One of the fastest-growing food companies in the U.S. is currently facing a challenge. Meat stick producer Chomps is manufacturing 2 million of its cylindrical snacks daily, but due to high demand, they can only fulfill 85% of their orders.
They are forced to reject requests from new retailers interested in carrying their product to maintain quality and keep existing customers satisfied. Chomps is also delaying the expansion into new geographic markets and the development of new snack options until they can meet the current demand for their core offerings.
Not long ago, the obstacles faced by Chomps would have seemed like a dream in a meat sticks industry where the product was once considered salt-laden and highly processed. Today, meat sticks are seen as a convenient and portable snack packed with protein, aligning with the latest trends in the food industry.
Sales of dried meat snacks, excluding jerky, increased by 10.7% to $3.3 billion in 2024 compared to the previous year. Since 2020, the category has seen a growth of nearly $1.2 billion in sales.
Chomps alone is projected to reach close to $1 billion in sales, a significant rise from $50 million in 2019. The company plans to add over 22,000 new distribution points in 2026 and has recently inaugurated a 300,000-square-foot manufacturing facility in Missouri, enabling a substantial increase in production.
Chomps is not the only meat stick producer experiencing success. Jack Link’s has unveiled its $450 million processing plant in Georgia, set to employ 800 people. Archer has announced plans for a second plant in Los Angeles to double its manufacturing capacity following a 90% increase in sales.
Standing Out in a Rapidly Growing Sector
For years, meat sticks were perceived by consumers as unhealthy and containing artificial preservatives or additives. Despite the evolution of the sector and the introduction of new products that cater to consumer preferences, it was challenging for meat sticks to shake off this reputation and attract hesitant consumers.
However, with the rising demand for protein and convenience, the sector’s growth is evident. Each Chomps stick contains 10 to 12 grams of protein, equivalent to two eggs. The meat sticks market has also witnessed an increase in consumers using GLP-1 medications.
Aside from protein content, the versatility of meat sticks plays a significant role in their appeal, allowing producers to meet diverse shopper needs and quickly adapt to evolving trends.
Meat sticks are available in various lengths and flavors such as Jalapeno, Tex-Mex, Smoked Mesquite, and Dill Pickle. They can be grass-fed, organic, or low in sodium, with different textures to cater to different preferences.
This wide variety has given consumers more reasons to choose meat sticks and has attracted users who may have been hesitant in the past.
Conagra Brands, the owner of Slim Jim, Duke’s, and Fatty, boasts one of the most extensive portfolios of meat sticks, utilizing each brand to highlight different attributes that appeal to consumers.
Exploring Beyond Meat Sticks
The burgeoning meat stick market has emphasized the importance of new offerings to differentiate themselves. When jerky giant Jack’s Link rebranded its better-for-you LK line, it focused on being free of the top nine allergens rather than its use of meat from grass-fed cattle and free-range poultry.
With 85 million people avoiding food due to allergies or intolerances, the meat sticks market presented an opportunity for Jack’s Link to cater to this segment and enter the natural channel.
While innovation is prevalent in the meat sticks industry, some producers opt for simplicity, believing that less is more, especially in terms of flavors.
Meat snack makers are confident in the sector’s continued growth, attributing it to the category’s alignment with trends like snacking, protein, and convenience that resonate with consumers.
Chomps sees its competitors not as other meat stick manufacturers but as other salty snack producers. The company aims to capture market share from categories like chips, bars, and mixed nuts, attracting new consumers to the meat sticks category.