Roundhouse Provisions, the Houston-based better-for-you food brand, has launched a line of Grass-Fed Beef Sticks, entering the shelf-stable meat-snack segment with a product built around 100% grass-fed Angus beef, zero added sugar, and no artificial additives. The sticks are positioned as a high-protein, clean-ingredient grab-and-go option suited for placement in the impulse snack set or cooler adjacencies at convenience locations.
The product carries a straightforward macro story — protein-forward, no sugar, minimal ingredient deck — attributes that resonate with the health-conscious daypart shoppers increasingly walking through c-store doors. Grass-fed sourcing and Angus beef branding give the SKU a premium tier positioning that operators can use to trade shoppers up from conventional meat sticks that dominate the category today.
Meat snacks remain one of the most consistent unit-velocity categories in the convenience channel. NACS data has consistently shown protein snacks and better-for-you packaged foods outpacing overall inside-sales comp growth as operators refresh their snack and packaged food sets to attract younger, more nutrition-aware consumers. Single-store operators and regional chains alike have been adding shelf-stable protein SKUs to capitalize on the morning and afternoon daypart traffic that no longer stops only for a fountain drink and a candy bar.
Roundhouse Provisions is pushing a clean-label message that differentiates from legacy meat-stick brands, which often carry longer ingredient lists and added sugars. For c-store buyers, that positioning slots neatly alongside the broader better-for-you merchandising push that chains from Casey's to Wawa have pursued over the past several years — adding functional beverages, protein bars, and cleaner-ingredient snacks to court health-focused commuters and fitness-oriented consumers.
No retail distribution footprint or unit volumes were disclosed at launch. Operators interested in adding the SKUs should evaluate placement near other premium protein snacks and consider cross-merchandising opportunities with dispensed beverage stations to capture the afternoon energy-seeking shopper.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
