On the heels of Shaun White joining the brand as its new investor and advisor, KRAVE is continuing to shake the jerky category as it unveiled a refreshed brand and look. Alongside new packaging and a new website, the jerky purveyor is making the move to offer 100 percent grass-fed beef jerky in its newest products, including the KRAVE Zero Sugar line.
“With KRAVE, we created a new better-for-you jerky category that proved so successful other brands followed suit. It was flattering to see brands emulate what was drawing consumers to KRAVE, but it also resulted in a surge of similar looks and attributes across jerky brands that made it hard to discern one from another on-shelf,” said Jon Sebastiani, Founder of KRAVE. “As a brand that has always aimed to ‘KRAVE Better’ and set itself apart since its inception, we saw this sea of sameness and knew the time had come for KRAVE to disrupt the category once again. This complete brand refresh paired with our new products does just that and brings our Sonoma Spirit to the forefront.”
This comprehensive brand refresh, addressing consumer preferences and highlighting the brand’s unceasing mission to “KRAVE Better,” comes just in time for National Jerky Day on June 12—giving KRAVE fans even more reason to celebrate and spread #jerkylove with a new-and-improved KRAVE that is vastly differentiated from its competitors.
After re-acquiring the brand from Hershey a year ago, the KRAVE team’s focus was foundational: to bring back the original quality and cooking methods that consumers first knew and loved. That meant a “meaty makeover” that optimized for better texture and consistency, maximized marinating time, improved flavor quality, and reinstated the traditional cooking process for each KRAVE product. With that foundation set, KRAVE’s refreshed relaunch brings visual representation to the upgraded brand and highlights these enhanced attributes on its new packaging.
Along with its new makeover, KRAVE recently introduced a new Zero Sugar Jerky line that marries grass-fed beef with all the flavor and none of the sugar. The two KRAVE Zero Sugar Jerky flavors—Sonoma Style BBQ and Southwest Hatch Chile—feature a flavor-forward, regionally inspired approach to the zero-sugar category allegedly not seen from other jerky brands. KRAVE Zero Sugar Jerky perfects bold flavor and tender texture for a snack that delivers on taste and nutrition, as both are 100 percent grass-fed beef jerky flavors, have 12g of protein, 0g of sugar, and only 1.5g of fat per serving.
According to the release, this renewed focus on high-quality ingredients, time-intensive processes, and a better overall snacking experience is also evident in the brand’s move to sourcing 100 percent grass-fed beef. The introduction of 100 percent grass-fed beef to KRAVE’s line of product – alongside the launch of KRAVE Plant-Based Jerky in 2020 – brings a more people- and planet-friendly lens to the jerky category at a time when food sustainability is a table stake across industries.
The new vibrant and playful look across all KRAVE packaging and the brand website brings a fresh visual identity to KRAVE’s fun, lighthearted take on bold, serious flavors and better-for-you ingredients. Underscoring KRAVE’s charmingly clever personality with splashes of bright color and cheerful humor, the brand brings a more approachable feel to the crowded, often too-serious category.
KRAVE Zero Sugar Jerky is available now in select CVS stores nationwide and in Meijer and Kroger. It is also available on KRAVE’s site and is coming soon to Amazon.
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