Chomps’ Chicken campaign is built around a straightforward idea: It tastes like chicken. Because it is. Chicken is a popular protein that allows Chomps to offer nutritious snack options to a broader audience of customers.  accessible, and delicious.

Despite the average American consuming 100 pounds of chicken per year, chicken is still widely underrepresented in the meat snack category, only accounting for 1% of the $8.2 billion meat snacks category, according to Numerator. While the overall meat snack market continues expanding rapidly, the chicken segment remains an untapped market opportunity.

"We saw a clear gap: America’s most consumed protein wasn’t meaningfully represented in a category we’ve helped grow," said Rashid Ali, CEO and co-founder of Chomps. "Chicken isn’t just another product line; it's an opportunity to reshape an underdeveloped segment and continue to raise the bar for what consumers can expect.

"We set out to deliver a snackable take on America’s number one protein, elevated by the flavor and quality Chomps brings to the category. We’re proud and excited about what it unlocks for our loyal customers, but also those that haven’t discovered us yet."

The new Savory Breakfast flavor is among the first of its kind, transforming meat sticks from a primarily daytime snack into an all-day option. Meanwhile, the Nashville Hot flavor is Chomps’ spiciest to date, a direct response to customer demand for more heat. This community-driven approach to innovation showcases the brand’s commitment to listening to its customers and delivering the flavors they want. The Original flavor rounds out the trio with a savory chicken taste that consumers know and enjoy.

“At Chomps, we are laser-focused on making real, high-quality food more accessible,” said Stacey Hartnett, senior vice president of marketing at Chomps. “We ask ourselves: does it nourish us? Is it delicious? Does this fit into our customers' lives? The answer with our chicken line – as with our other products – is a resounding yes.”

“Chomps is a brand of uncompromising quality standards, so we weren’t going to launch chicken until we were proud to put our name on it,” said Matt King, sr. director of R&D at Chomps. “Chicken is not commonly found in the snack aisle because it is a complex protein to formulate. We spent years working to perfect the flavor and texture, without compromising on the high-quality standards that Chomps is known for. Our goal is to raise the bar for the entire category.”

Chomps is showcasing the new chicken sticks at Natural Products Expo West, March 4-6, 2026, at booth #N519 in the North Hall, outside hall A, and at the upper-level North Hall entrance.

Source: Chomps