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BRAND SPOTLIGHT

CHOMPS

In this brand spotlight we take a deep dive into CHOMPS

CATEGORY: SAVOURY SNACKS

Chomps

📖 BRAND OVERVIEW

CHOMPS are the fastest growing US natural meat stick brand. They have a premium positioning and differentiate themselves as the healthier and cleaner alternative to other meat snacks such as beef jerky. 

  • They boast – the cleanest label on the market and have the credentials to back it up: 
    • 100% grass-fed and finished beef and venison. 
    • Free-range turkey that contain no hormones, antibiotics or added sugar. 
    • Whole30 Approved, Certified Gluten-Free and Non-GMO Project Verified
  • Their growth – has been phenomenal, but listen to any podcast with the founders and one thing is clear – it has also been very intentional and sustainable.

🔍  LET’S GIVE SOME CONTEXT

  • CHOMPS was started by – Pete Maldonado and Rashid Ali in 2012 when they each invested $3,250 for the first production run.

 

  • Their ambition was to – bring to market simple snacks, made from the highest quality, sustainably sourced proteins and with no hidden or harmful ingredients.

 

 

  • They initially targeted trending health niches (keto, paleo), but it quickly became clear there was a wider appeal.  The timing was just right and CHOMPS was filling a gap in the market.

 

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🏢  BEHIND THE SCENES

  • Headquarters: Florida, United States
  • Formerly known as: Logic Meat Locker (briefly!)
  • Year founded: 2012
  • Employee count: 56
  • Investors: Stride Consumer
  • Purchasing Options: Direct: Online, Indirect: Retail – Grocery

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Products: Meat Sticks
  • Product range: 6 core flavours – Original Beef, Jalapeno Beef, Italian Style Beef, Sea Salt Beef, Pepperoni Seasoned Turkey, Venison Salt & Pepper.
  • Target Audience: Health-conscious consumers seeking wholesome on-the-go snacks.
  • Brand positioning: Authentic, simple, friendly and adventurous. Premium. The leader in clean, top quality, sustainable on-the-go meat snacks. 

🧡 THIS GETS US EXCITED

  • What’s NOT in them is just as impressive as what IS in them – they have the cleanest label in meat snacking.

 

  • CHOMPS took meat snacks to a completely new space – from the ingredients, to the packaging and branding.  Think if protein bars did meat snacks, and thats what CHOMPS is! But arguably cleaner.

 

  • Despite their rapid growth – they haven’t lost sight of what makes their product special and to this day their focus on quality is exceptional – they hand inspect every stick they make

 

  • On the surface at least, CHOMPS is a masterclass – in how to produce and grow a sustainable brand.  Decisions are backed by data and learning.  They maximise for chance of success, rather than following the category.

🤔 POTENTIAL BRAND CHALLENGES

  • Highly competitive market – the on-the-go healthy savoury snack category presents fierce competition for CHOMPS. But we see their strong brand setting them up for continued long-term success.

 

  • Beef price impact – the rising volatility of beef prices poses a risk to both businesses and consumers, as it could lead to either profit losses or price hikes.

  • As CHOMPS grows can quality and consistency be maintained? Remember, they hand inspect every stick.

🏁 SOME OF THEIR COMPETITION

🛒 WHERE TO FIND THEM

  • DTC – Primarily direct to consumer online and bricks and mortar grocery stores.

 

⏭  WHAT’S NEXT?

  • Short term – expanding distribution in existing stores and improving visibility to maximise impulse purchases.

 

  • Medium term – expanding distribution into new channels.  CHOMPS is not listed in C-stores.  The founders want to build the brand awareness and understanding of the channel first.  However, given its importance to the category, it will become a priority.

 

🧢 MEET THEIR TEAM

All data is correct at time of writing. 

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