To meet rising demand for high protein snacks, chicken-based protein chip maker Wilde Brands is doubling don on innovation, scale and brand visibility with help from a $40 million investment from S2G Investments.
The investment comes as consumers continue to prioritize protein across eating occasions. According to Cargill’s 2025 Protein Profile, 61% of consumers increased their protein intake in 2024, up from 48% in 2019, while 63% actively seek protein in snacks. Meanwhile, the International Food Information Council found 70% of Americans are trying to consume protein, making it the most sought-after nutrient among surveyed consumers.
The investment builds on Wilde’s momentum over the past several years as the brand has carved out a niche with chips made primarily from chicken breast rather than potatoes. Pairing double-digit grams of protein with indulgent, nostalgic flavors such as Buffalo, Nashville Hot Chicken and Chicken & Waffles, has helped the company stand out in a crowded snack aisle as a better-for-you chip alternative.
Wilde’s latest funding round follows a $20 million raise in 2024, which the company said would help expand consumer awareness and retail distribution. At the time, Wilde reported three consecutive years of more than 100% growth. Since then, the company said it has expanded into more than 35,000 retail locations nationwide and surpassed $100 million in annual sales. The brand also recently opened a USDA-regulated, 130,000-square-foot production facility in Winchester, Ky., dedicated to salty snacks.
The investment comes as protein chips evolve from a niche fitness scene into mainstream snacking, with brands such as Quest and Atkins competing to bring protein-forward snacks as consumers blur the lines between snacks and meals.
Emerging startups are also reimagining traditional snack formats around protein and bold flavors. Earlier this year, startup Snackish launched a line of potato chips containing 10 grams of protein per serving in flavors such as BBQ and Pickle Punch.
