Interview with Queen’s Choice Awards Winner…

Protein has been having a moment, and Vacadillos is meeting that demand with bold innovation. The Queen’s Choice Award Winning Chipotle Honey Carne Seca blends smoky spice, natural sweetness and the brand’s signature air-dried craftsmanship. With teamwork across R&D, marketing, sales and operations driving the launch, Chief Commercial Officer Katie Brenner shares how honey helped shape a flavor that’s anything but ordinary.

What inspired the development of this unique product?

The flavor (Chipotle Honey) and the form (air dried beef, not jerky) were created under the same guidelines we use when developing a new flavor. We focus on delivering bold, balanced taste using clean, simple ingredients that align with our brand and appeal to our target shopper. We look for flavor profiles that meet emerging consumer trends while ensuring they perform well in our air-drying process. Most importantly, the flavor must stand out, complement our lineup and meet our nutritional goals around lower sugar and high protein.

Was honey always part of the formulation or did it come about during the R&D process?

At Stryve Foods, we’re committed to clean, simple ingredients, with high protein, and low sugar, in all our products, so when we talked about adding a “sweet” flavor to our Vacadillos Carne Seca line, we knew that using honey would allow us to avoid overly processed sweeteners and maintain an ingredient label you can feel good about. Also, honey’s smooth, rounded sweetness pairs perfectly with the smoky heat of chipotle.

How did honey perform during testing with the air-drying meat process?

Honey performs exceptionally well in the air-dried meat process because it adds natural sweetness and depth without breaking down the way refined sugars can. Because honey is sweeter than sugar, it also allows you to use less while still achieving a balanced, clean label flavor profile.

Were there any formulation challenges when incorporating honey into the marinade or drying process (e.g., stickiness, moisture retention, consistency)? And how did you overcome them?

Honey can introduce challenges with consistency due to the sticky properties, however, our team of R&D experts have been air-drying for over 20 years, so this was easy for them to test and resolve. With proper formulation and process control, honey produces a clean, well-balanced result that aligns with a natural ingredient philosophy.

How does honey influence the overall flavor complexity or mouthfeel of the final product?

Honey enhances both flavor complexity and mouthfeel in air-dried meat. Its natural caramel and warm notes add depth that simple sugars can’t provide, creating a more rounded and layered taste experience. As it concentrates during drying, honey also contributes a subtle, pleasant coating on the palate that helps balance heat, acidity or smoke without making the product feel sticky or overly sweet.

Does honey offer any functional or flavor benefits beyond what you’ve mentioned?

Yes—honey provides several functional benefits beyond flavor! Its natural sugars support gentle color development during drying, giving the meat a richer, more appealing appearance. Honey also acts as a light binder, helping spices adhere better.

How does the Chipotle Honey flavor align with Vacadillos’ brand identity and consumer promise?

The Chipotle Honey flavor perfectly reflects Vacadillos’ commitment to bold, modern flavors made with clean, simple ingredients. It delivers the sweet-heat profile consumers crave while using honey instead of refined sugar, staying true to our focus on lower sugar and better-for-you choices. The result is a flavor that’s adventurous, high-quality and unmistakably aligned with our promise of air-dried, craveable protein without the compromise.

What role does honey play in communicating a “better-for-you” or “natural” positioning in the meat snack category?

Honey plays a key role in reinforcing a “better-for-you” and “natural” positioning because it’s a familiar, minimally processed ingredient that consumers inherently trust. Using honey instead of refined sugar signals cleaner formulation and aligns with broader trends toward simple, recognizable ingredients. It also allows brands to highlight reduced added sugars while still delivering rich, balanced flavor, helping the product stand out as a more natural, thoughtful choice in the meat snack category.

BTW, congratulations on the Queen’s Choice award!

We are so thankful for the recognition! We will be leveraging the award in our digital content, as well as sharing the recognition across our PR and Social Media channels to highlight the validation of our product’s taste, craftsmanship and innovation.