nuts Podcast: Can duck become the dark horse of animal proteins?

When it comes to eating meat in the US, chicken, without a doubt, is...

Soup-To-Nuts Podcast: The business case for kosher certification

Soup-To-Nuts Podcast: The business case for kosher certification

Ethical claims on food and beverages sold in the US are almost as ubiquitous...

Soup-To-Nuts Podcast: Hemp is overcoming hurdles to become superfood

Soup-To-Nuts Podcast: How hemp is overcoming hurdles to become the next superfood star

Nutrition-packed, environmentally sustainable and already notoriously well-known – although partly for the wrong reasons...

Soup-To-Nuts Podcast: Seeds emerge as superfood powerhouse

Soup-To-Nuts Podcast: Nutrient-dense seeds emerge as superfood powerhouse

Nuts and seeds in the US are finally reaching superfood status, thanks in part...

Soup-To-Nuts podcast: 3 trends driving growth in bottled water

Soup-To-Nuts podcast: Three trends driving growth in the bottled water category

After years of steady growth in the high single-digits, consumption of water in the...

Soup-To-Nuts Podcast: grain-free vs ancient grain trends

Soup-To-Nuts Podcast: Gluten free movement spawns divergent grain-free vs ancient grain trends

As the tenacious gluten-free trend continues to grow and mature into a market behemoth...

Soup-To-Nuts Podcast: Agency enforcement and litigation targets

Soup-To-Nuts Podcast: FDA & FTC move forward with enforcement even with some regulations in limbo

New regulations and draft guidances may be on hold at many federal agencies until...

Key Industry Events

Promotional Features

Content Provided by Fonterra

Way forward with whey protein