Big Growth for Brand & “Shorty” Sausages as Protein-based Snack Trend Surges
BOULDER, CO – August 16, 2016 – Duke’s®, Boulder-based maker of freshly crafted, made-from-scratch smoked meats announces its new look and new lines are hitting shelves nationwide as the brand’s growth continues to explode.
Duke’s new product line hits on the increasing trend toward protein-based snacks with distribution of their products expanding across the country. The new line includes six varieties of Smoked Shorty® Sausages (Shortys) in 5 oz bags and three varieties of pasture-raised, grass-fed Steak Strips in 2.5 oz bags. The company is also rolling out a Shorty three-pack line as a convenient, single-serve option and on-the-go portable protein snack.
The new Smoked Shorty Sausage flavors include Hatch Green Chile, Chorizo & Lime, Hickory Peach BBQ, and Tomato Basil (made from chicken). The new flavors compliment the existing Original and Hot & Spicy varieties. The Steak Strips are now available in Traditional Sea Salt, Chipotle Barbeque and Honey Bourbon.
Duke’s is disrupting the dried meat snacks category by being the first to market freshly crafted smoked meats with real, whole ingredients (rather than just dried spices) and minimal sugar. The products are made in small batches with fresh-never-frozen meats and freshly chopped fruits and vegetables including roasted garlic, diced Serrano peppers, ripe peaches, and roasted Hatch green chiles. Duke’s meats are slow-smoked over real hardwoods such as avocado wood, bourbon casks and red wine barrels before, in the case of the Smoked Shorty Sausages, being hand-hung and dried for days.
Shortys are gluten free with no hormones or nitrates added and contain seven grams of protein and zero to two grams of sugar per serving. The Steak Strips are made with grass-fed beef and contain up to 16 grams of protein and two to five grams of sugar per serving.
The new packaging design embodies the brand’s “freshly crafted” positioning by featuring hand-drawn illustrations of the real, whole ingredients. Each bag is stamped with it’s specific batch case number. The unique packaging is unlike any other product within the category, and allow’s Duke’s to stand-out on shelf.
“Our new products will really hit home with consumers and deliver exactly what they are looking for in a healthy, premium snack,” says Duke’s president and founder, Justin Havlick. “Protein is increasingly a driver of purchase with 50 percent of consumers actively looking for higher protein foods, especially as snacks. Additionally, there is a movement towards real foods with six out of 10 consumers claiming that they read labels to make sure that ingredients are simple and recognizable. Six out of 10 consumers also claim that they are actively trying to reduce their sugar intake and many dried meat snacks on the market rely on excessive sugar for flavor, volume and texture. We are excited to be offering a variety of high-protein, low-sugar snack options crafted with high-quality ingredients and authentic flavors,” says Havlick
Duke’s is a leader in the premium meat snack movement and distribution has been expanding rapidly in grocery, mass, club, and convenience. Duke’s multi-outlet sales are up 94 percent versus last year and sales of Duke’s Smoked Shorty Sausages are up over 127 percent over last year, as the meat snack category continues to grow.
About Duke’s Smoked Meats
Duke’s® is a leading maker of premium meat products, including Duke’s Smoked Shorty® Sausages and Duke’s Steak & Brisket Strips. Focused on crafting the highest-quality dried meat snacks available, the family-owned business refuses to take shortcuts and is commited to producing its products in small batches with real, whole ingredients, fresh-never frozen–meats, and authentic hardwood smoke pairings. All of Duke’s products are free of gluten, msg, liquid smoke, and added preservatives with no added nitrites or hormones. For more information, please visit www.dukesmeats.com.