For the longest time, meat sticks seemed reserved for rugged hunters and fishermen. Mighty Spark aims to change that.
“We’re bringing the mainstream consumer in now,” explained Andrew Wagner, Mighty Spark’s Chief Marketing Officer. “This category is no longer just for a hunting trip; it’s for a trip to the airport with your kids, or in between meetings, or taking the kids to after-school activities.”
The Minneapolis-based brand plans to disrupt the meat-stick category by leaning into its specialty: healthier-for-you chicken. You heard that right – in a category long dominated by beef, Mighty Spark has made chicken-based meat sticks its specialty, with flavors like Honey & Jalapeno, Teriyaki, as well as Nashville Hot.
Mighty Spark has sold fresh poultry products for years, but it feels a major opportunity exists in the meat-snacks segment, especially as it pertains to chicken.
“Today, chicken is about one percent of the category, but chicken is the most-consumed protein in the U.S. So why is it one percent of meat snacks?” Wagner said.
“So, while we were seeing fresh meat growth, we decided to also enter snacking. What we found was that snacking really took off.
“Everybody wants really great-tasting chicken, and why not have the convenient format in snacking?”
Of course, making a mouth-watering chicken meat stick is easier said than done. Many brands have attempted the feat, but few have come close to matching Mighty Spark’s flavor profile. Mighty Spark’s Teriyaki meat sticks, for example, are sweet, with a hint of umami flavor.
“The consumer feedback we got on taste and repeat data was so great that we had to continue to push that product line,” Wagner said. “Because consumers loved it so much.”
Historically, chicken-based meat sticks were frustratingly dry. Mighty Spark’s experience producing fresh poultry products helped it master the process, resulting in sticks that are rather tender, bold, and flavorful.
The brand has leaned into the healthier-for-you movement, too, with sticks that are 2 carbs per serving and just 50 to 60 calories per stick, depending on the flavor.
“We’re gluten-free, soy-free, and free of each of the top nine allergens,” Wagner noted. “We’re keto, too. We’re no-antibiotics ever, no added hormones, with all-natural chicken. Everything consumers are currently looking for, we check those boxes.”
“They’re super clean ingredients – there’s no junk in our products,” said Kelly Dufour, Mighty Spark’s Director of Marketing. “The flavor comes from whole food inclusions.”
Mighty Spark recently made a foray into the D2C category, partnering with Hungryroot to sell the Minnesota brand’s fresh products. Meanwhile, Mighty Spark is rapidly expanding in retailers across the U.S., due in no small part to growing interest in its meat snacks.
“if you look at what’s going on in meat snacking, chicken is the number one fastest-growing protein, and we’re the share leader of that,” Wagner noted. “Also, ‘sticks’ are the fastest-growing form within meat snacks. If you put all that together, we’re really on trend with consumers.”
Thanks in large part to a loyal and growing fanbase, Mighty Spark’s leaders carry optimism into 2025.
“We lead with the taste and quality of our product,” Wagner said. “When you do that – and you don’t cut corners – you’re going to have a loyal following.”
Mighty Spark Chicken Snack Sticks are available at nationwide and regional retailers. Check out their store locator or find them on Instacart!
