Krave beef jerky moves into plant-based products to meet demand
It has launched Krave Plant-Based Jerky to cater to evolving dietary needs and on-the-go snacking.
Flexitarians
As Krave’s first departure from meat products, the company claims its jerky is perfect for flexitarians and those looking to incorporate more plant-based foods into their diet.
“Krave has always been focused on improving tired protein snacks for consumers since the company launched just over a decade ago. From a macro trend perspective, the demand for plant-based products has really exploded over the last five years, and we’re seeing it in every major snacking category,” said Jimmy McClain, brand manager, Krave.
“From ethical to environmental to personal health reasons, each consumer has a different motivation for opting plant-based alternatives. And our Krave consumers aren’t any different.
“We heard time and again, “I really love Krave, but I’m actively trying to reduce my meat consumption.” The demand was clearly there – it was just a matter of being able to develop a plant-based product that delivered the same taste, texture, and nutritional value as Krave Gourmet Cuts. Krave Plant-Based Jerky does just that, and we are happy to say we’ve come out with a plant-based product that aligns with our goals of being the best in the category.”
McClain added its jerky is made from peas and fava beans and each bag has eight grams of protein per serving and comes in two flavors: Smoked Chipotle and Korean BBQ.
Snacking occasions
It has also launched Krave Pork Rinds, signalling the brand's entry into a new snacking occasion and the opportunity to provide an elevated option for Keto dieters. With hormone-free, all-natural pork in two flavors: Chili Lime and Al Pastor Taco.
“As consumers continue to demand more animal-free protein, I anticipate plant-based jerky products gaining share at a steady rate. Looking to other animal-based categories (milk, fresh meat, yogurt), we’ve seen that innovative plant-based launches have driven a disproportionate amount of growth relative to their overall size. I believe the same phenomenon will play out in the jerky category,” said McClain.
“What I think will be really interesting is: what will be the category share split between meat and plant-based jerkies in 7-10 years. I don’t think anyone really knows at this point, but I do think the adoption of the flexitarian diet is here to stay and in that way, I see the biggest growth platform for the category being plant-based foods.”
He added in the short-term, the company is looking for ways to drive trial on Krave Plant-based Jerky.
“The flexitarian consumer has been bombarded with plant-based innovation in this category. As with most new plant-based products, we know that tasting is believing so we’ll be putting considerable resources behind efforts to raise trial and awareness of Krave’s Plant-based Jerky,” he said.
“More broadly, it is evident the snack space is continuing to evolve to suit the ever-adapting needs of consumers, and our R&D team is always on the lookout for these shifts.
“In the long-term, you can expect Krave to continue to meet consumers demand where they are when it comes to innovative new high-quality, better-for-you snacks and snacking occasions.”
Krave Pork Rinds and Plant-Based Jerky are available online at kravejerky.com, on Amazon and on the shelves of select natural and conventional grocers nationwide for an SRP of $3.49 and $5.99, respectively.
Founded in 2009, Krave Pure Foods, is a producer of gourmet meat, poultry and now plant-based protein snacks. Krave is now part of The Hershey Company after its acquisition in 2015.
