As the back-to-school season begins, parents are filling their grocery carts with functional foods. With high demand for protein on the rise, meat snacks are emerging as a staple in the pantry.

Plant-based protein snack brand Agro Power is seeing strong demand for lunchbox-friendly and individually wrapped plant-based sticks with great taste and texture, as well as high protein content. Taste is the biggest priority for back-to-school meat snack shopping, said Jordan Silbert, founder of Agro Power.

Though consumers are increasingly prioritizing cleaner labels and low sugar, flavor is what drives the purchase. “Flavor reigns supreme and if you can achieve that with the trifecta of: clean ingredients, meaningful protein, and low sugar, you have a guaranteed winner,” said Jason Burke, founder and CEO of all-natural meat snack and condiment brand New Primal. “Bonus points for convenience.”

“Parents are looking for snacks that their kids will love the taste of and will give them the protein to power young muscles. Clean ingredients (especially non-GMO certification) are a bonus,” Silbert said.

Within the plant-based snack stick category, current flavor trends include both savory and sweet, including Texas BBQ and grilled teriyaki, said Silbert.

New Primal is seeing strong interest in familiar and comforting flavors that feel approachable for parents and their kids. The brand recently launched Rotisserie Chicken meat sticks to lean into this flavor trend.

“Parents want clean, high-protein options that their kids will actually eat—and kids want something that tastes good and doesn’t feel ‘too healthy,’” Burke said.

Chicken-based snacks are gaining strong traction in the meat snacks category. According to the National Chicken Council Washington Report, “Shifting consumer preferences are driving interest in chicken-based meat sticks, disrupting the $4.8 billion meat snack market which has traditionally relied on beef.” The report showed that, according to Circana, chicken is one of the fastest growing proteins in meat snacks, with 84% growth over the past three years.

“Chicken is gaining serious traction—especially among families. It’s lighter, more familiar, and often seen as a healthier option,” Burke said. He noted that chicken is underrepresented in this category. “That’s why we’ve leaned hard into chicken across our product lines. It’s absolute whitespace in this category and fully incremental to the beef options that have historically dominated the shelf space.”

Parents and their children are becoming increasingly interested in allergen-friendly meat snacks. “Parents are more conscious than ever of what’s allowed in schools, especially with nut-free and other allergen policies,” Burke said. “Retailers have really adopted these options into their sets, increasing access and making it easy for parents to make these purchase decisions.”

Dina Podnar, director of branding for clean-label meat snack brand Mission Meats, is seeing strong consumer interest in classroom-safe meat snacks, meaning snacks that are free from the top eight allergens. Podnar is also seeing strong interest in snacks that feature claims including 100% grass-fed beef, pasture raised, free range, non-GMO, gluten free and clean label.

Portability is a priority for back-to-school snack shoppers—individually wrapped meat snacks enable convenience and portability. Burke noted that portion control is also important to parents while shopping for meat snacks, as well as easily tearable packaging designed specifically for small hands.

Additionally, New Primal is seeing strong interest in multicount packs. “The most significant shift we’ve seen in this category is the shift towards pantry-stocking meat snacks, vs a decade ago when it was all an impulse purchase at the check-out line, “Burke said. “So, you are starting to see more and more space given to brands putting sticks in multicount packs.”

Packaging innovations, promotions and campaigns offer direct pathways to connect with back-to-school shoppers. Mission Meats recently revamped its packaging, offering a new look made specifically for kids. “We work with a lot of creators that are moms and preparing themselves for back to school, so we're having them incorporate Mission Minis into their back-to-school packing,” Podnar said.

“We focus heavily on timing and placement—working with our retail partners to ensure secondary displays and digital promos align with Back-to-School resets,” Burke said. “From a marketing side, we speak directly to parents through paid social, Amazon content, and influencer partnerships that highlight lunchbox moments and protein-powered snacking.”

Looking ahead, Silbert is optimistic for the future of the plant-based snack stick category, anticipating growth and innovation moving forward.

Podnar foresees a continued focus on high protein and clean ingredients in the back-to-school snacks category. She noted that kid-focused protein products that are simple, convenient and portable will likely continue to grow in the market.

Burke anticipates growth for poultry snacks in particular, as well as unique flavor extensions and increased alignment with functional benefits, including higher energy or satiety. “The lines between snack time and mealtime are blurring, and parents are looking for versatility,” he said.

www.provisoneronline.com   |  august 2025