Duke’s rolls out new look and flavors for its meat snacks as sales double

By Douglas Yu

- Last updated on GMT

Sales of Duke's Smoked Shorty Sausages are up 127% year on year
Sales of Duke's Smoked Shorty Sausages are up 127% year on year

Related tags Sausage

Meat snacks brand Duke's has unveiled new packaging for its Shorty Sausages and Steak Strips to highlight the premium positioning of the range.

The manufacturer has also rolled out new Smoked Shorty Sausage flavors including Hatch Green Chile; Chorizo & Lime; Hickory Peach BBQ; and Tomato Basil. Priced at $6.89 for a five-ounce bag, they join existing flavors Original and Hot & Spicy.

The Steak Strips are pasture-raised and grass-fed, and are available in Sea Salt, Chipotle BBQ and Honey Bourbon flavors at $6.89 for a 2.5-ounce bag.

“The new packaging design embodies our ‘freshly crafted’ positioning,”​ Duke’s founder Justin Havlick told BakeryandSnacks. “Each bag details the fresh, never-frozen meat, whole ingredients, and unique hardwood smoke pairings that are used to craft our products.”

Small-batch case number

In addition, the new packaging is also stamped with a specific small-batch case number.

“We believe this will resonate with consumers who are looking for a greater level of transparency than ever before,”​ said Havlick. “Six out of 10 consumers claim they read labels to make sure ingredients are recognizable, and are also actively trying to reduce their sugar intake."​ 

Duke’s says its multi-outlet sales have increased 94% compared to last year, while sales of smoked shorty sausages are up over 127%.

Growing demand for premium snacks

The business is tapping growing demand for premium meat snacks, according to Havlick.

“While the premium meat snack segment only makes up 2% of the total, it’s driving 40 times the growth of the rest of the category,” ​he added.   

Havlick said his company is among the leading premium brands, and expects double-digit growth this year.

Duke’s is currently in the process of overhauling its website and investing in marketing programs to drive trial and awareness of its new products.

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