Kickass Beef Jerky and Beef Sticks: A Flavorful Family Tradition from Winona, Minnesota
Kickass Beef Jerky – the name alone turns heads in any snack aisle. This family-owned purveyor of beef jerky and meat sticks has grown from humble small-town origins to a bold brand beloved across the Midwest and beyond. Based in Winona, Minnesota, Kickass Beef Jerky (sometimes stylized as “Kick Ass Beef Jerky”) combines generations-old recipes, high-quality ingredients, and a quirky, fun-loving spirit. It’s no wonder Polka Dot Dairy – a distributor serving over 200 cities in Minnesota and Wisconsin – is proud to feature Kickass Beef Jerky among its wholesale offerings. In this in-depth profile, we’ll explore the origin story of Kickass Beef Jerky, meet the passionate family behind the brand, delve into the products’ appeal for convenience and grocery stores, and examine how broader trends in snacking have set the stage for this company’s kickass success.
From Butcher Shop Beginnings to a Bold Brand
Every great food brand has an origin story, and Kickass Beef Jerky’s begins over half a century ago. Back in the early 1950s, a Wisconsin butcher named Charles Littel started crafting flavorful beef jerky in his small-town meat shop . Little did he know that his family recipes would lay the groundwork for a future jerky empire. Fast-forward about 45 years: Charles’s grandson, Charlie Littel, discovered those old recipes and decided to revive them for a new generation . In 2001, armed with just two products and one family recipe, Charlie officially founded Kickass Beef Jerky (then known as Sauk City Specialty Products) . The fledgling company started literally in a garage – a 24×24 foot garage in Milwaukee, Wisconsin, to be exact – making small batches of jerky and selling them wherever they could . From these modest beginnings, the Kickass brand was born, with a cheeky name that reflected the confidence they had in their product. As the company proudly puts it, “Kickass Beef Jerky is a family owned premium beef jerky and snack company providing unparalleled quality and service,” using “family recipes from many generations” that create flavors “matched by no other” .
Charlie Littel’s gamble paid off. What started as a couple of homemade jerky varieties soon grew into a full line of meat snacks and more. By drawing on the family’s time-tested spice blends and commitment to quality, Kickass quickly gained a local following. Within a few years, the operation even moved to Minnesota to be closer to family – Charlie followed his son Jeremy Littel to the Winona area as Jeremy went off to college . The business planted new roots in Winona, MN, where it still thrives today at 6265 West 5th Street . This move not only brought Kickass Beef Jerky into the heart of the Midwest’s meat-loving country, but it also positioned the brand near major regional markets like the Twin Cities and rural communities where hearty snacks are always in demand.
Meet the Littel Family Behind the Flavor
At the heart of Kickass Beef Jerky is the Littel family, whose multigenerational passion powers the brand. After founder Charlie Littel successfully launched the company in 2001, his son Jeremy Littel gradually stepped into a leadership role. Jeremy grew up inheriting not just the family recipes, but also an entrepreneurial spirit and a knack for humor. In fact, Jeremy’s early years hinted at the personality that would later become inseparable from the Kickass brand – he was known as a class clown from his school days in Kenosha, Wisconsin . He married his wife Brittany and settled in Winona, MN, where by 2010 he officially joined the family business full-time . At the time, Kickass (still sometimes referred to as Sauk City Specialty Products) was a modest operation, and Jeremy’s role involved driving around to meet distributors and stockists, providing product samples and building relationships . With his gift of gab and natural friendliness, Jeremy helped the company expand its reach, one customer and one joke at a time.
In 2017, Jeremy purchased Kickass Snacks, Inc. from his father, becoming the third-generation owner (if we count great-grandpa Charles as generation one) . This transition marked a new era: Jeremy modernized the business in several ways while maintaining its core values. He recognized that in order for a small regional jerky maker to thrive in the 21st century, it needed to embrace e-commerce and social media. Seeing how younger generations were glued to their smartphones, Jeremy famously had an epiphany during a family vacation – noticing everyone around the pool staring at their screens, he realized Kickass needed to be part of that online conversation .
What happened next is a testament to how fun and business savvy can go hand-in-hand. Jeremy dove headfirst into social media marketing, experimenting with videos and comedic content to draw attention to Kickass Snacks. By 2019, he discovered TikTok (encouraged by friends who found his humor infectious) and began posting fishing adventures and silly “Little Johnny” joke skits featuring his kids . To Jeremy’s surprise, these goofy family-friendly videos went mega-viral, amassing millions of views . By Christmas 2019, he had about 600,000 followers on TikTok across two accounts, and by April 2020 he hit the 1 million followers milestone . Jeremy’s playful online persona – a jokester dad from Minnesota – resonated with people far and wide. “My main goal is to make that person smile,” Jeremy said of his approach to TikTok content . It wasn’t about fame or money for him; it was about spreading laughter. Little did he know, this social media adventure would end up saving the family business in its darkest hour (more on that soon).
While Jeremy became the public face of Kickass (and something of a local celebrity), it’s still very much a family affair behind the scenes. His wife Brittany and their three young children often feature in videos and undoubtedly serve as chief taste-testers for new flavors. And of course, Jeremy continues to carry forward the legacy of his father Charlie and grandfather Charles, sticking to the family’s core philosophy: make great jerky, treat customers like family, and have some fun doing it. That authentic, personal touch is part of what makes Kickass Beef Jerky special. As a small business owner who isn’t shy about cracking jokes or sharing his life with customers, Jeremy has humanized the brand in a way big corporate snack makers can’t easily replicate. “I now know why I was drawn to [TikTok]… here to bring people out of their funk and help with a smile,” Jeremy reflected, after hearing from fans that his silly videos had helped them through tough times . In one remarkable instance, a viewer even told Jeremy that his comedy TikToks literally saved their life during a bout of severe depression – proof that even a beef jerky brand can have a heart and soul that makes a difference.
A Taste of Tradition: Quality That “Kicks Ass”
Bold branding aside, Kickass Beef Jerky wouldn’t have a loyal following if the product itself didn’t live up to its name. Fortunately, the Littels have always taken pride in delivering top-notch quality. All Kickass products are made in the USA with premium cuts of meat and high-quality ingredients . The original jerky recipe – a savory, smoky-sweet concoction – harks back to the family’s old butcher shop formula, refined over generations. Today, the company offers a wide variety of flavors and snack options, but they all stem from that commitment to real, hearty ingredients and big flavor.
From classic beef jerky strips to bite-sized jerky medallions and savory beef sticks, Kickass has something to satisfy every carnivorous craving. When Charlie Littel first started out in 2001, he had just two products (likely an original beef jerky and one other flavor) . Now the brand boasts around 60 different products, including all-natural beef jerky in multiple flavors, twin-pack meat sticks, flavored beef summer sausages, and even pickled snacks and cocktail mixes . Yes, you read that right – beyond jerky and meat sticks, Kickass has branched into items like pickled eggs, pickled asparagus and Brussels sprouts, and a signature Kickass Bloody Mary mix. (After all, what goes better with a Bloody Mary than a spicy beef stick as a garnish?) They’ve even launched a Kickass Vodka to pair with the Bloody Mary mix, underscoring the brand’s playful expansion into a full lifestyle of “Kickass” flavors.
One look at a convenience store shelf or a bar counter display of Kickass snacks, and you’ll notice the eye-catching packaging and branding. Bright orange logos, often accented with barbed-wire graphics and the tongue-in-cheek slogan “It’s Just That Good!”, make these products stand out. The company recently updated its packaging for some jerky lines – introducing new 10-count resealable packs that keep the product fresher longer and are more affordable for customers than larger bulk tubs . In the past, Kickass was known for selling jerky in big plastic tubs (especially popular for bar tops, where patrons might grab a few pieces with their beer), and meat sticks in caddies. Those formats are still available (for example, a 35-count tub of Original flavor jerky, or a 16-count caddy of twin-pack snack sticks) for retailers who like to offer snacks in bulk . But the new resealable pouches cater to today’s on-the-go consumer who wants a convenient bag to throw in a backpack or glove compartment.
Kickass Beef Jerky offers a variety of flavors – from Teriyaki to Peppered to Old Fashioned – packaged in convenient resealable bags. The bold branding and premium quality of these meat snacks help them stand out on convenience store shelves and keep customers coming back for more.
The flavor lineup covers all the classics and then some. There’s Original, which delivers that pure, smoky beef taste with a perfect balance of salty and savory (a recipe so good it hasn’t changed in decades). Peppered kicks it up a notch with cracked black pepper for those who like a little extra bite. Teriyaki offers a touch of sweet soy glaze influence, while Hot & Spicy caters to the heat seekers (bring on the jalapeños and chili!). They even have an “Old Fashioned” flavor that presumably pays homage to the simpler, traditional seasoning style from the 1950s era recipe. And for true jerky aficionados, Kickass has created specialty items like steak bites (thick-cut, tender pieces of beef steak, smoked to perfection) and even exotic pickled snacks (pickled spicy sausages, anyone?). It’s clear the Littels love to experiment and expand their product range, but they maintain a consistent emphasis on rich flavor and hearty quality.
Importantly, Kickass Beef Jerky avoids the pitfalls that sometimes give jerky a bad rap. If you’ve ever grabbed a random gas station jerky stick and been underwhelmed by a leathery texture or artificial aftertaste, you’re not alone. In fact, experts note that mass-produced national brands often disappoint consumers on quality and consistency . “Consumers are continually disappointed with the quality, consistency, and value they get from a bag of jerky or a stick from the large national brands,” says one craft jerky executive, pointing out that the big players dominating the market haven’t left much room for innovation beyond new flavors . This is exactly where a company like Kickass shines – by focusing on better quality meat and time-tested recipes instead of cutting corners . The result is a tender, flavorful jerky experience that turns first-time buyers into repeat customers. Kickass products are gluten-free and keto-friendly by nature (since they’re high in protein, low in carbs), aligning well with current consumer preferences for snacks that are both indulgent and nutritious. Whether it’s an outdoorsman looking for fuel on a hunting trip or a busy mom seeking a high-protein snack for the kids, the quality and taste of Kickass jerky make it an easy choice.
Snack Aisle Stardom: Appeal to Convenience Stores and Grocers
It’s one thing to make great jerky; it’s another to get it into people’s hands – or mouths. From the beginning, Kickass Beef Jerky found a natural home in convenience stores, gas stations, and bars across the Upper Midwest. In fact, roughly 80% of the company’s sales have traditionally come from convenience stores and bars . These are the classic venues where a flavorful meat snack practically sells itself: think of truck drivers grabbing a bag of jerky for a long haul, or a bar patron in Wisconsin adding a meat stick to their pint, or a traveler at a highway gas mart looking for a protein pick-me-up. Kickass’s strong presence in these channels speaks to how well their products fit the convenience store niche.
For one, the shelf-stable nature of beef jerky and beef sticks is ideal for small retail shops. Store managers love products that don’t require refrigeration, have a long shelf life, and come in packaging that can handle a bit of jostling. Kickass jerky ticks all those boxes. The company also provides retailer-friendly packaging formats: eye-catching display boxes and tubs that invite impulse buys. A Kickass Beef Sticks caddy by the checkout counter, with its bold logo and maybe even the cheeky brand name making customers smirk, is likely to get grabbed by folks waiting to pay for their gas or groceries. Polka Dot Dairy, which supplies hundreds of convenience and grocery stores in Minnesota and Wisconsin, notes that Kickass Beef Jerky offers everything from gift boxes and subscriptions (for the super-fans) to promotional deals like free shipping for bulk orders . This shows that Kickass isn’t just thinking about the end consumer, but also about making life easier for the store owners and distributors who carry their products.
Another aspect of Kickass’s appeal to stores is the brand’s personality and local charm. In an era when consumers increasingly like to “shop local” and support small businesses, having a locally-made snack with a fun brand story can boost sales for the retailer. A convenience store in Minnesota can put up a small sign by the Kickass display: “Local Product – Family-Owned in Winona, MN!” and instantly catch the interest of customers who prefer to buy local when given the choice. The name Kickass itself is a conversation starter – edgy but in a light-hearted way. One can imagine store clerks getting questions like, “Is this really called Kickass? Is it actually good?” which opens the door for them to share the story (“Yes, it’s a family business from Winona, and yep, it’s just that good!”). Polka Dot Dairy’s new blog series (where this article is featured) aims to highlight such origin stories and unique traits of their wholesale partners. By telling the tale of Kickass Beef Jerky, Polka Dot is not only educating store owners and consumers about the product, but also strengthening the connection between the brand and the community.
Kickass Beef Jerky’s track record in convenience stores has been so strong that, as Jeremy Littel humorously recounts, the COVID-19 pandemic dealt a nearly fatal blow when it shuttered many bars and reduced foot traffic to c-stores in 2020. “Most of our sales were from those channels… When the pandemic hit, we lost all of it,” Jeremy said bluntly . With lockdowns in place, suddenly those counter-top tubs of jerky at the local tavern weren’t moving at all. Jeremy recalls thinking, “I don’t know if I am going to have to lay people off. I don’t know what I am going to do” . That’s a scary prospect for any small business, especially one that had grown five-fold in the years just before the pandemic . But this is where Kickass’s direct connection to fans saved the day. Jeremy decided to reach out directly to his customer base through social media – essentially bringing the product to the consumers since the consumers couldn’t come to the product in stores.
In April 2020, Jeremy posted a candid TikTok video explaining the plight of his “small beef jerky business in Winona” and asking his million followers that if they liked jerky, to give Kickass a try or help spread the word . It was an unusual move – up until then, he had kept his TikTok content separate from his business, not wanting to appear as just advertising. But desperate times called for honest measures. The response was overwhelming and instantaneous. “Within three days, we had like 2,000 orders… I remember I was in the Hy-Vee parking lot around 5 o’clock the next day, and I was just bawling. I cannot believe the people of TikTok came together for us,” Jeremy said, describing his emotional reaction to the flood of support . Order after order rolled in – “It was just ding, ding, ding, ding, ding,” as Jeremy’s phone notifications went wild . In the span of just 10 days, the business was essentially saved from the brink of collapse . That extraordinary moment solidified the bond between Kickass Beef Jerky and its fan community. As Jeremy later put it, “I never say it’s an app; I say it’s a family” – referring to the TikTok community that rallied around his small company when it mattered most.
For convenience stores and groceries supplied by distributors like Polka Dot Dairy, this story has a silver lining: once pandemic restrictions eased, Kickass Beef Jerky bounced back stronger than ever. All those new customers who discovered the jerky online in 2020 became repeat buyers, either through the website or by seeking out local stores carrying Kickass products. Jeremy reported that sales grew five-fold after that viral campaign . Many Minnesota and Wisconsin retailers saw increased demand for Kickass snacks as the brand’s notoriety spread. It even opened doors to new markets – for example, Kickass Beef Jerky landed on the shelves of Fresh Thyme Farmers Market stores in Minnesota in 2025, and partnered with the B&R Stores grocery chain in Nebraska. These are significant wins for a family-operated brand going up against national giants in the snack aisle.
The continuing partnership with Polka Dot Dairy ensures that Kickass Beef Jerky and meat sticks remain readily available to mom-and-pop grocery stores, co-ops, and gas stations across the region. Polka Dot’s distribution network, spanning roughly 200 cities, means that whether you’re in a small Wisconsin town or a Minneapolis suburb, you might run into that familiar orange-and-black Kickass logo when browsing for a quick snack. And chances are, the product will live up to its bold name – hooking you with a flavor that’s a cut above the typical convenience-store jerky. After all, it’s not just hype; as one enthusiastic customer put it in a review, “Like the name says, Kickass. Our family has a yearly camping trip… and some [relatives] come from Nebraska and Maryland [and] loved it” . That kind of word-of-mouth (or rather, word-of-taste) is what keeps the demand strong in retail.
Riding the Wave: Marketing with Humor and Heart
One cannot talk about Kickass Beef Jerky’s rise without highlighting its unique marketing approach, which has been equal parts quirky humor and genuine heart. We’ve touched on Jeremy Littel’s social media antics – his “Little Johnny” joke videos with his kids, fishing expeditions turned viral hits, and the tear-jerking (and business-saving) TikTok plea during the pandemic. These efforts did more than just sell jerky in the short term; they cemented Kickass’s reputation as a down-to-earth brand with a charismatic leader. In an era when consumers are often inundated with impersonal ads and corporate marketing, Kickass took a refreshingly different path: entertain the audience first, and let the product naturally gain love through that goodwill.
Jeremy’s massive following (over 12.6 million combined on TikTok as of early 2022 , and still growing since) has given Kickass Beef Jerky a marketing reach that most small companies could only dream of. But rather than slick commercials, he’s essentially invited people into his life – sharing laughs with his kids, responding to fans, and occasionally giving behind-the-scenes peeks at the jerky business. This has built a community around the brand. Fans not only enjoy the content but also feel a personal connection; they know the man behind the meat snacks. So when Jeremy does mention a new flavor or a sale, it comes across more as a friend’s recommendation than a sales pitch. This community-building paid off spectacularly during the pandemic, as we saw, but it continues to be an asset even in normal times. Customer loyalty to Kickass is through the roof – many people who buy their products aren’t just customers, they’re “fans” in the true sense, often interacting on social media, sharing their own photos (like proudly holding up a bag of Kickass Teriyaki Jerky on a fishing trip), and enthusiastically suggesting flavors or ideas.
The humor that underpins a lot of Kickass’s branding can be seen in things like their product names and promotional items. For instance, they cheekily sell a line of handmade soaps called “Wash Ya Ass” – a punny nod to the brand name, showing they don’t mind having a laugh while extending their merchandise . Their social media hashtag #kickasslife often accompanies posts, encapsulating the brand’s philosophy of enjoying life and not taking things too seriously . Yet, it’s important to note that none of this detracts from their professionalism in the industry. On the contrary, by developing such a strong brand personality, Kickass Snacks Inc. has positioned itself as a rising star in the specialty foods sector. They’ve proven that a family business from a small city can punch above its weight in marketing – Jeremy Littel has even landed sponsorships and partnerships beyond the food world. In 2018-2019, Kickass Beef Jerky partnered with a NASCAR racing team, appearing as a sponsor on driver Spencer Boyd’s Chevy truck – which won at Talladega with the Kickass logo emblazoned on it! . Imagine the pride for a little jerky company seeing their name in Victory Lane at a NASCAR race. It’s a sign that Kickass has grown from a regional snack to a brand with national exposure.
That said, Jeremy often emphasizes he’s not in it for fame or money. Despite the sponsorships, media coverage, and even talks of a potential reality show in development , he remains grounded in the brand’s original mission: making great snacks and making people happy. “My hope for doing all of this is to bring a smile and a laugh to someone’s face… and if I have that, then I’m doing it for something,” he told a reporter . This genuine ethos shines through and enhances the brand’s appeal. Consumers can sense when a company truly cares about them versus when they’re just trying to get into their wallets. Kickass Beef Jerky, with Jeremy at the helm, exudes a friendly authenticity that turns buyers into believers.
Trends, Challenges, and the Road Ahead
Zooming out, the success of Kickass Beef Jerky also reflects some larger philosophical and economic trends in the food industry – particularly in snacks and protein foods. Over the past decade, there’s been a notable shift towards high-protein, low-carb snacks as many consumers embrace diets like keto or paleo, or generally seek healthier alternatives to sugar-laden snacks. Dried meat snacks, once considered a niche for truckers and outdoorsmen, have gone mainstream as a preferred protein snack on the go. The global market for jerky and meat snacks is substantial and growing: one analysis valued the jerky snacks market at about $5.66 billion in 2024, with expectations to reach roughly $8.8 billion by 2033 . That’s a solid growth trajectory, ~4-5% annually, indicating that demand is not slowing down. Consumer demand for convenient protein is a big driver – people want something filling and tasty that they can eat anywhere, and jerky fits the bill perfectly .
Another trend benefiting companies like Kickass is the “premiumization” of snacks. Consumers are willing to pay a bit more for quality, artisanal products – especially if they perceive the mass-produced options as inferior. As mentioned earlier, many jerky lovers have been let down by overly processed, tough jerky from big brands . This creates an opening for craft-style jerky makers emphasizing better ingredients and processes. Kickass Beef Jerky falls squarely into that category: it offers a gourmet jerky experience at a price point that, while higher than gas-station generic brands, customers feel is well worth it for the flavor and tenderness. The barbed-wire branding and bold name also give an impression of a rugged, authentic product – it feels more in line with traditional smokehouse jerky than with plastic convenience store fare (even though it’s sold in those same convenience stores!).
Economically, the journey of Kickass Snacks Inc. illustrates the power of agility and innovation in a small business. The Littels have worn many hats – from butchers to salespeople to social media content creators – to adapt to changing times. When wholesale routes were hurt by a pandemic, they pivoted to direct-to-consumer online sales and built a nationwide customer base virtually overnight . Not every small food company survived 2020, but Kickass did, thanks in part to embracing digital platforms. This speaks to a broader economic lesson: in the modern era, even “old-school” industries like smoked meats can be transformed by technology and community-building. The philosophical takeaway might be that businesses who engage authentically with their audience can cultivate a support network that transcends the typical customer-company relationship – something Kickass proved in dramatic fashion.
Looking to the future, Kickass Beef Jerky shows no signs of slowing down. With distribution in 20 states (concentrated in the Upper Midwest but steadily expanding) , the company is well on its way to becoming a national name in meat snacks. Its core regions of Minnesota, Wisconsin, Iowa, and Illinois are essentially “home turf” where the brand has strong recognition . Through partnerships with distributors like Polka Dot Dairy, Kickass will likely deepen its penetration in convenience stores and supermarkets in these areas. At the same time, the robust online presence means anyone in the country can order Kickass products straight to their door – and many do, especially after encountering the brand on TikTok or through word-of-mouth. Jeremy Littel, at 43 years old (as of the mid-2020s), is the energetic frontman ready to take Kickass Snacks to the next level, but he remains humble about it. “I’m just taking it one day at a time and riding the wave,” he says, noting that as long as people need laughs (and snacks), he’ll be there to deliver . It’s a “make at least one person smile today” ethos, combined with a darn good jerky recipe – a powerful one-two punch.
There are certainly challenges ahead as well. The snack industry giants won’t easily relinquish shelf space, and new competitors crop up all the time (from plant-based jerky alternatives to lab-grown meat snacks). But Kickass has a strong brand moat: its loyal community and authentic story. Moreover, it has diversified products cleverly – the addition of complementary items like Bloody Mary mix and pickled goods means they have multiple revenue streams and cross-selling opportunities. A bar that stocks Kickass beef sticks might also carry Kickass pickled eggs for the daring patrons. A liquor store in Wisconsin might carry Kickass Vodka alongside the jerky, encouraging a whole Kickass Bloody Mary kit. This synergy of products strengthens their wholesale appeal: a distributor can pitch not just a snack, but a theme or experience.
Conclusion: Living the “Kickass” Life
The tale of Kickass Beef Jerky and Beef Sticks is more than just a business profile – it’s an uplifting story of family heritage, resilience, and community. From a little butcher shop recipe in the 1950s to a multi-million dollar snack business today, the Littel family has navigated decades of change without losing sight of what matters: great taste and great relationships. They have turned dried meat – one of humanity’s oldest simple foods – into something exciting and new for each generation. Whether you encounter Kickass Beef Jerky in a local Minnesota convenience store (thanks to Polka Dot Dairy’s distribution) or stumble upon one of Jeremy’s viral videos online, you quickly sense the fun and passion behind the brand. Few companies can make you laugh and satisfy your hunger at the same time – Kickass manages to do both.
For Polka Dot Dairy and the retailers it serves, carrying Kickass Beef Jerky isn’t just about stocking another product; it’s about offering customers a little slice of Americana and a conversation piece. It’s the kind of item people try once out of curiosity (“this Kickass jerky… is it really kick-ass?”) and then keep buying because it truly delivers on flavor. The convenience store owners get a fast-selling snack with a compelling backstory to share, and consumers get a quality treat they feel happy to support. It’s a win-win that exemplifies why Polka Dot Dairy highlights its local wholesalers – these partnerships add value on both ends.
So next time you tear open a bag of Kickass Original Beef Jerky or unwrap one of their spicy beef sticks, take a moment to appreciate the journey behind that tasty bite. You’re not just chewing on any old gas station jerky – you’re enjoying the result of 70+ years of family tradition, a dash of humor, and a whole lot of hard work and heart. From Winona to wherever you are, Kickass Beef Jerky invites you to join in living the “kickass life” – one delicious snack at a time. As Jeremy Littel would say, if it brings a smile to your face (and a satisfied sigh to your stomach), then mission accomplished. It’s just that good!
