Welcome WILDE: Changing the Recipe for Snacking

Protein is clearly having a moment. That is easy to see walking the halls of Expo West. Protein is influencing everything in CPG from the first stage gate in product innovation to the ring at the register. 

But not all protein is created equal. Protein comes in many different forms and from many different sources. One clear source that’s winning is chicken. Chicken is well-positioned at the intersection of several durable consumer priorities, including familiar taste, high protein, value, and convenience. Its scale and relatively accessible price point make it an especially compelling protein source as consumers seek more protein across everyday eating occasions.

However, fortifying a product with protein usually results in a taste tradeoff. Taste remains the primary driver of repeat purchasing decisions. Nutritional benefits may encourage someone to try a new product, but flavor and satisfaction are what bring them back. Repeat is king in CPG. WILDE delivers on craveable taste and functional benefit like no other.

That’s why S2G is excited to welcome WILDE to the portfolio. S2G has invested $40 million in the Kentucky-based company, which is reimagining the salty snack aisle with protein-rich chips and crackers made from real chicken breast. The investment will support WILDE’s next phase of growth as it expands manufacturing capacity, develops new products, and strengthens its national presence.

Rethinking the Salty Snack Aisle

Founded in 2015 by Jason Wright, WILDE set out to challenge the ingredients traditionally used to make some of America’s favorite snacks. Jason saw an opportunity to create products that delivered bold flavors consumers love while incorporating more protein and nutrient-dense ingredients. It was not straightforward at the start. Early product concepts, including a meat bar, fell flat. Jason went back to the drawing board. 

Rather than relying on traditional starches or adding protein isolates to conventional recipes, WILDE developed a proprietary approach to making chips, with real chicken breast as the first ingredient, alongside egg whites and bone broth. The company’s Protein Chips deliver 10 grams of protein per serving in a format that delivers the familiar eating experience of traditional chips.

WILDE has since expanded beyond its original product with the recent launch of Protein Crackers, its first major move into an adjacent snack category. Also made with chicken breast, chicken bone broth, and real cheese, the oven-baked crackers deliver 12 grams of protein per serving, approximately four times the protein of leading cheese cracker brands. 

That focus on product development has helped WILDE establish a growing national presence. The company has surpassed $100 million in sales, with products available at more than 30,000 retail locations nationwide, including major retailers such as Costco, Walmart, Target, Kroger, and Whole Foods.

Why We’re Backing WILDE

WILDE’s ability to turn an unconventional product concept into a nationally distributed brand speaks to the team’s ability to execute. For S2G, that track record, combined with the potential to expand into adjacent categories, creates a compelling platform we are thrilled to support.

To support growth, WILDE has also invested in its manufacturing infrastructure. The company recently opened a 130,000-square-foot production facility in Kentucky, expanding its production capacity sixfold.

We view WILDE’s vertically integrated manufacturing model as a key competitive advantage. Developing shelf-stable snacks made primarily from chicken breast presents major challenges around formulation, food safety, and production that differ significantly from those of conventional grain-based snacks. WILDE has spent years refining its processes and developing the infrastructure required to manufacture these products at scale. 

WILDE also closely aligns with S2G’s focus on improving nutrition and supporting a more efficient food system. By incorporating chicken breast into everyday snack products, the company is creating an additional market for poultry ingredients while offering consumers more protein-rich options. We believe WILDE has potential for mass adoption when you deliver on a functional benefit without sacrificing on taste. 

We are also excited to partner with KarpReilly, experienced consumer investors who have been excellent long-time partners to WILDE. We look forward to working with them as WILDE continues to grow. 

We are thrilled to support Jason and the team as they pursue their vision and continue building WILDE into a household brand.