NASHVILLE, KY. — Jason Wright, founder and chief executive officer of Wilde Brands, Inc., the makers of chips formulated with chicken, egg whites and bone broth, is looking to grow his brand’s presence in the salty snack aisle.

While the snack aisle is filled with numerous options, Wright said providing consumers with a “positive presence” is how Wilde stands out in the category.  

“The salty snack category is full of the absence of negatives,” he said. “When you think about it it’s grain free, gluten-free; they’re promoting an absence of a negative. For Wilde, we deliver protein, and that’s a positive.”

To continue fueling its growth in the salty snack category, Wilde recently raised $20 million in an extended Series A funding round led by Karp Reilly. The round also included musicians Jack Harlow and MGK, The Family Fund, Grey Space Group and other existing investors.

“This capital raise is going to help fuel growth, launch new innovations probably around 2025, build our team and marketing along with continuing upgrading our facility and expanding our capacity,” Wright said.

While the chicken-centric chips are the company’s foundational product, Wright has worked to expand his line of products.  

In March 2021, the company launched its pork-based chips formulated with pork, tapioca starch and dried egg whites.

“We will continue to play within salty snack,” he said. “When you think about the salty snack that could be tortilla chips or pretzel and it could also expand into the cracker aisle. What Wilde would not do is play in a bar or cookie category.”

The products come in flavors of buffalo, barbecue, chicken and waffles, Himalayan pink salt, sea salt and vinegar, Nashville hot and spicy queso.

The chips are sold in retailers including Target, Whole Foods, Walmart, Costco and Kroger.

In the fourth quarter of last year, the company expanded its manufacturing facility in Kentucky, which will enable the company to reach $100 million in revenue Wright said.

“We brought in a second production line and expanded and updated our packaging equipment to run a little faster,” he said. “We also brought in the capabilities of doing stand-up bags. So that’s another way we can merchandise the product throughout the store.”

Wilde initially began focusing on the natural channel but also is focusing on sports nutrition.

“We like to go to sports nutrition as we enter a new retailer,” he said. “We’re also looking at club as we’ve seen a lot of success in club. Your product gets displayed on a pallet and you can really communicate to the consumer that way. Anywhere we can get displays or a pallet configuration is our strategy.”

Making Wilde a household name is what the company is striving for in the future.

“I think the market needs a product like Wilde,” Wright said. “Folks are starting to concentrate on healthier options, or they want more than just a snack that delivers empty calories.”

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