Skinny Butcher Sets Records at Walmart

The Skinny Butcher is making a name for himself in freezers across America. The latest plant-based meat alternative has only been in grocery stores a few months and is already enjoying a spectacular debut. Thanks to an initial launch in Walmart, which featured a co-branded item with Netflix’s Stranger Things series – quickly followed by Midwest and Northern California Costco Clubs and more than 1,000 Safeway stores – buyers are routinely stating Skinny Butcher is already the best-selling plant-based chicken items they’ve ever featured.

Developed by the former Garden Fresh Gourmet partners (who sold to the Campbell’s Soup Company for $231 million), Skinny Butcher is partnering, on an equity level, with LA-based Golden West Food Group. Golden West manufactures the line exclusively and is sharing sales responsibilities with Skinny Butcher, ensuring speed to market on a national scale, which is rapidly occurring.

The secret? It’s twofold:

First, Skinny Butcher’s lighthearted brand voice and brand personality are obviously connecting with consumers as no other plant-based line has. Designed to put a smile on your entire family’s faces, Skinny Butcher easily offers the most approachable chick’n items in grocers’ freezers.

Second, flavor profile. Skinny Butcher employs a progressive fiber strain developed in Italy, which lends itself to a remarkable meat-like texture. From there, pea protein—the industry gold standard and the Skinny Butcher brand standard—and a proprietary spice blend create a superior taste. Combined with a double breading method, Skinny Butcher offers the crispiest and tastiest options on the market.

Skinny Butcher CEO, Dave Zilko, explains, “With Skinny Butcher, we sought to create meat-alternatives that still had the same delicious flavor and crunchy texture as traditional fried chicken but were better for the planet. Our mission was to introduce a plant-based chicken line in which families did not have to make any sacrifice whatsoever with respect to animal protein comparables. In fact, feedback we’re receiving strongly suggests consumers prefer Skinny Butcher to animal protein items.”

Zack Levenson, Chief Operating Office at Golden West Food Group, adds, “The growing popularity of Skinny Butcher is quite organic in that people are looking for options that not only taste delicious, but they can also feel good about feeding to their families. We wanted to create a sustainable product that accomplished this so well that people were questioning if it did include chicken after all.”

And consumers seem to enthusiastically agree. In sales data provided by IRI, over the most recent four-week period, Skinny Butchers Stranger Things Crazy Crispy Chick’n Nuggets were the No. 1 plant-based item in all Walmart stores, had 3 times the velocity of and make 2.3 times more dollar sales than the second fastest-selling item. In addition, the nuggets are also currently the third most popular frozen poultry substitute item in the United States.

Shoppers can currently find Skinny Butcher’s Crazy Crispy Chick’n products in the following retailers and locations:

• Costco – Northern California, Midwestern United States and select Utah locations
• Gordon Food Service, all U.S. retail locations
• Walmart (all US locations) and walmart.com
• Safeway – Seattle, Mid-Atlantic and Intermountain regions

Visit skinnybutcher.com for more information and make sure to stock up to enjoy while binging Part II of Stranger Things Part Volume 4 on Netflix.