Observed Signal · Sep 8, 2026 · Market Signal · Source: Zappi · Impact: 3/5
How to win with protein now that it’s a mainstream CPG trend
New blog post added: 'How to win with protein now that it’s a mainstream CPG trend' published September 8, 2026. Protein is everywhere across food and drink categories right now — bread, pasta, snack cheese, even coffee. Mintel data shows food and beverage launches carrying a high-protein claim quadrupled ...
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Get the pack right first – everything else is downstream
New blog post published on September 9, 2026, discussing the importance of packaging in CPG marketing, with the author noting that conversations with CPG marketing teams often split into packaging, digital media, and advertising.
Meat-Stick Brands Hunt White Space in Hot Category
The U.S. meat snacks category (sticks and jerky) is expanding rapidly amid high‑protein consumer demand. Bank of America Global Research values the category at $5.5 billion and reports 6.6% sales growth in 2025. Large incumbents and emerging brands are competing via new SKUs, functional ingredients and refreshed branding: PepsiCo launched a Good Warrior meat‑stick line this spring; indie brand Singing Pastures recently rebranded with female‑oriented packaging, added bone broth and collagen to recipes, and raised $2 million in April led by investor Bullish. Chomps expanded into chicken sticks in March, with Numerator reporting 34.5% of recent Chomps buyers are new since the launch. Brands are pursuing premium pricing, expanded retail distribution (Costco, Sprouts, Whole Foods, Target, Kroger, Amazon) and DTC growth as they seek white space within the growing category.
Better-for-you brands prioritize taste over health claims
Startups in the better-for-you snack category are shifting packaging and marketing away from prominent health callouts toward imagery and messaging that emphasize taste, novelty and mainstream appeal. Feel Good Foods, founded 13 years ago, redesigned packaging from white to bright yellow and reduced repetitive gluten-free callouts while highlighting cooking convenience and protein; the brand expanded into Target, Publix and Kroger and reports a national door count of 25,000 and expected 60% year-over-year growth in 2026. GoodPop completed a refresh emphasizing bold colors, new novelty flavors (including a French-fry-inspired pop launched with Ore-Ida) and product attributes like 100% fruit and no added sugar. Consultants warn clearer, specific labeling is increasingly required amid regulatory scrutiny and class-action risk.
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