Two entrepreneurs, Pete Maldonado and Rashid Ali, stand confidently in a modern office, smiling in smart casual attire, with shelves of Chomps meat snacks behind them, showcasing their success in the healthy snack industry.

In a world where convenience often trumps nutrition, two friends—Pete Maldonado and Rashid Ali—set out to redefine the meat snack industry. What began as a $6,500 side hustle in 2012 has transformed into Chomps, a powerhouse brand generating $244 million in retail sales by 2023 and selling over 350 million meat sticks. Their mission? To craft a healthier, tastier alternative to the sugar-laden, preservative-packed meat sticks lining gas station shelves. This is the story of how Chomps tapped into a growing demand for clean, high-protein snacks, disrupted a $17 billion industry, and carved a path to success by staying true to their values.

The Meat Snack Industry Before Chomps: A Greasy Legacy

Before Chomps entered the scene, the meat snack industry—encompassing jerky, sausages, and sticks—was a domain of indulgence rather than health. Valued at $17 billion globally in 2023, the sector had long been dominated by legacy brands like Slim Jim and Jack Link’s. These products, while popular, were often loaded with sodium, artificial preservatives, and sugars—sometimes exceeding 5 grams per serving. For decades, meat snacks were marketed as rugged, masculine treats, synonymous with road trips and quick pit stops at convenience stores.

The early 2000s saw little innovation in this space. Consumers accepted the status quo: meat snacks were tasty but far from nutritious. Nutritional awareness was on the rise, however, fueled by fitness trends like CrossFit, paleo, and keto diets. By 2010, health-conscious eaters began scrutinizing labels, yet the meat snack category lagged behind. Few brands offered grass-fed options, and “clean eating” was barely a blip on the industry’s radar. This gap set the stage for disruptors like Chomps to challenge the old guard and cater to an emerging demographic hungry for better-for-you alternatives.

The Spark: Pete Maldonado’s Meat Stick Epiphany

Pete Maldonado’s love affair with meat sticks began in childhood, pedaling to the local 7-Eleven to stock up on the chewy, salty treats. But as he matured into a certified personal trainer by age 19, he realized these snacks were nutritional disasters. High in sugar and artificial ingredients, they clashed with the meal plans he crafted for busy clients. His first venture, Frozen Fitness, launched in 2006, aimed to solve this problem with prepared meals. Despite his passion, the business faltered after three years, teaching Pete valuable lessons in resilience and adaptation.

In 2012, a chance meeting with Rashid Ali reignited Pete’s entrepreneurial spirit. Bonding over their frustration with unhealthy snack options, the duo initially envisioned shipping frozen meat nationwide. But practicality soon steered them toward a shelf-stable solution: a cleaner, healthier meat stick. With diets like paleo and keto gaining traction, they saw an untapped niche. “Why isn’t anyone making a better-for-you version of this?” Pete wondered. That question became the cornerstone of Chomps.

The Birth of Chomps: A $6,500 Leap of Faith

With just $6,500 of their own money, Pete and Rashid launched Chomps in 2012 as a direct-to-consumer (D2C) side hustle. Their goal was clear: create a meat stick free of sugar, made with grass-fed and grass-finished beef, and packed with protein. Early challenges abounded. Finding a co-manufacturer willing to ditch traditional methods—like adding sugar for consistency—was tough. “It was a very tough product to make,” Pete recalled, but persistence paid off with a winning recipe still similar to today’s original beef flavor.

Sourcing reliable, high-quality beef posed another hurdle. After scouring the globe, they landed on Tasmania, Australia, where the climate supports year-round grass-fed cattle farming. This choice complicated their supply chain—shipping protein across oceans isn’t cheap—but aligned with their commitment to nutrition, animal welfare, and sustainability. Armed with a DIY website (built by Pete with a $99 Photoshop Elements subscription) and rudimentary cowhide-printed packaging, Chomps hit the market at $2 per stick.

Early Struggles and Pivotal Growth

The first few years were a rollercoaster. Chomps frequently sold out, a testament to demand but a logistical nightmare. “We kept the ads up and people were transacting,” Pete explained, often refunding customers or asking them to wait. In 2013, their first full year, sales hit $40,000–$50,000. By 2014, they doubled to $100,000, then continued climbing. Targeting CrossFit gyms, specialty stores, and health professionals, they leaned into the fitness boom.

The turning point came in 2016 when Trader Joe’s picked up Chomps, catapulting them from $450,000 to $4.3 million in revenue—a 10x leap. “That was a game changer,” Pete said. Millions of new customers discovered the brand, forcing Pete to go full-time that year, with Rashid following in 2018. Rapid growth strained their infrastructure, prompting a Chicago office, new hires, and a shift from scrappy founders to strategic leaders.

How Chomps Reshaped the Meat Snack Industry

Chomps didn’t just ride the health wave—they helped amplify it. By 2023, the global meat snacks market was projected to reach $26 billion by 2030, driven by demand for high-protein, low-carb options. Chomps capitalized on this shift, offering a product with zero sugar, 9–10 grams of protein per stick, and ethically sourced beef. Unlike competitors, they avoided the “jerky-only” trap, appealing to a broader audience seeking convenient, guilt-free snacks.

Their inclusivity set them apart. “The Chomps consumer isn’t necessarily eating it because it’s a better jerky alternative,” Pete noted. “They’re eating it because it’s high-protein, low-sugar, tasty, and convenient.” This “incrementality” to the jerky set—drawing in new snackers—fueled their rise. Retail expansion into stores like Whole Foods and Target, alongside a robust e-commerce presence, cemented their dominance. By 2024, they were on track to sell 300 million more sticks, building on the 350 million sold from 2012 to 2023.

Beyond Profit: A Mission-Driven Brand

Chomps’ success isn’t just financial—it’s philosophical. Ethical sourcing remains a pillar, with Tasmania’s grass-fed beef supporting nutrition, environmental health, and animal welfare. After bootstrapping for a decade, a 2021 $80 million investment from Stride Consumer Partners fueled further growth without compromising their vision. Parenthood sharpened Pete and Rashid’s resolve, turning a side hustle into a mission to combat deceptive “healthy” snacks marketed to kids.

“We’re going to make a huge difference in snacking,” Pete declared. That ambition shines through in their $244 million in 2023 retail sales and a “hockey stick” revenue trajectory. Yet, they run Chomps like it’s still a $100,000 business—nimble, passionate, and customer-focused.

The Future of Chomps and the Meat Snack Boom

As the meat snack industry evolves, Chomps is poised to lead. Rising trends like regenerative agriculture and plant-based hybrids could challenge their model, but their adaptability—pivoting from frozen meat to sticks—suggests resilience. With flavors like Original Beef, Habanero, and Turkey Pepperoni, they’ve diversified while staying true to their clean-label ethos. At $2.49 per stick today, they balance affordability with premium quality, a sweet spot in a competitive market.

Conclusion: A Legacy of Taste and Tenacity

From Pete’s childhood 7-Eleven runs to a global brand, Chomps embodies the power of conviction. What started with two friends and a modest investment has disrupted an industry, proving that health and convenience can coexist. As they eye 300 million more sticks in 2024, Pete and Rashid’s story reminds us: passion, paired with purpose, can turn a simple idea into a snacking revolution.

Unique FAQs with Answers

What is the meat snack industry?
The meat snack industry includes products like jerky, sausages, and meat sticks, designed for convenience and portability, often high in protein.
How big is the global meat snacks market?
In 2023, it was valued at $17 billion, with projections to reach $26 billion by 2030 due to growing demand for healthy snacks.
What trends are driving the meat snack industry?
High-protein diets (e.g., keto, paleo), clean eating, and ethical sourcing are key drivers reshaping the market.
Why did meat snacks gain popularity in the 2010s?
Fitness trends like CrossFit and a focus on low-carb, high-protein diets boosted demand for portable protein sources.
How has consumer behavior changed in snacking?
Consumers now prioritize nutrition, seeking low-sugar, preservative-free options over traditional indulgent snacks.
What challenges do meat snack brands face?
Sourcing quality ingredients, managing supply chains, and balancing cost with health claims are ongoing hurdles.
How does ethical sourcing impact the snack industry?
It appeals to eco-conscious consumers, improving brand loyalty but often raising production costs.
What role does gender play in meat snack marketing?
Historically male-focused, the industry now targets all genders with inclusive, health-driven messaging.
How do meat snacks fit into modern diets?
They align with keto, paleo, and high-protein lifestyles, offering convenience without carbs or sugar.
What was the meat snack market like before 2010?
Dominated by sugary, preservative-heavy products, it lacked innovation until health trends emerged.
How has sustainability influenced meat snacks?
Brands adopting grass-fed or regenerative practices gain favor, though scaling sustainably is complex.
What societal shifts boosted healthy snacking?
Increased health awareness, busy lifestyles, and distrust in processed foods fueled demand for clean snacks.
How do meat snacks compare to plant-based snacks?
They offer higher protein but face scrutiny over environmental impact, unlike plant-based alternatives.
What innovations are expected in meat snacks?
Hybrid products (meat + plant), new flavors, and sustainable packaging are on the horizon.
Why is protein a buzzword in snacking?
It supports muscle health, satiety, and fitness goals, making it a top priority for consumers.
How do supply chains affect meat snack brands?
Global sourcing, like beef from Tasmania, ensures quality but complicates logistics and costs.
What’s the environmental impact of meat snacks?
High, due to cattle farming, though grass-fed options may reduce emissions compared to grain-fed.
How do cultural attitudes shape meat snack consumption?
In the U.S., they’re tied to convenience; globally, preferences vary by meat type and health perceptions.
What regulatory challenges do meat snack brands face?
Labeling laws, health claims, and import/export rules can slow growth or raise compliance costs.
How has e-commerce changed the snack industry?
D2C models allow brands to reach niche audiences directly, bypassing traditional retail barriers.
What inspired the creation of Chomps?
Pete Maldonado’s childhood love for meat sticks and frustration with their unhealthy ingredients sparked the idea.
When was Chomps founded?
It launched in 2012 as a side hustle with a $6,500 investment from founders Pete and Rashid.
What makes Chomps different from other meat snacks?
Zero sugar, grass-fed beef, and no preservatives set it apart from traditional sugary, processed options.
Where does Chomps source its beef?
From Tasmania, Australia, chosen for its year-round grass-fed cattle farming conditions.
How much revenue did Chomps generate in 2023?
The brand achieved $244 million in retail sales, a massive leap from its early days.
What diets do Chomps products cater to?
They’re ideal for keto, paleo, and Whole30, offering high protein and no carbs or sugar.
How many Chomps sticks have been sold since 2012?
Over 350 million by 2023, with 300 million more projected for 2024.
What was Chomps’ first big retail break?
Trader Joe’s in 2016, boosting revenue from $450,000 to $4.3 million in a single year.
How does Chomps ensure sustainability?
By using grass-fed, grass-finished beef from Tasmania, prioritizing animal welfare and environmental health.
What’s the price of a Chomps stick today?
Around $2.49, up from $2 at launch, reflecting quality and inflation.
Who are Chomps’ target customers?
Not just jerky fans—anyone seeking high-protein, low-sugar, convenient snacks.
What flavors does Chomps offer?
Options include Original Beef, Habanero, and Turkey Pepperoni, all clean-label.
How did Chomps fund its early growth?
Bootstrapped with $6,500 until a 2021 $80 million investment from Stride Consumer Partners.
What challenges did Chomps face at launch?
Selling out often, finding willing manufacturers, and building a supply chain were early hurdles.
How does Chomps appeal to families?
Its clean ingredients resonate with parents wary of sugary, deceptive kids’ snacks.
What’s Chomps’ mission beyond profit?
To revolutionize snacking with healthier, ethical options, driven by Pete and Rashid’s values.
How has Chomps scaled its operations?
From a side hustle to a Chicago office, full-time staff, and nationwide retail presence.
What role did fitness trends play in Chomps’ success?
CrossFit, paleo, and keto communities embraced it early, amplifying its reach.
How does Chomps handle customer demand?
Early stockouts taught them to scale production and infrastructure rapidly.
What’s next for Chomps?
Continued growth, new flavors, and maintaining their lead in the healthy snack space.
How does Chomps balance cost and quality?
Premium sourcing raises costs, but a $2.49 price point keeps it accessible to many.