The New Primal Performance Surges as More Consumers Seek Protein-Packed Snacks

Founded by Jason Burke in 2012, The New Primal was born out of a desire to provide better options for people who wanted convenient, protein-packed snacks. As The New Primal’s placement expanded across the country, so did its lineup of portable protein with the addition of kid-friendly mini meat sticks, Snack Mates. The New Primal’s tender meat sticks combine crave-able flavors and simple ingredients in one easy-to-eat stick that the entire family can enjoy! 

As a nimble and responsive organization, The New Primal was able to quickly pivot marketing tactics to match their consumers’ shopping habits. Advertising on Instacart to increase their reach to consumers who shop for groceries online was one of their first steps.  

But they have since deepened their relationship with Instacart, developing a productive partnership they often leverage for strategic direction. With year-long planning, identification of key tentpole events to target, and coordinating co-branded promotions for promotions such as back to school, Instacart has helped The New Primal extract optimal results.  

With effective tactics and great products, The New Primal nearly doubled their sales in 2024 while further improving their ROAS. These sales also attracted a considerable amount of new-to-brand sales, a key metric for The New Primal as they grow their consumer base and increase brand awareness.

This tremendous success qualified them for inclusion on our Fastest Growing Emerging Brands List. The annual list celebrates fast-growing brands that have been able to combine great products with effective marketing strategies to build awareness, encourage trial, acquire new-to-brand consumers, and generate incremental sales using Instacart Ads.

In the near term, The New Primal is focused on scaling their business to expand distribution and bring our products to even more retailers. While long term they are doubling down on innovation that’s flavor-forward and uniquely designed to attract new consumers into the category — especially women and kids, who’ve been underserved for far too long. 

Committed to catering specifically to the kid’s flavor palette, The New Primal sees plenty of future growth there. With the increasing demand for clean protein, The New Primal stands poised to deliver products that excel in flavor, use clean ingredients, and delight everyone. 

Prior results do not guarantee future outcomes. 

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