Duke's Smoked Meats launches new look and products nationwide


BOULDER, Colo. -- A Colorado-based maker of smoked meats is leveraging the rising popularity of protein-laden snacks with a new look for the brand and new products.

Duke's new product line hits on the increasing trend toward protein-based snacks with distribution of its 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 complement the existing Original and Hot & Spicy varieties. The Steak Strips are now available in Traditional Sea Salt, Chipotle BBQ and Honey Bourbon. 

Duke's is looking to disrupt 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, featuring hand-drawn illustrations of 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 allows 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."

Duke's has been expanding distribution in grocery, mass, club and convenience channels.

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