Dive Brief:
- PepsiCo is entering the fast-growing meat stick market with the launch of a new brand called Good Warrior.
- The sticks have 10 grams of protein, no sugar and 100 calories per serving. They also have no artificial colors or flavors and are available in two varieties: original and jalapeno pepper.
- PepsiCo said Good Warrior plans to enter additional product categories later this year, though it did not provide specifics.
Dive Insight:
Once dismissed as overly processed and full of salt, meat sticks have suddenly become one of the hottest food segments in snacking due to their portability and high-protein content.
PepsiCo said Good Warrior was designed to meet the robust demand for protein, with 86% of Americans are looking to add more of the nutrient to their diet, according to a study conducted on behalf of the snack and soda maker.
“We created Good Warrior because people deserve protein snacks that don’t feel like a compromise,” Tina Mahal, marketing senior vice president for PepsiCo Foods U.S., said in a statement. “Good Warrior brings bold flavor, functionality of protein, and the convenience today’s consumers expect.”
Sales of dried meat snacks, excluding jerky, rose 10.7% to $3.3 billion in 2024 from the prior year, according to data provided by Circana. Since 2020, the category has added nearly $1.2 billion in sales.
PepsiCo’s Good Warrior will be going face-to-face with a long list of established offerings, including Conagra Brands’ Slim Jim and more recent upstarts like Chomps, Jack Link’s and Archer.
PepsiCo is no stranger to meat snacks.
The food and beverage company has worked with Jack Link’s for several years, mostly recently announcing the launch of Jack Link’s Doritos Nacho Cheese-flavored beef jerky and meat sticks. But a PepsiCo executive told Food Business News that, while the partnership has been successful, consumers are now more interested in quality and premium ingredients, with flavor taking a back seat.
Amid a slowdown in snacking sales, PepsiCo has been innovating existing brands to incorporate protein and other ingredients sought out by today’s shoppers. Its functional foods portfolio includes Doritos Protein, SunChips Fiber, SmartFood FiberPop and Quaker Protein products.
