SEATTLE — Oberto Beef Jerky and James Beard Award-winning chef Mark Miller have come together to revamp the company’s recipes for its best-selling flavors. The new recipes of Oberto’s original, teriyaki, peppered beef and spicy sweet jerky have hit stores this year.
The new recipes and the collaboration were a result of consumer testing to figure out what made the “perfect jerky,” and rounds of experiments in the kitchen and with consumers, the company said.
“We fully believe that our new recipes represent the best tasting jerky available. Taste is the number one attribute when it comes to distinguishing a snack brand,” Oberto CEO Tom Hernquist said. “We can’t wait for our current loyal customers and new customers alike to taste and experience the new Oberto difference.”
The new recipes are part of the company’s efforts to differentiate itself in the meat snacks space, which Nielsen ScanTrak estimates has annual sales of close to $3 billion. Additionally, Oberto has expanded its portfolio to include its new Oberto Trail Mix products that include nuts, fruit and chocolate.
As part of the new recipe launch, Oberto is unveiling new packaging across its full line, featuring larger sports-themed imagery to highlight its active lifestyle positioning, and packaging on the revamped products will feature a call-out about the new recipes, the company said.