Chomps Enters Underserved Chicken Snack Segment With New Three-Flavor Line

New updates have been reported about Chomps.

Chomps is expanding beyond its core beef, turkey, and venison lines with the launch of a new chicken-based meat stick platform, marking a strategic move into an underdeveloped portion of the $8.2 billion meat snacks market. The three new SKUs—Original Chicken, Nashville Hot, and Savory Breakfast—each deliver 12 grams of protein, 80 calories, and zero sugar, using antibiotic-free, carefully sourced chicken formulated without artificial flavors, colors, or preservatives.

Management positions the chicken launch as the result of more than a decade of R&D and as a key lever to broaden the brand’s addressable audience in a $126 billion snacking industry where chicken, despite being America’s most consumed protein at roughly 100 pounds per capita annually, represents only about 1% of meat snack sales. CEO and Co-Founder Rashid Ali frames chicken not as a niche extension but as a chance to reshape an overlooked segment and deepen category leadership, while R&D leadership underscores the technical complexity of chicken formulation as a barrier to entry that could support differentiation.

Within the lineup, Savory Breakfast is designed to expand usage occasions by moving meat sticks firmly into the morning daypart, competing with sugar-heavy and carb-driven breakfast options and potentially increasing purchase frequency among time-constrained consumers. Nashville Hot answers strong consumer demand for more heat, signaling a continued emphasis on community-driven innovation, while the Original flavor is intended to capture mainstream chicken preferences and serve as the anchor of the new range.

From a go-to-market standpoint, Chomps is building awareness through a dedicated chicken campaign centered on the message that the product “tastes like chicken because it is,” reinforcing its quality positioning and simple ingredient story. The company is also using promotional tactics, including a giveaway for a year’s supply of chicken sticks via its website, to accelerate trial and data collection ahead of broader distribution.

Retail rollout for the chicken sticks begins in April on a rolling basis, indicating a phased distribution approach that allows Chomps to manage supply, refine merchandising, and measure performance by channel. The brand will preview the new products at Natural Products Expo West, signaling intent to deepen relationships with natural, specialty, and conventional buyers and to secure incremental shelf space as it extends from traditional meat snack sets into all-day snacking and breakfast occasions.

Chomps’ leadership emphasizes that the chicken line aligns with its broader strategy of offering real, high-quality, convenient protein snacks and maintaining rigorous standards that recently contributed to its non–ultra-processed certification. As America’s fastest-growing meat snack brand, according to recent market data, the company is using this launch to reinforce its premium, health-forward positioning while tapping a large consumer base already familiar with chicken, potentially supporting incremental revenue growth, share gains in meat snacks, and enhanced brand equity across retail and direct-to-consumer channels.