"KRAVE is the original brand to go the extra mile to create a better-tasting, flavor-forward product that really turned jerky on its head—that's what first drew me to the brand," said White, in a press release. "That's also what makes KRAVE such a great fit for my lifestyle and is a big part of why I wanted to bring my perspective and unique experience as an athlete and entrepreneur to the brand. We have some exciting things in the pipeline with some really cool new packaging and going grass-fed."
The brand is focusing on a refresh that encompasses its online and retail presence, as well as a new line extension that will be announced in the second quarter of 2021.
"We are beyond thrilled to welcome the incredibly talented Shaun White to our team, and we see a lot of synergy in our lighthearted, fun-yet-serious approach to flavor and the way he puts his bold and unique twist on what it takes to be a professional athlete and entrepreneur," said Rusti Porter, Chief Marketing Officer, KRAVE. "KRAVE has a lot of exciting news to come in 2021, and Shaun joining Team KRAVE is certainly among the biggest."
Related: Danone Announces Latest Acquisition, 2020 FY Report Coconut Beverage Manufacturer Closes In On Sustainability Goals Follow Your Heart Rebrand Emphasizes Company Roots
