OVER DEZE AFLEVERING
Jason Wright, Founder and CEO of WILDE Protein Snacks, has completely redefined what protein snacking can be by building an entirely new category from scratch. Driven by a mission to rethink food after growing up around carb-heavy cooking and family diabetes, Jason spent nearly a decade in trial and error to create a crunchy, flavor-packed snack made from real chicken breast. Today, WILDE Protein Chips have scaled into over 30,000 retail doors including Whole Foods, Costco, Kroger, and Walmart, surpassing $100M in sales, with their highly anticipated WILDE Protein Crackers rolling out nationally to mark the brand's next major expansion phase.
Jason and I explore what it really takes to manufacture a product that has never existed before. He shares his hands-on journey from building custom machinery and partnering with university meat science departments to opening a dedicated USDA-certified facility to maintain complete product control. Jason opens up about the grit required to sustain a decade of product development, the logistics of managing massive retail scale, and how he keeps pushing the boundaries of food innovation without ever compromising on flavor or quality.
Inside the Episode:
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How growing up with a family history of diabetes and later experiencing a high-protein lifestyle in New York City inspired Jason to dedicate his career to functional CPG innovation.
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The intense ten-year journey of trial, error, and deep food science required to transform real chicken breast into a crispy, shelf-stable snack chip.
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Tactical takeaways on scaling to 30,000 retail doors while staying relentlessly committed to clean, protein-first ingredients and bold flavor profiles.
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