Fable Fish’s Co-founder Meghan Luck did not let prototype packaging hold up her retail dreams, as the jerky brand launched into Sprouts Farmers Market as part of the retailer’s Innovation Set last month.
Third-generation Alaskan fisher Meghan Luck co-founded Fable Fish in 2023, which offers Alaskan sockeye salmon jerky in sea salt, teriyaki and sweet chili flavors. Luck wanted to recreate the protein-rich snack that she grew up eating, while also highlighting the benefits of eating wild food.
“Fable Fish is essentially a commercialized version of a protein snack that I have eaten growing up my entire life. And for a really long time, I did not realize what a privilege it was to eat wild food and be connected to the land in that way because it was something that was super normal for me,” Luck elaborated.
‘You do not have to be super buttoned’
On May 1, Fable Fish launched its fish jerkies in its first major retailer, Sprouts Farmers Market, and will be available in 445 doors nationwide as part of the grocer’s innovation set.
Sprouts’ Innovation Set is designed to educate early-stage CPG startups on how to approach retail growth, allowing founders to launch their products into stores on a limited trial.
Fable Fish approached Sprouts early in its startup journey “without finalized packaging” and worked with the retailer to create packaging that would resonate with consumers, Luck noted.
The fish jerky brand initially sold its product in clear poly bags with limited branding but changed its packaging design, adding bold fonts and playful imagery, like a man riding a fish.
“With Sprouts specifically, you do not have to be super buttoned up to be able to go there if you have a product that you really believe in, and you believe is really high-quality. So, for me, the lesson is keep moving forward. It does not have to be perfect, and it is never going to be. So, if you can get the ball rolling and test and learn as you go, that ... is the most valuable thing,” she elaborated.
Protein demand surges, along with convenient solutions
Fable Fish is differentiating itself from many of its competitors by focusing on clean label and minimally processed products, which are naturally high in protein, Luck explained.
“It is really important for us to highlight the fact that our 31 grams of protein per serving comes from simply the raw material of the product. And instead of processing it to the point of having all of those additives be the thing that makes it special, we are purposely doing as little as possible to our product, so it maintains all of that nutrient density,” she elaborated.
