What The New Primal does

The New Primal is a U.S.-based consumer packaged goods company (legal entity: New Primal Inc., a Delaware corporation headquartered in North Charleston, South Carolina) that manufactures and sells protein snacks — primarily grass-fed, grass-finished, and pasture-raised beef jerky and meat sticks. Founded in 2012 by Jason Burke, the company's product portfolio centers on three retail-facing lines: "Best Sellers" (flagship jerky/meat stick SKUs), "Zero Sugar Meat Sticks" (positioned for low-carb, paleo/keto consumers), and "Snack Mates Mini Meat Sticks" (a kid- and family-targeted mini format) — all built on clean-label, grass-fed inputs and zero-sugar options where applicable. Core technology is CPG food manufacturing rather than a software platform; the e-commerce layer runs on a standard Shopify storefront.

The company operates a horizontal, multi-channel go-to-market. Direct-to-consumer sales flow through the company's own website (with free shipping above $75), while retail distribution is anchored by named grocery partners including Wegmans, Sprouts Farmers Market, Kroger, and Thrive Market (the latter also serving as an online-grocery channel). A wholesale registration form signals ongoing retailer onboarding. Marketing channels are diversified across email/newsletters, an affiliate program, and a notably productive digital-advertising partnership with Instacart that drove near-doubling of sales in 2024 and earned the company a slot on Instacart's Fastest Growing Emerging Brands List that year.

The revenue model is unit-pricing on consumer packaged goods sold both direct and through retailers; no subscription or tiered-pricing structure is publicly disclosed. Customer segmentation is horizontal: a primary family/children-and-women target adjacent to a secondary health-conscious, clean-eating, paleo/keto consumer base. The company has raised approximately $23.65M in disclosed equity funding across rounds from 2014 through a July 2021 $15M Series B led by Manna Tree with Third Prime participation, with earlier rounds involving Good Growth Capital and Third Prime. Current scale is small (11–50 employees), privately held, and operationally active with no disclosed M&A, restructuring, or IPO activity.

Name

The New Primal

Legal name

New Primal Inc.

Website

https://thenewprimal.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

The New Primal is a U.S. consumer packaged goods company founded in 2012 that manufactures and sells grass-fed, grass-finished beef jerky and meat sticks to health-conscious consumers and families, distributed through direct-to-consumer e-commerce and major grocery retailers including Wegmans, Sprouts, Kroger, and Thrive Market.

Ownership category

akta.pro rank

Product category

Protein Snacks (Meat Sticks & Beef Jerky)

NAICS

All Other Specialty Food Retailers (445298)

SIC

Sausages & Other Prepared Meat Products (2013), Food And Kindred Products (2000)

akta.pro primary industry

Jerky & Meat Snacks (CRADABAK)

Keywords

• Grass-fed beef jerky
• Meat snack products
• Protein snack bars
• Paleo snack foods
• Consumer packaged goods

Headquarters

HQ city

North Charleston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Consumer Packaged Goods Sales: The company generates revenue through the sale of protein-packed snack products including meat sticks, beef jerky, and related snack items. Products are sold directly to consumers via e-commerce and through retail distribution partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

The New Primal manufactures and sells grass-fed, grass-finished, and pasture-raised meat snack products, primarily beef jerky and meat sticks (including a zero-sugar line and a kid-targeted Snack Mates line). Products are sold directly to consumers via the company's e-commerce site and distributed through major U.S. grocery retailers such as Wegmans, Sprouts Farmers Market, Kroger, and Thrive Market. The company is positioned as a clean-label, family-friendly protein snack brand.

Product overview

The New Primal is a direct-to-consumer protein snack company founded in 2012, positioned as a 'Protein for the Whole Family' brand. The product portfolio centers on meat sticks and beef jerky products made from grass-fed animals, with offerings spanning Best Sellers (hero products), Zero Sugar Meat Sticks (health-focused line), and Snack Mates Mini Meat Sticks (family/kids-targeted line). The company sells through its Shopify-powered e-commerce site as well as major retail partners including Wegmans, Sprouts, Kroger, and Thrive Market.

Differentiator

Problem solved

Functional benefit

Products and services

• Best Sellers Top-selling protein snack products including grass-fed beef jerky and meat sticks that represent the company's most popular offerings, sold to health- and family-focused consumers.
• Zero Sugar Meat Sticks Grass-fed beef jerky and paleo-friendly meat sticks formulated with zero sugar, targeting health-conscious consumers following clean-eating, paleo, or keto dietary lifestyles.
• Snack Mates Mini Meat Sticks Mini-sized meat sticks designed for children and families, positioned as a convenient, kid-friendly protein snack and a key element of the company's "Protein for the Whole Family" positioning.

Quantifiable outcome

• Nearly doubled sales in 2024 through Instacart advertising partnership

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• InstacartcoreGTM or Marketing PartnerThe New Primal has an advertising partnership with Instacart that enabled the company to nearly double its sales in 2024. The company leveraged Instacart's advertising platform to reach online grocery shoppers, implementing coordinated promotions around tentpole events and improving return on ad spend. The partnership qualified The New Primal for Instacart's Fastest Growing Emerging Brands List.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Chomps: Chomps makes grass-fed beef sticks and jerky targeted at clean-eating, keto, and paleo consumers. Highly comparable to The New Primal in product format, ingredient positioning, and retail channel mix.
• Country Archer Provisions: Country Archer produces grass-fed beef jerky, meat sticks, and snack packs with a clean-label, protein-focused brand. Directly comparable in product mix, target shopper, and natural/grocery channel presence.
• Tillamook Country Smoker: Tillamook Country Smoker sells premium jerky and meat sticks through grocery, club, and convenience channels. Comparable product format and family-snack occasion positioning.
• Lorissa's Kitchen: Lorissa's Kitchen produces premium meat snacks including strips, sticks, and tender bites with clean ingredients. Comparable mid-size competitor in natural and grocery channels.

Broad incumbents

• KRAVE Jerky: KRAVE pioneered the premium, clean-ingredient jerky category and is now part of The Hershey Company. Comparable product positioning with significantly larger distribution and marketing firepower.
• Jack Link's: Jack Link's is the dominant mass-market jerky brand in the US and has been expanding into clean-label and grass-fed sub-lines. A broad incumbent that competes for the same shelf space.
• Epic Provisions: Epic Provisions produces clean-ingredient meat snacks (bars, bites, jerky) and is owned by General Mills. Comparable brand positioning with materially larger distribution and parent backing.

Emerging players

• Stryve Biltong: Stryve produces air-dried biltong and meat snacks positioned around high-protein, clean ingredients. Comparable better-for-you protein snack brand at a similar scale stage.
• Mission Meats: Mission Meats makes grass-fed beef sticks and jerky targeting keto, paleo, and clean-eating consumers. Smaller direct competitor with similar product and ingredient positioning.
• Duke's Meats: Duke's produces small-batch, clean-ingredient meat sticks and jerkies. Comparable emerging better-for-you brand competing for similar natural and grocery shelf space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/thenewprimal

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds7 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The New Primal