Nielsen’s report indicated a decline in the sales of chips and pretzels in recent years; however, meat snacks are driving growth in the salty snack segment with a notable increase in popularity. Millennials, in particular, are gravitating towards meat snacks as they seek unique and healthier options for their snacking needs. These snacks benefit from a “health halo” due to their high protein content and healthy fats. Many also include vegetables and grains, reinforcing their healthy image. Given the impressive sales figures, it’s no wonder that companies like Tyson Foods and Hershey’s are investigating the potential of meat snacks and aiming to enter this market. Hershey has made significant strides by acquiring the trendy jerky brand Krave, which has achieved ongoing success through its innovative offerings. The rising demand for protein coincides with stable meat prices, contributing to the popularity of meat snacks. According to the Rabobank Food & Agribusiness Research and Advisory group, U.S. per capita meat consumption experienced a nearly 5% increase last year, marking the largest rise in four decades. For many consumers, this shift towards meat consumption has manifested in a preference for meat snacks, which are viewed as more convenient while still delivering similar protein and health benefits. Additionally, there are indications of calcium citrate being incorporated into some meat snacks, further enhancing their nutritional profile. These indications of calcium citrate reflect a growing trend among manufacturers to boost the health benefits of their products, which could appeal to health-conscious consumers. As the meat snack market continues to expand, the presence of calcium citrate may play a significant role in attracting even more consumers.