Wilde Brands grew by positioning chicken-based chips as protein-forward snacks, reaching 20,000 stores and expanding with a 130,000-square-foot facility. The brand achieved a 994% three-year growth rate and launched a Cheez-It-style cracker. Over time, the founder recognized that consumer interest shifts as novelty wears off and competitors copy differentiators. Protein became widely available across many snack categories, reducing its impact as a unique selling point. As a result, the brand’s messaging and product focus increasingly emphasize flavor, taste, and texture, with benefits following later. The key lesson is to ensure what makes a product special matches what consumers want most right now.
"For a while, it worked to say 'protein chips' - and I'm not saying that we'll go away from that language,"
"But there's going to come a time when you see Wilde, and the first things you'll think are taste and texture. And you're going to think benefit later."
"Now everybody's protein this, protein that, protein pretzels, protein Pop-Tarts,"
"There's protein products everywhere now."
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