Plant-based expansion KRAVE has launched a plant-based lineup in 2023, signaling openness to alternative protein snacks and potential cross-sell opportunities to retailers and foodservice partners seeking vegan or vegetarian options.

Zero sugar trend The introduction of a Zero Sugar Jerky line in 2021 demonstrates sensitivity to health-conscious consumers; leverage this to target wellness channels, retailers with low-sugar SKUs, and diabetes or fitness-focused customer segments.

Heritage and quality Strong Sonoma brand positioning tied to quality and craftsmanship offers premium snack storytelling. This can be used to pitch premium supermarket displays, specialty stores, and co-branding with wine and gourmet producers.

Acquisition and momentum Past ownership changes and private equity activity (Hershey acquisition, Sonoma Brands) indicate sector consolidation potential; identify distributors and DTC partners who value brands with proven growth and lineage for potential M&A or co-packing collaborations.

Healthy snack focus Historically positioned as a better-for-you jerky with nitrite-free and flavor-forward profiles; target health-minded retailers, gym/fitness channels, and corporate wellness programs seeking clean label, indulgent snacks.