Wayne-Sanderson Discusses Innovation, Flavors Driving Chicken Demand

Matt Masters: We’re seeing a lot of regional-type flavors coming through. The traditional ones — buffalo, BBQ — are still really popular, but we’re getting more requests for regional and ethnic-type flavors. There’s been a strong Hispanic focus lately, and even some Caribbean-type profiles starting to pop up.

But I’d say the biggest thing right now is “the spin-off of a traditional.” How do you take buffalo or BBQ and give it a twist? Maybe it’s an Alabama white sauce, a Mississippi comeback sauce, or a Carolina-style version. That regional focus is really hot right now.

Beau Batchelor: Exactly. And if you zoom out a bit, what we’ve seen over the last year or two is that people have gotten more adventurous again.

For a while, everyone went back to basics — “put chicken in a box” and get it out the door — because that’s what customers wanted. But now, it’s not just about survival; it’s about finding your niche again. Like Matt said, it’s about those touch points — buffalo, BBQ, regional — and playing with them. We’ve seen Gochujang Buffalo, Sweet Buffalo … all kinds of new twists. There’s more freedom and permission to experiment, which has been really fun.

Masters: Yeah, and speaking of that — one new concept we’ve delivered recently was a golden sriracha. That’s been really interesting. Our customers are challenging us: “What’s next?” So we’re trying to stay ahead and see what could be offered in the future.

Batchelor: What’s great about chicken is that it’s a great canvas. Those flavor profiles are ideal for sauces and glazes. We’re developing products that let us play in those areas while still giving customers core offerings they can make their own. That flexibility — offering innovation alongside the fundamentals — has been a lot of fun.

Consumer Openness and Generational Shifts

Hanacek: Are consumers more open to trying new things today than they were before?

Batchelor: My kids will try about anything these days — it’s wild.

Masters: Yeah, it’s really being driven by the younger generations, especially Gen Z. They’re not afraid to try anything.

Batchelor: Exactly. And since we’re primarily a B2B company, when our customers come to us asking for these types of products, it’s because their consumers are asking for them.

White Meat vs. Dark Meat: Find a Perfect Pairing

Hanacek: Chicken’s a great carrier of flavor. But within chicken — white meat, dark meat — do most flavors work across both, or are some better suited for one?

Batchelor: Great question. We’d love to see more dark meat opportunities, especially around some of these regional and ethnic flavor trends. We’re working on quite a bit there.

Masters: Right. When you talk about traditional Hispanic or Caribbean flavors, it’s worth remembering what cuts were originally used in those cuisines — and outside the U.S., it’s mostly dark meat.

Batchelor: That’s true. In the U.S., we often default to wings, which kind of bridge the gap. They give you juiciness, more flavor impact, great hold — and still serve as a perfect carrier for sauce.

Masters: Yeah, absolutely.

Health, Wellness … and Indulgence

Hanacek: How much is health and wellness driving what you’re seeing right now?

Masters: It’s starting to be a topic of discussion. You hear talk about new directives and consumer awareness, but at our level, we haven’t seen a lot of formal initiatives yet — more conversations than actions so far.

Batchelor: If anything, we’re probably seeing a little more indulgence these days.

Masters: Yeah — MSG isn’t such a four-letter word anymore.

Hanacek: Fair point. But chicken’s always marketed as a healthy option — so you’re starting from a better base, right? That probably lets you be a little indulgent and still meet consumer expectations.

Masters: Exactly. In retail, for example, air-fryer products are perceived as healthier than straight fried chicken. You’re still getting indulgence, but the consumer feels better about it. It’s all about that balance — indulgence with a health-forward perception.