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US snack brand Wilde is expanding its high-protein portfolio with the launch of Wilde Protein Crackers, marking the company’s first major cross-category innovation since entering the market with its chicken-based protein chips.

The new range aims to disrupt the traditional cracker category by replacing refined grains with animal-based protein ingredients, positioning chicken breast as the primary ingredient in a format typically dominated by carbohydrates and starches.

Made with all-natural chicken breast, chicken bone broth and real cheese, the oven-baked crackers deliver 12g of protein per serving, around four times the protein content of conventional cheese crackers, according to the company.

The launch reflects growing consumer demand for protein-rich snacking products and continued momentum behind “better-for-you” alternatives that combine indulgence with functional nutrition.

Jason Wright, founder and CEO of Wilde, said: “Crackers haven’t changed in decades. We rebuilt them with chicken breast as the number one ingredient. You get the crunch, the flavour, the snack you remember. But the protein is real and it comes from food you’d cook with. No fillers, no protein powder, no compromise on what a cracker should taste like.”

The crackers launch in four flavours: Classic Cheddar, Smoked Gouda, Buffalo Cheddar and Hot Honey, targeting consumers seeking bold flavour profiles alongside higher protein intake.

Available in single-serve packs, multipacks and family-size bags, the products are designed for both on-the-go snacking and at-home sharing occasions.

The rollout also coincides with a major manufacturing expansion for the brand. Wilde has opened a new 130,000 sq ft USDA-regulated production facility, which the company says will increase manufacturing capacity sixfold as it scales nationwide distribution.

The company, which describes itself as a $100m brand with products stocked in more than 30,000 retail locations across the US, said the new facility is critical to supporting future growth beyond the protein chip category.

Wilde first gained traction with its protein chips made from chicken breast, egg whites and bone broth, tapping into consumer interest in low-carb, keto-friendly and high-protein snacking formats.

The launch of Protein Crackers signals the company’s ambition to evolve into a broader snack platform brand rather than remain confined to the alternative chips segment.

The products are rolling out nationally across US retail channels, with distribution expected to expand throughout spring and summer.

Founded in 2015, Wilde has positioned itself around replacing “empty-carb” snacks with protein-forward alternatives built from whole-food ingredients, as competition intensifies across the functional and better-for-you snacking category.