PepsiCo Pivots Into Meat Snacks, As Consumers Now Want ‘Cleaner’ Ingredients

For decades, PepsiCo has been known for chips, soda, and iconic snack brands. But recently, the company has started moving in a different direction. One that reflects how people’s eating habits are changing, especially among busy adults looking for convenient, protein-packed options. The company’s latest move is the launch of Good Warrior, a new line of beef sticks designed to compete in one of the fastest-growing snack categories in the U.S. According to Food Dive, dried meat snacks—excluding jerky—have surged into a $3.3 billion market, growing more than 10% in just a year.

This isn’t PepsiCo’s first attempt at meat snacks. The company has previously partnered with Jack Link’s to produce co-branded jerky and meat stick products. But as Jason Crawford, senior director of meat snacks at PepsiCo, explained during a Food Business News interview, the company saw a shift in what consumers actually want. “It’s less about flavor and more about quality and more premium ingredients,” Crawford said, describing how the category has evolved in recent years.

The shift is exactly what’s driving PepsiCo’s new strategy, moving from partnerships into building its own in-house brand tailored to modern consumers.

Why Meat Sticks Are Suddenly Everywhere

Not long ago, meat sticks had a reputation for being overly processed and loaded with preservatives. Today, that perception is changing quickly. What used to be a niche snack is now a go-to option for people looking for something quick, filling, and high in protein. According to Food Dive, brands like Chomps, Jack Link’s, and Slim Jim are riding a wave of demand fueled by convenience and nutrition trends. Many meat sticks now offer 10 to 12 grams of protein per serving, making them comparable to eating a couple of eggs.

Most consumers usually in their 30s, 40s, and beyond saw this combination of convenience and nutrition fitting perfectly into everyday routines. Whether it’s a quick snack between meetings or something to grab during a long commute, meat sticks have become a practical alternative to chips or sugary snacks. Matt Landen, senior vice president at Chomps, told Food Dive that the category’s growth reflects a broader shift in eating habits. “It feels like we’re building momentum,” he said, pointing to how quickly more households are adopting these products.

Importantly, the appeal isn’t just about protein. It is also about flexibility. Today’s meat sticks come in different flavors, textures, and ingredient profiles, from grass-fed beef to low-sodium or organic options. That variety has helped the category attract consumers who may have once avoided it altogether.

The Push for “Cleaner” Ingredients

As the category grows, so do expectations. For many consumers, especially those paying closer attention to what they eat, protein alone isn’t enough. Ingredients—and how they’re sourced—are becoming just as important. Rachel Ferdinando, CEO of PepsiCo Foods U.S., explained during an industry event that consumer priorities have shifted significantly in recent years. Artificial colors and flavors, once a minor concern, are now among the most discussed topics in food.

PepsiCo’s Good Warrior brand is built around that shift. The beef sticks are made with grass-fed beef, contain 10 grams of protein, and include no artificial colors or flavors, aligning with what many shoppers now describe as “cleaner” food. Tina Mahal, senior vice president of marketing at PepsiCo Foods U.S., said the goal was to remove the sense of compromise often associated with healthier snacks. “People deserve protein snacks that don’t feel like a compromise,” she said, emphasizing taste, convenience, and nutrition.

This focus on simplicity and transparency is becoming a defining feature of the category—and a key battleground for brands trying to stand out.

A Crowded Market With Big Opportunities

Despite the strong growth, the meat snack space is far from empty. PepsiCo is entering a market already dominated by established names and fast-growing newcomers, all competing for attention in the same aisle. Companies like Conagra, Chomps, and Archer have expanded rapidly, investing heavily in production and innovation to keep up with demand. According to reports, some manufacturers are even struggling to meet orders due to how quickly the category is growing.

For PepsiCo, the challenge will be standing out in a space where consumers already have plenty of options. But the company is betting that its scale and ability to quickly adapt to consumer trends will give it an edge. At the same time, the opportunity is clear. As Crawford put it, the company sees meat snacks as a category where it can become a “sizable player,” especially as protein-focused eating continues to gain traction.

For shoppers, especially those balancing busy schedules with healthier habits, the shift is easy to understand. Snacks are no longer just about convenience. They’re about function, ingredients, and how they fit into daily life. And as brands like PepsiCo continue to adapt, the humble meat stick is quickly becoming one of the most competitive and interesting spaces in modern snacking.