Chomps: Healthy Snacking Meets Smart Design

By Tucker Eighmy

Chomps has done something pretty surprising in the world of meat snacks: they’ve turned a product once known as a gas station, blue-collar snack into a trendy, health-conscious option that appeals to a whole new group of people. How? By tapping into the growing trend of consumers looking for clean, single-ingredient foods, Chomps has managed to make even those who would normally avoid meat sticks give them a second look.

When most people think of meat snacks, they probably think of Slim Jim or Jack Link’s—brands that are either edgy and bold or rugged and outdoorsy. Chomps, however, has taken a different approach. Instead of targeting just men or people looking for a quick, greasy snack, they’ve gone after a broader audience: women, kids, and health-conscious individuals. What’s made this shift so successful is Chomps' focus on using natural ingredients and staying away from preservatives and artificial additives. This clean-label approach hits home with modern consumers who care about what they put in their bodies.

People today are more aware of what they eat, and many are avoiding snacks loaded with preservatives and artificial flavors. Chomps fits perfectly into this new way of thinking by offering meat sticks made from real ingredients that feel healthier. This has helped them stand out in a category that hasn’t always had the best reputation.

One of the key reasons Chomps is able to reach a new audience is where they sell their products. Unlike Slim Jim, which you’ll mostly find in gas stations and convenience stores, Chomps is available at places like Whole Foods and other premium health stores. They also have a big presence online, which helps them reach consumers who prefer to shop from their phones rather than grabbing snacks on the go.

Their marketing is another thing that sets them apart. Instead of fiery, aggressive packaging like Slim Jim, or rugged, wilderness-themed designs like Jack Link’s, Chomps goes for a clean, colorful look that feels modern and fresh. It’s clear they’re trying to make their product appealing to anyone, not just a niche group of snackers.

Chomps is attracting people who would normally stay away from their category. In fact, over 53% of Chomps’ buyers had never bought a meat stick before, which shows just how well their strategy is working.

By focusing on natural ingredients and modern branding, Chomps is changing the way people think about meat snacks, proving that they don’t have to be greasy or unhealthy. Instead, they can be a great protein snack for anyone, including fitness enthusiasts or parents looking for healthier snack options for their kids.

When you compare Chomps to legacy brands like Slim Jim and Jack Link’s, the differences are pretty clear.

Slim Jim is all about bold flavors and nostalgia. Its famous “Snap into a Slim Jim” slogan has made it a go-to snack for young men looking for something indulgent and satisfying. However, Slim Jim hasn’t made much effort to cater to health-conscious consumers. Their ingredients still include preservatives and artificial flavors, which may be off-putting to today’s buyers.

Jack Link’s, on the other hand, has built its brand around rugged outdoor adventures. Their slogan, “Feed Your Wild Side,” speaks to people who enjoy hiking, camping, and other outdoor activities. While Jack Link’s appeals to traditional jerky lovers, it also sticks to more traditional ingredients, which might turn off consumers looking for a cleaner option.

Where Slim Jim is bold and edgy, and Jack Link’s is rugged and outdoorsy, Chomps is fresh, clean, and inclusive. It’s not just for one type of consumer. By marketing their product as natural, healthy, and full of protein, Chomps has opened up the category to everyone—from fitness lovers to busy parents. This is key to their success in getting people who never thought about buying meat sticks to give them a try.

Chomps is more than just a healthier option in a crowded market—they’re showing people that meat snacks can be good for you. They’ve created a product that’s not just for road trips or outdoor adventures anymore, but a snack anyone can feel good about.