How Makers of Beef Jerky and Slim Jim Are Finding Success Through the Keto Diet

Manufacturers are trying to lean into the trend

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“Meat snacks” might not be the most pleasant phrase, but as a consumer goods category, its success is anything but rare.

In the U.S., total retail sales of jerky and other dried meat products grew from $2.6 billion in 2014 to $3.4 billion in 2019, a 31% increase, according to numbers from Chicago-based market research firm IRI. Marissa Gilbert, associate director of health and wellness at market insights agency Mintel, noted that while beef and turkey jerky remain robust, fish and pork jerky are also finding their way onto shelves.

“While

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This story first appeared in the Feb. 24, 2020, issue of Adweek magazine. Click here to subscribe.