What's Happening
Wilde Brands has introduced a new Buttermilk Ranch flavor for its protein chip lineup, launching exclusively at Sam’s Club in a larger club-sized format.
The chips are made primarily from chicken breast, egg whites, chicken bone broth, and tapioca starch rather than traditional potato or corn bases. Like the rest of Wilde’s lineup, the product is positioned as a higher-protein alternative to traditional chips while still delivering a crunchy, savory snack experience.
The Buttermilk Ranch flavor delivers 10g of protein per serving and is sold in a large 11.9 oz bag exclusive to Sam’s Club locations.
Wilde has steadily expanded its lineup with flavors like Buffalo Style, Chicken & Waffles, Sea Salt & Vinegar, and Spicy Queso, building its identity around turning traditional snack foods into protein-focused alternatives.
The Sam’s Club exclusivity is notable because it gives Wilde placement in one of the largest warehouse retail channels in the country, exposing the brand to a much broader mainstream consumer audience.
Why It Matters
This launch reflects the continued growth of the high-protein snack category as brands increasingly compete directly with traditional salty snacks rather than staying confined to fitness-focused products.
The ranch flavor itself is strategically important because it is one of the most recognizable and widely consumed snack flavors in the U.S., helping Wilde appeal to more mainstream consumers instead of niche health audiences.
The Sam’s Club exclusivity also signals growing confidence in protein snacks at the mass retail level. Club retailers prioritize products with broad consumer appeal and high repeat purchase potential, making placement there a major validation point for emerging snack categories.
At the same time, Wilde continues to benefit from the broader consumer shift toward higher-protein foods. More shoppers are looking for snacks that provide satiety and functional nutrition without giving up familiar flavors and textures.Bigger Picture
The pre-workout category continues to evolve into a flavor-driven market where limited drops and seasonal launches help brands maintain engagement and repeat purchases.
Rather than relying solely on new formulas, many companies are extending the lifespan of established products through rotating flavor cycles tied to specific seasons and trends.
Bigger Picture
Protein is continuing to expand into mainstream snack aisles, with brands increasingly reformulating classic comfort foods around higher-protein ingredient systems.
Products like Wilde’s Buttermilk Ranch Protein Chips show how functional snacking is moving beyond niche fitness retail and becoming part of everyday grocery and warehouse club shopping.
Sources
Wilde Brands – https://www.wildebrands.com/
Sam’s Club Facebook – https://www.facebook.com/SamsClubSpringfieldIL8215/posts/limited-timewilde-buttermilk-ranch-protein-chips-are-here-for-828-119oz-theyre-p/1543883214417120/
FoodNavigator – https://www.foodnavigator-usa.com/Article/2023/08/24/WILDE-Protein-Chips-expand-its-retail-distribution-and-production-launching-new-flavor/