Slim Jim goes upscale with 100% grass-fed beef


Erika Kincaid, FoodDive

Oct. 11, 2017


Dive Brief:


         Slim Jim, owned by Conagra Brands, is launching an upgraded line of meat products called Slim Jim Premium Smoked Sticks, according to PR News Wire. These new snacks will feature 100% grass-fed beef or 100% premium pork with contemporary flavors.

         Each new meat snack will contain at least 10 grams of protein, and have no artificial colors or flavors, and no added MSG. The three flavors introduced in the launch are Smokehouse Original, Thai Style Chili and Memphis Style BBQ.

         The Premium Smoked Sticks will be available at convenience stores and markets nationwide this month. The cost will be $1.79 for a 1.2-ounce individual serving and$4.99 for a 4.1 ounce resealable pack.


Dive Insight:


Slim Jims, a brand synonymous with meat snacks, is trying to play catch-up in a category it largely created. In the last decade, the gas station staple has gotten stiff competition from upscale upstarts featuring premium ingredients, healthier recipes and trendy flavors from companies such as Hershey's Krave. The question now is if Slim Jim can get away from its long-held reputation and be viewed as a superior product.


Meat snacks have risen in popularity, with sales surging more than 7% in each of the past four years, according to Nielsen data. The Technavio study forecasts the global meat snacks market to grow by about 9% annually through 2021. Consumer interest in protein-focused foods, including snacks, has only helped fuel demand for new products in this category.


Name recognition, typically a highly valued quality, may not help sales of Slim Jimís Premium Smoked Sticks...


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