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Beyond Meat: Jack Link’s Enters Chips Market

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Pork rind chips in a bowl

Known for its protein snacks and beef jerky products, Jack Link’s will enter the chip market with its Jack Link’s Pork Rinds. The product claims to have a salty, crunchy flavor and contains 1 gram of carbs and 8 grams of protein per serving. The chips will also be available in either Applewood BBQ or Sweet & Hot flavors.

"Our teams are dedicated to bringing new consumers to the category through innovative thinking across our portfolio of brands," said T.D. Dixon, Jack Link's chief marketing officer. "Our rapid innovation is really a product of our powerhouse research and development team. Their ability to take an idea and quickly turn it into a great-tasting product is unparalleled in our category."

Diversified Snacking Market

News of this product comes at a time of increased diversification and innovation in the snack market, especially among the chips.

Unique and interesting flavor profiles inspired by popular seasonal and regional dishes are driving growth within the category. In 2017, PepsiCo’s Frito-Lay revealed three distinct flavors from the “Do Us a Flavor” contest, which included everything bagel with cream cheese, crispy taco, and fried green tomato flavors. In the fall of 2017, Pringles released a limited edition tray of eight Thanksgiving-inspired chips including flavors like turkey, mac & cheese and pumpkin pie. 

Increasingly, CPGs are looking to chips and snack products as a way of diversifying its portfolio and strengthening brand image. The Hershey Company acquired Amplify Snack Brands, Inc., makers of Skinny Pop popcorn, and Campbell Soup Company acquired Snyder’s-Lance. In both cases, an interest in better-for-you products were central to the acquisition.