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

Baldor Specialty Food's efforts to cut food waste are adding money

Baldor Specialty Foods' efforts to cut food waste are adding money

As the issue of food waste rises in prominence in the US, industry players...

Organic industry asks for funds to expand production, oversight

Organic industry asks legislators for funds to expand domestic production & increase oversight

More than a hundred representatives for the organic industry descended on Capitol Hill in...

Standardized language for expiration dates will help reduce food waste

Standardized language for expiration dates should help reduce food waste, according to GMA

According to the nonprofit Feeding America, 126 billion pounds of food is wasted each...

Vox Pop: In sports nutrition, 'usually just protein'

Vox Pop: 'Protein, and that's pretty much it actually'

Sports nutrition is a booming industry, with Euromonitor estimating a value of $7.4bn in...

Food Starter helps entrepreneurs break into food and beverage industry

Food Starter helps entrepreneurs break into the competitive food and beverage industry

Launching a food business takes more than secret family recipe – it also takes...

Braskem packaging changes color if a product is unfit for consumption

Braskem packaging changes color if a product is unfit for consumption

Marcia Pires

polymer science researcher , Braskem

How to shift perception of GMOs from good vs evil to simply a choice

Could the biotech disclosure law help shift perception of GMOs from good vs evil to simply a choice?

In many ways, the conversation about GMOs has been a debate about good versus...

SmartLabel helps brands meet consumers’ mounting clean label demands

SmartLabel gains traction as a tool for brands to meet consumers’ mounting clean label demands

While SmartLabel is still in its relative infancy, manufacturers are flocking to the technology...

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...

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...

Soup-To-Nuts Podcast: Evolving views on breakfast

Soup-To-Nuts Podcast: Evolving views on breakfast create challenges, opportunities for CPGs

Breakfast has long been known as the most important meal of the day, but...

Soup-To-Nuts Podcast: What snacks are hot and where consumers buy them

Soup-To-Nuts Podcast: What snacks are hot and where consumers are buying them is evolving

US consumers are snacking more than ever, according to IRI data, but an analyst...

Soup-to-Nuts Podcast: Confections hold steady in face of war on sugar

Soup-to-Nuts Podcast: Confections hold steady in face of the war on sugar

Despite significant headwinds generated by the escalating war on sugar and increasing consumer preferences...

Soup-to-Nuts Podcast: Driving ecommerce with omnichannel marketing

Soup-to-Nuts Podcast: Driving ecommerce sales with an omnichannel marketing approach

Sales of food and beverage online may be lagging significantly behind those of other...

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...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...

Live Supplier Webinars

Food Innovation editorial webinar
William Reed Business Media
Optimizing California Almonds for Plant-Forward Formulations
Almond Board of California

On demand Supplier Webinars

FoodNavigator-USA Flavor Trends editorial webinar
William Reed Business Media
FoodNavigator-USA Clean Label editorial webinar
William Reed Business Media
All supplier webinars

Promotional Features

Content Provided by Fonterra

Way forward with whey protein