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Wilde builds on chicken-based formulation to enter cracker category

Wilde embarks on its first cross-category expansion after launching chicken-based chips.

Wilde, a brand that specializes in snacks that feature real chicken, is expanding beyond chicken-based chips to launch Wilde Protein Crackers, featuring natural chicken breast, chicken bone broth and real cheese. The final product, an oven-baked cracker, features 12 grams of protein.

This launch is Wilde's first cross-category innovation since launching Wilde Protein Chips.

"Crackers haven't changed in decades. We rebuilt them with chicken breast as the #1 ingredient," said Jason Wright, founder and CEO of Wilde. "You get the crunch, the flavor, the snack you remember. But the protein is real and it comes from food you'd cook with. No fillers, no protein powder, no compromise on what a cracker should taste like."

Wilde Protein Crackers launch in four flavors: Classic Cheddar, Smoked Gouda, Buffalo Cheddar and Hot Honey, offered in sizes from 1.06-ounce singles and multipacks to 9-ounce family-size bags.

The launch of Protein Crackers coincides with expanded production capabilities as Wilde opens a 130,000-square-foot, owned-and-operated USDA-regulated facility. The new facility will expand production capacity sixfold, a critical step as Wilde scales operations as a $100M brand with a retail footprint exceeding 30,000 doors nationwide.

Wilde Protein Crackers begin rolling out nationally May 28, 2026. Broader retail availability is planned for the summer.

Source: Wilde