Leaf Jerky is a plant-based version of the popular US snack known as jerky, targeted at health-conscious consumers looking to reduce their meat consumption, according to founder Amy Shouldice.
A single serving of the soy-based snack contains 11g of protein and only 80 calories, packed in single portions for portable consumption.
Shouldice, who is also brand manager of new ventures for Kellogg Co., pitched the concept at the company’s annual ‘Tiger Tank’ – a platform to generate and reward innovation – last year.
All leaf. No beef
“We think the sky’s the limit for Leaf Jerky,” she said.
“So many people have the desire and intent to incorporate more plant-based protein in their diets, but a major barrier is uncertainty around preparation. Leaf Jerky is a portable, ready to savor protein snacking solution that is 100% vegan and plant based.
“I wanted to create a vegan brand and product that was delicious enough to share with my meat eating family and friends, but also provides good-for-you, good-for-the-earth benefits.”
Leaf Jerky – currently available in Cracked Pepper & Herb, with additional varieties on the drawing board – will be launched on a limited basis in the US later this year, before being rolled out more broadly next year.
“We are preparing to launch in select test markets later this year and a broader launch in 2020,” added Shouldice.