Meat + Poultry - October 2009 - 50

new line of meat snacks introduced this past month put a
caffeinated spotlight on an ingredient trend that has evolved from the
beverage industry. Vigor-promising
claims are now being used to market a variety of beef jerky products
that are fortified with a dose of energy. Perky Jerky, one of the latest of
these new breeds of "performanceenhanced" beef jerky products is now
appearing in mountain and ski shops,
convenience stores and in impulsebuy counters at check-out registers.
"If I had my way, you'll find Perky
Jerky anywhere you find anything,"
deadpans Brian Levin, the product's
co-discoverer and the company's
founder and president. He and a
friend stumbled upon the wonders
of juiced beef jerky one morning on
a ski slope when they found that the
beef jerky they had brought along had
somehow marinated all night in an
open container of an energy drink.
"Much to their delight, the jerky had
retained its original flavor, but had
been made more tender by the accident. What's more, as they floated
their way down the mountain through
bottomless powder, they realized
they'd been given an extra boost -
the jerky had taken on some of the
pep of the energy drink," states the
company's Web site. "On the next lift
ride up, the greatest innovation in
jerky since cracked pepper was born."

A

(Photo courtesy of Power Hungry Foods)

Jerky with juice
Is the market ready for meat
snacks that pack a punch?
BY STEVE BJERKLIE
meatpoultry@sosland.com

Stress, speed and USDA
Lightning Rods, the enhanced jerky
marketed by Power Hungry Foods in
Minnesota, did not come from a happy accident but is the result of careful
R&D: getting Lightning Rods right
required two years and more than
30 recipes. "We tried 20 different
ingredients," says Rody Hawkins,
founder of RDI Foods, a product development consultancy that created
the recipe and process for Lightning
Rods. "We finally found two, ginseng
and guarana, that had the properties
50 * Meat&Poultry * October 2009 * www.MeatPoultry.com



http://www.MeatPoultry.com

Meat + Poultry - October 2009

Table of Contents for the Digital Edition of Meat + Poultry - October 2009

Contents
Meat + Poultry - October 2009 - 1
Meat + Poultry - October 2009 - 2
Meat + Poultry - October 2009 - 3
Meat + Poultry - October 2009 - Contents
Meat + Poultry - October 2009 - 5
Meat + Poultry - October 2009 - 6
Meat + Poultry - October 2009 - 7
Meat + Poultry - October 2009 - 8
Meat + Poultry - October 2009 - 9
Meat + Poultry - October 2009 - 10
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