Snacks can carry a bad rap in the wellness world. Many are void of nutrition, fill you up with empty calories, and derail well-intentioned diets. But at Thrive Market, we believe we can do better, which is why our snack aisle is bursting with better-for-you options that easily upgrade your afternoon nibbles. Our varied options can fit within any eating plan. Paleo? No problem. Gluten-free? Got it. Keto? You’ll love the variety. Not only is your diet covered, you can also find snacks that deliver essential nutrients like protein, fiber, and vitamins—all without sacrificing crave-worthy flavor.

The History of The New Primal

Founder Jason Burke was raised in Tampa, Florida, where his mother was always cooking for neighborhood friends. After attending college in South Carolina and joining the workforce, Burke started missing his mother’s Cuban-influenced cooking and attempted to make his own jerky to keep stashed in his desk drawer. His colleagues noticed and started placing orders, which led to The New Primal officially launching in 2012 with a line of grass-fed jerky.

The New Primal Company Mission

The New Primal believes in the value of healthy snacking. That’s why it focuses on responsibly sourced ingredients like grass-fed and pasture-raised meat and diet-friendly marinades and sauces. The result? Nutritious, portable protein and flavor-forward accompaniments for your favorite meals. The brand has also partnered with Whole30® to establish a scholarship for those interested in pursuing its Certified Coaching program.

Benefits of The New Primal

The New Primal is committed to making sure animals are humanely raised on pasture-centered farms. While the meat snacks aren’t certified organic, they’re grass-fed, grass-finished, and pasture-raised. Since the meat is perfectly cooked, it doesn’t need preservatives—just the right combination of natural sugars from ingredients like honey and pineapple. With the exception of the Classic BBQ Sauce, all of New Primal’s bottled sauces are vegan, and 14 products are Whole30®-approved, making this brand a great option for a range of diets.

Top Products from The New Primal

Get your snack on with these top The New Primal products.

Noble Made Mild Buffalo Sauce

Enjoy all the flavor of classic buffalo sauce, minus some of the heat. Made with vinegar, cayenne pepper, olive oil, and pineapple juice to help mellow the flavors.

The New Primal Beef Thins, BBQ

Crunchy and satisfying, these beef thins have the consistency of chips but are made of grass-fed beef that’s raised without antibiotics and added hormones. Every bag has 13g of protein, plus calcium and iron.

Citrus Herb Marinade & Cooking Sauce

Paleo-friendly, gluten-free, and Whole30®-approved, this tasty marinade is ideal for amping up the flavor of your meals. It’s made with apple cider vinegar, coconut aminos, pineapple concentrate, and smoked sea salt.

The Best Healthy Snacks

Snack smart with our lineup of healthier options.

How to Snack on the Paleo Diet

Keeping paleo-approved snacks on hand is one of the keys to sticking with this caveman-inspired eating plan. This post has more than 60 to try!

Keto Diet Snacking Tips

Yes, you can have a snack or two while eating keto, but be sure to choose the right ones. This post has suggestions for bites that won’t knock you out of ketosis.

Try These Grain-Free Tortilla Chips

Paleo-friendly, grain-free, and vegan tortilla chips? Sign us up! Learn more about our new favorite bags.

The New Primal, Noble Made BBQ Sauce, Less-Sugar Buffalo