New Primal
New Primal produces clean-label meat snacks from 100% grass-fed beef and all-natural poultry, offering Zero Sugar Meat Sticks for health-conscious adults and Snack Mates for families with children, distributed nationwide via Target, Aldi, Kroger, and Amazon.
- Company typePrivate
- Founded2012
- HeadquartersCharleston, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What New Primal does
The New Primal, Inc. is a privately-held consumer packaged goods company headquartered in Charleston, South Carolina that manufactures clean-label meat snacks from 100% grass-fed beef and all-natural poultry. Founded in 2012 by Jason Burke, who continues to operate the business as founder-CEO under founder control with no disclosed institutional investor, the company runs two primary product lines: Zero Sugar Meat Sticks targeting health-conscious active adults (delivering 8-10 grams of protein per stick, certified gluten-free and paleo-friendly, with no artificial ingredients) and Snack Mates Mini Meat Sticks targeting families with children through kid-friendly flavor profiles such as Chicken & Maple, Beef & Honey, and Chicken & Apple. The company brand is positioned around the 'Protein for the Whole Family' identity and holds the rank of second-leading natural meat snack brand on Amazon.
New Primal's operational backbone is a multi-million-dollar high-tech automation system supporting a current production cadence of three million meat sticks per month, with a stated objective of tripling this throughput to serve nationwide retail growth. The product stack is built around simple, recognizable ingredient lists, individually wrapped portion formats engineered for shelf-stable retail distribution, and certifications (gluten-free, paleo-friendly) that the company leverages in trade and consumer marketing. New Primal has filed no disclosed patents; competitive technology centers on production scale automation rather than proprietary formulation intellectual property.
The company monetizes through three concurrent channels: (1) wholesale retail product sales to enterprise grocery and natural-food chains, with named core-tier partners Target, Aldi, and Kroger and mid-market partners Wegmans, Sprouts Farmers Market, and Thrive Market; (2) direct-to-consumer e-commerce through newprimal.com, including 'subscribe-and-save' recurring orders, a wholesale registration form, and a loyalty/rewards program; and (3) third-party marketplace sales through Amazon and Thrive Market. The company projects exceeding $100 million in annual retail sales in 2026, supported by the simultaneous nationwide Aldi and Target rollouts and a retail footprint of approximately 15,000 locations, up 40% year-over-year. New Primal operates as a founder-controlled, privately held South Carolina corporation with no disclosed external funding rounds in the source material.
New Primal firmographics
Firmographics- Name
- New Primal
- Legal name
- The New Primal, Inc.
- Website
- https://newprimal.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Short description
- New Primal produces clean-label meat snacks from 100% grass-fed beef and all-natural poultry, offering Zero Sugar Meat Sticks for health-conscious adults and Snack Mates for families with children, distributed nationwide via Target, Aldi, Kroger, and Amazon.
- Ownership category
- akta.pro rank
New Primal industry classification
Industry- Product category
- Meat Snacks
- NAICS
- Other Snack Food Manufacturing (311919)
- SIC
- Sausages & Other Prepared Meat Products (2013)
- akta.pro primary industry
- Jerky & Meat Snacks (CRADABAK)
- akta.pro secondary industries
- Jerky & Meat Snacks Manufacturing (AFAKAIAH), Shelf-Stable Processed Meats (Canned, Retort Pouches, Jerky/Meat Snacks) (AFANAEAJ)
Keywords
Where New Primal is headquartered
LocationHeadquarters
- HQ city
- Charleston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
New Primal business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales
Revenue model
- Retail Product Sales: Sale of meat snack products through retail distribution channels including Target, Aldi, Wegmans, Sprouts, Kroger, and Thrive Market. Revenue driven by nationwide retail expansion targeting 15,000+ locations with 40% YoY footprint growth.
- E-commerce Direct Sales: Direct-to-consumer sales through newprimal.com website including subscription and save options, plus loyalty rewards program to drive recurring purchases.
- Amazon Marketplace: Third-party marketplace sales through Amazon, where New Primal holds the position of second-leading natural meat snack brand.
Go-to-market motion2 records
Distribution channels8 records
Marketing channels4 records
New Primal product offering
Product offeringCore offering
New Primal manufactures and sells clean-label meat snacks — primarily high-protein meat sticks and mini meat sticks — made from 100% grass-fed beef and all-natural poultry, with zero-sugar, gluten-free, and paleo-friendly formulations. The portfolio spans an adult-oriented Zero Sugar Meat Sticks line and a family-friendly Snack Mates Mini Meat Sticks line with kid-appealing flavors, distributed through national retail (Target, Aldi, Kroger), regional natural/specialty grocers (Wegmans, Sprouts, Thrive Market), Amazon, and the company's own direct e-commerce site.
Product overview
New Primal is a clean-ingredient meat snack company offering high-protein snacks made from 100% grass-fed beef and all-natural poultry. The product portfolio consists of two main lines: (1) Zero Sugar Meat Sticks - the core adult-oriented product delivering 8-10g of protein per stick with zero sugar, certified gluten-free and paleo-friendly; and (2) Snack Mates Mini Meat Sticks - a family-friendly line designed for children with individually wrapped, kid-friendly sticks in flavors like Chicken & Maple, Beef & Honey, and Chicken & Apple. The company positions itself as 'Protein for the Whole Family' and operates as the second-leading natural meat snack brand on Amazon. New Primal also recently launched Rotisserie Seasoned Chicken Sticks and Buffalo Style Chicken Sticks as part of its poultry snack expansion.
Differentiator
Problem solved
Functional benefit
Products and services
- Zero Sugar Meat Sticks High-protein meat sticks delivering 8-10g of protein per stick with zero sugar, certified gluten-free and paleo-friendly, made without artificial ingredients; designed for adults for busy days, workouts, road trips, and everyday snacking.
- Snack Mates Mini Meat Sticks Family-friendly individually wrapped mini meat sticks with high protein and low sugar, designed for children and families with approachable flavors; suitable for lunchboxes, classrooms, after-school snacks, and on-the-go consumption.
- Rotisserie Seasoned Chicken Sticks Poultry-based meat snack sticks with rotisserie seasoning, part of New Primal's chicken stick product line expansion distributed to Target stores nationwide.
- Buffalo Style Chicken Sticks Poultry-based meat snack sticks with buffalo style flavor, part of New Primal's chicken stick product line expansion distributed to Target stores nationwide.
- Chicken & Maple Snack Mates Kid-friendly poultry snack with sweet maple flavor profile, part of the Snack Mates line for children and families.
- Classic Turkey Snack Mates Turkey-based snack in the Snack Mates line for children and families.
- Beef & Honey Mini Sticks Beef & Honey Mini Sticks under the Snack Mates family-friendly snack lineup, made with 100% grass-fed beef in a kid-friendly sweet-savory flavor profile, timed for back-to-school consumption.
Quantifiable outcome
- Snack Mates product line experiencing hyper-growth with 92% CAGR
- +4 more outcomes
Companies that use New Primal
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
New Primal technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
New Primal partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and secondary.
- TargetcoreMajor retail partnership for nationwide distribution expansion. New Primal is launching new Rotisserie Seasoned Chicken Sticks and Buffalo Style Chicken Sticks at Target stores nationwide, while extending its Snack Mates product line with redesigned packaging.
- AldicoreNationwide rollout of Snack Mates product line at Aldi stores, representing a major retail partnership driving the company's projected $100M+ in annual retail sales for 2026.
- WegmanssecondaryRegional specialty grocery retailer partnership for distribution of New Primal products.
- Sprouts Farmers MarketsecondaryNatural and organic grocery chain partnership for product distribution.
- KrogercoreMajor national grocery retailer partnership for broad distribution of New Primal meat snack products.
- Thrive MarketsecondaryOnline natural and organic grocery marketplace partnership for e-commerce distribution.
Scale indicators7 records
Recent moves8 records
Expansion highlights6 records
New Primal competitors and assessment
Company assessmentEmerging players
- True Story Foods: True Story is an emerging player in clean-label meat snacks focused on humanely raised, no- added-sugar jerky and snack sticks. It overlaps with New Primal on ingredient positioning and target consumer but has narrower distribution.
- Wild Zora Foods: Wild Zora produces clean-ingredient, paleo-friendly meat and vegetable snack bars with grass-fed meat. It is an emerging competitor in the broader better-for-you protein snack category that intersects with New Primal's paleo-friendly positioning.
Direct peers
- Think Jerky: Think Jerky is a direct competitor producing grass-fed beef jerky with a clean-ingredient, lower-sugar positioning similar to New Primal's Zero Sugar Meat Sticks. It competes for the same health-conscious snack consumer.
- Country Archer Provisions: Country Archer is a direct competitor producing grass-fed beef jerky and meat sticks with a similar clean-label, high-protein positioning. It competes with New Primal across natural/specialty grocery and online channels including Amazon.
- Perky Jerky: Perky Jerky is a direct competitor producing premium, lower-sugar jerky products with similar flavor-forward positioning to New Primal. It competes across convenience and natural retail channels and online.
- EPIC Provisions: EPIC is a direct competitor in the meat snack category, offering grass-fed beef, bison and turkey sticks and bars with a clean-label positioning similar to New Primal. It was acquired by General Mills, giving it substantial distribution and marketing firepower that New Primal competes against.
- People's Choice Beef Jerky: People's Choice is a long-standing direct competitor in the premium jerky category, offering a range of beef and turkey jerky products that overlap with New Primal's adult line. It sells across grocery, travel, and online channels.
- Chomps: Chomps is a direct competitor in the clean-ingredient meat stick category, offering grass-fed beef and turkey sticks with similar zero-sugar, high-protein positioning to New Primal's adult product line. Both target health-conscious consumers through natural/specialty retail and DTC channels.
Broad incumbents
- KRAVE Jerky: KRAVE is a premium-positioned jerky brand owned by The Hershey Company, competing with New Primal in better-for-you meat snacks. Its ownership by Hershey gives it substantially larger marketing and distribution resources than a founder-led competitor.
- Jack Link's: Jack Link's is the dominant incumbent in the broader meat snack/jerky category with mass-market distribution across all major U.S. retailers. It overlaps with New Primal in jerky and meat sticks but competes primarily on value, scale and mainstream positioning rather than clean-label premium.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
New Primal social profiles
Digital presenceNew Primal financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Primal leadership team
Management profileNumber of profiles
Profiles1 record
New Primal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Primal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Primal
What does New Primal do?
New Primal manufactures and sells clean-label meat snacks — primarily high-protein meat sticks and mini meat sticks — made from 100% grass-fed beef and all-natural poultry, with zero-sugar, gluten-free, and paleo-friendly formulations. The portfolio spans an adult-oriented Zero Sugar Meat Sticks line and a family-friendly Snack Mates Mini Meat Sticks line with kid-appealing flavors, distributed through national retail (Target, Aldi, Kroger), regional natural/specialty grocers (Wegmans, Sprouts, Thrive Market), Amazon, and the company's own direct e-commerce site.
Is New Primal a public or private company?
New Primal is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was New Primal founded?
New Primal was founded in 2012.
Where is New Primal based?
New Primal is headquartered in Charleston, United States, in the North America region.
How does New Primal make money?
Three revenue lines are on record. Retail Product Sales are the primary driver. The others are E-commerce Direct Sales and amazon Marketplace.
Who are New Primal's main competitors?
Emerging players on record are True Story Foods and Wild Zora Foods. Direct peers are Think Jerky, Country Archer Provisions, Perky Jerky, EPIC Provisions, People's Choice Beef Jerky and Chomps. Broad incumbents are KRAVE Jerky and Jack Link's.
Does New Primal have an API?
No public API is recorded for New Primal.
What industry is New Primal in?
New Primal's product category is Meat Snacks. Its primary akta.pro industry code is CRADABAK, Jerky & Meat Snacks, with a secondary code of AFAKAIAH, Jerky & Meat Snacks Manufacturing. Its NAICS code is 311919 and its SIC code is 2013.