NielsenIQ data shows chicken snack sticks surged 97% over the past year, far outpacing the 11.5% growth of the broader meat snack category. Mighty Spark, currently the segment leader, reported a 43% sales increase during that same period. To maintain this momentum, the brand is rolling out 12-count variety packs at Costco stores nationwide, with pricing expected between $12.99 and $14.99 depending on the region.

Beyond retail, the company is deploying its first national connected TV campaign, "Astoundingly Delicious Chicken," across platforms like HBO Max and Paramount+. The strategy targets health-conscious shoppers and parents preparing for the back-to-school season. Complementing the digital push, Mighty Spark is hitting the road with a summer sampling tour produced by Fastbreak AI. After kicking off at a Major League Pickleball tournament in Illinois, the tour will hit youth soccer events in Texas and Virginia to put portable protein directly into the hands of young athletes.