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Chomps Stands Out in Meat Snack Category

Chomps Stands Out in Meat Snack Category


NAPLES, FL
Thursday, January 23rd, 2020

The narrative around meat is changing, especially as more protein providers pick up the pen and scribe new labels to old category favorites, in turn writing a new normal for eaters of all demographics. Chomps is one such provider relishing in this position. With the goal of introducing all consumers to the deliciousness of healthy eating, Chomps is putting meat snacks on grocery shelves that do more than meet shoppers’ eyes in the way of sustainability, diet trends, and taste. Wanting to learn more, I sat down to chat with Peter Maldonado, Co-Founder of Chomps, who gave me a lot of insight on how this unique brand has been drawing consumers in since day one.

Peter Maldonado, Co-Founder, Chomps“I may be biased, but the taste, texture, and quality of our products is the best. This is one of our biggest focuses, which is why we’re so different from typical jerky brands,” Peter began to tell me. “We’re also different because we hit on all the big things people are concerned about these days, like the environment, animal welfare, and the health benefits of red meat.”

Peter explained that Chomps sources its beef from Tasmania, an island made up of grass-fed beef producers and one of the greenest places Peter has ever visited.

“The entire island is made up of red volcanic soil that is loaded with nutrients, making it the perfect setting to grow grass and raise grass-fed beef year-round,” Peter shared with me. “The nutritional value of fresh green grass for the cattle is evident in the quality of our beef. We know we have the absolute best source that we’ll ever find, and our farmers are raising cattle the way it should be done.”

All of Chomps’ beef is certified humane with no antibiotics or hormones, and the cattle is raised in regenerative agricultural systems. And because the cows are eating healthy, consumers who choose to snack on Chomps’ products can rest assured knowing they’ll be eating healthy, too.

“There should be no trade-off for eating healthy. In fact, eating healthy should taste better than not eating healthy, and with us, it does,” Peter continued. “We first got our start with diet-tribes like Paleo, Keto, Whole30, and more small niche communities that have since grown, helping us to grow our core demographic as well.”

All of Chomps’ beef is certified humane with no antibiotics or hormones, and the cattle is raised in regenerative agricultural systems

As Chomps’ success has grown, the team behind the brand has taken an interest in educating consumers on the health benefits—to people and the land—of its products. One way Chomps is doing this is by making products that appeal to a wider audience.

“We quickly realized that many of our consumers are female, despite 65 percent of females asserting meat snacks weren’t made for them, even though many secretly liked them. As a result, we made our brand more inclusive and gender-neutral,” Peter explained. “We recently changed our packaging to support this inclusiveness and differentiate from our competitors. Now, our products look like a rainbow on store shelves, which you don’t usually see in the meat snack category. This helps us stand out in a sea of sameness and resonate with our consumers.”

Chomps is putting meat snacks on grocery shelves that do more than meet shoppers’ eyes in the way of organics, sustainability, diet trends, and taste

In addition to being friendly to diets like Paleo, Keto, Whole30, and those who are diabetic, the jerky brand also widened its consumer base by introducing products that are AIP friendly and safe for those with certain allergies.

“What companies like ours are doing is building philosophies on the shelf. Because our products have labels that many people are looking for, our products are destinations in the store, which is a plus for retailers looking for healthy brands with growing consumer audiences,” Peter noted.

When I asked Peter how Chomps accomplishes all of this, he pointed to the structure of the company as another point of uniqueness from other meat snack brands.

In addition to being friendly to diets like Paleo, Keto, Whole30, and those who are diabetic, the jerky brand also widened its consumer base by introducing products that are AIP friendly and safe for those with certain allergies

“We put our customers first instead of our profit, which is a breath of fresh air in a category overrun with private equity. This is also only possible because we’re self-funded with a go-to market strategy that is different,” Peter concluded. “We like to make these decisions and invest in our sourcing. This helps us to innovate the category as a whole and keep consumers at the center of our mission.”

With Chomps at the helm, helping to rewrite the meat snacks category as more healthy and sustainable, there’s no doubt that the narrative around meat will continue to change—for the betterment of all.

Deli Market News will continue to follow along with industry innovators like Chomps, so stick with us.

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