Krave introduces beef bar to the mix
Dec. 7, 2016
by MEAT+POULTRY Staff
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The jerky company is trying to break into the meat snack world.
SONOMA, Calif. – Krave Pure Foods Inc., has launched its newest innovation: the Krave Bar.
The new offering is a departure from its flagship line of jerky products, and the Krave Bar is designed to compete in the meat snack space, as consumers seek new ways for consuming protein.
The Krave Bar comes in four flavors – Chipotle Cherry Beef, Cranberry Thyme Turkey, Mango Jalapeño Pork and Wild Blueberry Beef. It is made with pork, beef or turkey combined with quinoa and dried fruit. The bar contains no nitrates or artificial ingredients.
The Krave Bar will be available at Kravejerky.com, CVS Pharmacy stores and other retailers nationwide.
Krave was founded in 2009 and positioned in the market as a leader in the premium jerky category. What set the company apart from competitors in the category were the flavor varieties it offered, such as black cherry barbecue pork, basil citrus turkey and chili lime beef.
In January 2015, Hershey acquired the company for an undisclosed amount. Despite the acquisition being a departure from the company’s confectionery focus, Hershey said Krave was a good fit in the snack category, particularly since it is a company focused on simple ingredients, transparency and portable snacking.