Snack market reports like SF&WB’s State of the Industry coverage indicate categories are doing better than others. For example, sales of meat snacks have been relatively flat overall. However, better-for-you meat snacks are having a moment. Mighty Spark plays in that space, offering clean-label chicken snack sticks that feature clean-label ingredient lists, low fat, and a decent amount of protein. To learn more, we connected with Chief Marketing Officer Andrew Wagner.

Jenni Spinner: Please tell me about Mighty Spark’s origin story—what you were doing before the launch, getting off the ground at the Minneapolis Farmers Market, making the leap to a national CPG, and to today.

Andrew Wagner: Mighty Spark was founded on the idea that nutritious food doesn’t have to lack flavor AND that small actions can spark change. What started with flavor-forward fresh chicken patties at the Minneapolis Farmers Market has evolved into a premium chicken company across both fresh and snacking. As the meat snacks category has evolved and brought in more consumers, we’ve surged to become the No. brand in chicken sticks in a rapidly growing category and segment. 

JS: Could you talk about why you decided to go with chicken in your meat snacks, in a field full of beefy products?

AW: Chicken is the most consumed protein by far in the U.S., but it was significantly underrepresented in the meat snacks category—so we saw an opportunity to change that and lead the chicken charge. With our existing fresh portfolio, we had the expertise and relationships to bring chicken into snacking and do it right. Since chicken is so lean and truly a blank canvas for flavor, it presents both opportunity and challenges in meat sticks; it can easily become dry and flavorless if not done well. We’re proud to have focused on flavor, texture, and ingredients since day one, and we haven’t strayed from our focus on chicken. 

JS: What else makes Mighty Spark special?

AW: Our taste and texture are truly notable. We’re confident that we have the best-tasting meat sticks in the category: they’re flavor-forward, tender, and craveable, while also being low-calorie and free from the top nine allergens. Beyond our delicious products, we’re dedicated to sparking change and giving back. In partnership with Feeding America and with support from retailers and consumers, we donate one million meals annually in an effort to fight food insecurity. We’re also an approachable, authentic, fun brand and company that people genuinely love to work for.

JS: Could you please tell me about all your products, including the recently launched minis and maple-flavored sticks?

AW: We focus exclusively on chicken in both our fresh and snacking portfolios. Our chicken snack sticks come in a variety of flavors and formats, including single sticks, four-count “perf packs,” minis, and pantry packs. Our new maple flavor is awesome! It’s that perfect sweet-savory balance that’s approachable for kids but also loved by adults. It has a more prominent, bold flavor profile compared to what was previously in market. Our minis come in a 12-ct bag and are the perfect protein snack for lunchboxes, pre- or post-workout, car rides, and between meetings. Minis are driving growth in the category, likely for their convenience, larger pack size, and approachability for the entire family. 

JS: During your recent growth, what lessons have you learned along the way—any advice you might share with other producers looking to make their way?

AW: We’ve learned a ton along the way as individuals and as a company. A few key themes that stick out are:

• Be authentic. Play your own game, and try not to get caught up in what other people and brands are saying and doing
• Own your mistakes – and learn from them. It’s better to admit that you’re wrong and move on vs. letting it fester or defending yourself. It builds trust and helps to move quickly into the next decision, phase, etc. 
• Get comfortable in the uncomfortable and with ambiguity – as a small brand in a fast-paced category, you need to be ready to adapt and make changes quickly, whether that’s with messaging or marketing strategy, operational approaches, sales strategy, or otherwise
• The power of partnership – selecting the right business partners is imperative to success and not an area to cut corners. We’re so appreciative of our broker and agency partners who play a huge role in our growth and success

JS: What’s next for the company?

AW: I can’t share all the details right now, but we’re always working on exciting new things. Stay tuned for upcoming launches, partnerships, and a brand new campaign this summer and beyond. 

JS: Then, what’s your favorite product?

AW: Our Bacon Bursting chicken patties are incredible, and our Honey & Jalapeño snack sticks are my favorite flavor. Perfect sweet-heat balance that always delivers! 

Related: Mighty Spark debuts maple chicken snack and mini sticks