Grass-fed meat enjoyed double-digit dollar, unit and pounds sales growth in 2025, according to the 2026 Power of Meat report, and more than half of consumers say they want to make food and packaging choices that help the planet

In this interview, Marianne Radley, managing director of marketing for the Nathan's Famous brand, explains how this consumer sentiment inspired the brand's line extension into the grass-fed hot dogs category.  

What inspired the iconic Nathan’s hot dog brand to introduce 100% Grass-Fed Beef Franks?

Marianne Radley: Nathan’s Famous has always been synonymous with premium quality, bold flavor, and longstanding heritage that goes back more than 100 years. Our original hot dogs have always been made with 100% beef and have built a loyal following due to strong consumer trust.

With the launch of our 100% Grass-Fed Beef Franks, we saw an opportunity to evolve alongside today’s consumer while staying true to what made Nathan’s “Famous” in the first place.

We know that consumers today are prioritizing “better-for-you” options and paying closer attention to how their food is sourced. They’re seeking products made without antibiotics or added hormones, with simpler ingredients and high-quality protein. Grass-fed beef is naturally leaner and contains beneficial nutrients like higher levels of omega-3 fatty acids and conjugated linoleic acid (CLA).

This launch allows us to meet those evolving expectations while introducing new consumers to Nathan’s, particularly younger shoppers who are seeking more intentional choices without sacrificing the nostalgic foods they love.

How do 100% Grass-Fed Beef Franks complement the existing portfolio of Nathan's products?

Marianne Radley: This product is a natural extension of our existing portfolio because it builds on the quality standards Nathan’s consumers already expect from us while expanding our portfolio with a premium option that is better for them and more intentional around sourcing and ingredients. Grass-fed beef allows us to broaden our reach without straying from our brand DNA.

At the end of the day, this is about offering more choices to consumers while ensuring every product still delivers the unmistakable Nathan’s Famous experience.

What promotional efforts are accompanying the rollout of Nathan's 100% Grass-Fed Beef Franks?

Marianne Radley: To kick off grilling season, Nathan’s Famous held an immersive launch event on May 1 at Macombs Dam Park in the Bronx, which featured samples of the new grass-fed dogs, interactive experiences, and content capturing moments that brought the product to life in a ballpark-inspired setting.

The launch is supported by an integrated marketing campaign across retail, digital, social, and PR, and the product will be available nationally at retailers including Walmart and Sam’s Club.

A major focus of our messaging is helping consumers understand that while this product introduces a more premium sourcing story, it still delivers the same iconic Nathan’s flavor profile they know and love.

What makes Nathan's 100% Grass-Fed Beef unique in the crowded and competitive hot dog category?

Marianne Radley: Nathan’s already occupies a unique position in the category because of our heritage and credibility. We’re not introducing premium quality to the brand. That’s something consumers already associate with Nathan’s.

What makes this launch unique is that we’re taking our foundation of premium beef hot dogs a step further by introducing a product made with 100% grass-fed beef, no antibiotics, and no added hormones, attributes that resonate with today’s more health-conscious consumers. Most importantly, we’ve done this without compromising the product experience. Consumers still get the signature Nathan’s flavor, texture, and iconic snap that made the brand “Famous” in the first place.