‘We see ourselves as a clean eating platform brand at this point,’ says CEO

Speaking to FoodNavigator-USA after closing a Series B $15m funding round led by Manna Tree, Burke said, “We very much see ourselves as a clean eating platform brand at this point. And to be completely candid, I never envisioned that to begin with,” ​noting that September 2021 will mark his ninth year of building the brand.

“We’ve mostly gone at it alone, and most of what we’ve learned is like drinking water from a fire hose,”​ Burke told FoodNavigator-USA.

“We have 33 products with national distribution across 6,000 to 7,000 stores, and it’s great foundation that we’ve built, but to have a value-added partner with a proven track record of growing brands that can see a little further over the mountaintop and can join us on the journey, we think is invaluable at this point.”

“Starting with its signature meat snack products, The New Primal has proven that it can expand across categories with the same, fresh flair that has made its sauces, seasoning, and condiments a success in the sector,” ​said Pam Shepherd, managing director, Manna Tree. 

From three to 33 products

The New Primal has gone from selling three to 33 products over the past three years, 12 of which were launched last year in the middle of the pandemic including a carrot ketchup, a dijon mustard, smoky BBQ sauce, three varieties of ranch dressing, two additional kids snacks (Snack Mates Bites), and four dry seasonings.

Perhaps the company’s biggest a-ha moment that it could extend into other categories happened when one of Burke’s colleagues took home a gallon-sized jug of its marinades used for R&D purposes to flavor its jerky products. 

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