Tom Dougherty, CEO – Stealing Share
4 December 2018
Does Krave Jerky mark a change in beef jerky?
I’ve been fortunate enough (and I say that with the utmost level of sarcasm) to have tried a litany of diets. Most of them are fads, such the newly enshrined Keto and previously popular, Whole 30, for instance. Heck, I even made up my own diet. All I ate for a month was Snyder’s Pretzel nuggets. Seriously. All told, there was one diet that worked wonders with me and that was Paleo. Why? Because I could eat all the Krave Jerky I could find.
Incidentally, I am now a steadfast vegetarian. But I still look longly back to the days of my Krave Jerky binges.
Granted, the jerky market isn’t one you’ve probably paused and thought a whole lot of about. But it’s a billion-dollar business, with sales growing 4.2% annually. Hershey purchased Krave Jerky in 2015, marketing it as a low-fat, gluten-free option with no artificial ingredients.
That’s certainly the trend in the food market. It’s even reached into the fast food market, which has traditionally been anything but known as offering healthy food.
Under Hershey’s leadership, Krave Jerky has become a $40 million endeavor. Not a huge bite of the market, but certainly filling a niche that’s becoming a lasting trend.
“The name itself suggests that, even with it being a healthier option, it contains the salty taste beef jerky eaters crave. (A pun intended by Krave, which makes it a tiny bit too clever.) That is placed in juxtaposition with the logo of a running figure, which gives permission for heath-conscious eaters to try it.”
Taste isn’t the only reason for the success of Krave Jerky
I could go on about the fabulous taste and health benefits of Krave Jerky. But, as we’ve written before, choosing healthier options is just choosing a category. Not a specific brand.
Taste is also simply a rational way to back fill our choices, which are always emotional. Beer tasters will go on and on about the taste of their favorite beer. But they fail to recognize their favorite in blind taste tests. They choose emotionally, even if they didn’t recognize it.
For Krave Jerky, it’s nearing a sweet spot with its brand. Although it does run TV ads, they are in short supply. (See below.) No, its main point of contact with consumers is labeling. And it uses its limited space fairly well.
The name itself suggests that, even with it being a healthier option, it contains the salty taste beef jerky eaters crave. (A pun intended by Krave, which makes it a tiny bit too clever.) That is placed in juxtaposition with the logo of a running figure, which gives permission for heath-conscious eaters to try it.
That’s why if there is ever a day I leave my vegetarian life (doubtful), I’ll ring in a new meat-eating one with a big ole’ bag of Krave’s Chili-Lime jerky.
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