AUSTIN, TEXAS — The Hershey Co. is moving its Krave meat snacks brand into the plant-based category with the launch of Krave Plant-Based Jerky.

Marking the brand’s first departure from meat products, the plant-based jerky is made from peas and fava beans and “features a taste and texture similar to that of Krave Gourmet Meat Cuts,” the company said. The vegan jerky is Non-GMO Project verified, provides 8 grams of protein per serving and comes in smoked chipotle and Korean barbecue flavors.

Additionally, Krave is entering a new snacking segment with the debut of fried Krave Pork Rinds. The keto-friendly, gluten-free snacks are available in chili lime and Al Pastor Taco flavors and contain 0 grams of net carbs.

“With the growing number of snacking occasions and evolving nutritional expectations placed on those snacks, consumers are dramatically altering the way we think about innovation,” said Jimmy McClain, brand manager for Krave Pure Foods, Inc. “Nowhere are these changes more evident than the demand for plant-based products and the adoption of specialized diets like paleo and keto. Krave Plant-Based Jerky and Krave Pork Rinds are a direct response to what our consumers have been asking for: more portable snacks tailored to their specific diets that provide clean fuel throughout their busy days."

Krave Plant-Based Jerky is available in 2.2-oz bags for a suggested retail price of $5.99, while Krave Pork Rinds come in 2.5-oz bags for $3.49.