Relying on Americans’ continuously growing desire for convenient protein snacks and meals, Reston, Virginia, U.S.A.-based seafood brand StarKist is expanding into beef offerings for the first time, rolling out new StarKist Beef Creations pouches.
StarKist has found success with its tuna, chicken, and salmon creations pouches, so building on that momentum, the supplier is now offering single-serve, fully cooked beef pouches in three flavors: Taco-style, Sweet BBQ, and Sloppy Joe.
“StarKist now has a full range of proteins featured across the StarKist Creations line, including tuna, salmon, chicken, and now beef. These products come in over 30 flavors, and each one is fully cooked and can be eaten straight from the pouch or added right to meals,” StarKist Vice President of Marketing and Innovation Tom Aslin told SeafoodSource.
Like other shelf-stable and smoked seafood suppliers, StarKist is banking on the healthy snacking trend across the U.S. to continue.
Around 46 percent of Americans eat three or more snacks daily, and 57 percent want convenient high-protein snacks, according to Chicago, Illinois, U.S.A.-based research firm Circana. The U.S. snack market is worth USD 214 billion (EUR 191 billion), according to the firm.
Besides its creations pouches, StarKist’s Lunch-To-Go Kits are also performing well, Aslin said. As a result, the brand’s Tuna Lunch-To-Go Kit Mix-Your-Own Tuna Salad Pouch item is now the top-selling kit item in the category for the company.
Overall, the company is realizing sales increases in shelf-stable proteins and seafood due to the sub-category’s “strong price value compared to other proteins and refrigerated/frozen seafood,” Aslin said.
StarKist has also partnered with celebrity dancer and entertainer Derek Hough on a new marketing campaign to further grow sales of its single-service Creations line.
The partnership has resulted in StarKist launching a “Flex with StarKist” campaign. Hough and StarKist’s mascot, Charlie the Tuna, aim to “inspire consumers to share their personal achievements and proud moments, all fueled by a healthy lifestyle filled with protein,” StarKist said.
“These protein pouches are the perfect way for consumers to get up to 8 to 17 grams of protein to help meet their needs as part of an active and healthy lifestyle,” Aslin said. “The 'Flex with StarKist' initiative celebrates the strength and triumphs of our consumers, and we take pride in offering a full array of protein products to help fuel their everyday goals."
The partnership with Hough marks StarKist’s evolution from a company solely focused on tuna into its current status as a “protein powerhouse,” according to Aslin.
“Derek’s remarkable achievements and dedication to health and wellness make him an ideal co-leader to help tell this story,” he said.
In addition to Hough, other celebrity partners include U.S. World Cup winner Julie Ertz, singer and actor Jesse McCartney, and fitness social media influencer and Fit Men Cook Founder Kevin Curry.
StarKist’s #FlexWithStarKist sweepstakes invites consumers to share their “flex” moments across Instagram, using the campaign hashtag #FlexWithStarKistSweepstakes and showcasing how they use StarKist products to fuel their everyday activities.
One grand prize winner will be randomly selected to receive a USD 2,500 (EUR 2,200) cash prize and a box of StarKist “goodies,” the company said. Three runners-up will also receive a cash prize, as well as StarKist products and merchandise.
