Reviews: New Primal’s Spin On Rotisserie; Plus, AL’s Real Goods, NOVOS Longevity Bars

In this reviews roundup, we nosh on New Primal’s Rotisserie Chicken Seasoned meat sticks, AL’s Real Goods Chewy Cookies and NOVOS Longevity Nutrition Bars.

AL’s Real Goods Chewy Cookies

AL’s Real Goods enters the crowded cookie aisle with a trio of chewy, indulgent options: Choco Chip, Ginger Smack, and Choco Choco. Each variety comes packed in bright, 6.7 oz boxes that emphasize handmade charm with a premium twist. Developed by a former Michelin starred chef, these non-GMO verified cookies aim to elevate the packaged cookie experience by emphasizing real ingredients like butter and unpretentious/classic flavor profiles that still feel chef-crafted.

Things that stand out:

• As far as packaged cookies go, AL’s is truly top-notch and we’d be hard pressed to think of a brand that does chewy cookies better. It’s definitely an elevated experience across all three flavors.
• Packaging is eye-catching and effective — bold typography, pastel tones, and large cookie visuals make for strong shelf appeal.
• The SKU choices evoke nostalgia vibes and are very straightforward. There should be near-zero consumer education required, which allows AL’s to focus on being a super premium player.
• The use of real butter and a focus on clean-label cues (e.g., non-GMO) sets these apart from typical mass-market chewy cookies.

Things to consider:

• While the flavor and texture are standout for a shelf-stable cookie, the inclusion of preservation-friendly ingredients (necessary for this format) slightly undermines the “Michelin” positioning. Not sure that there is really a way around this, but worth noting nonetheless.
• Price point will likely reflect the premium branding, which may limit its appeal to more ingredient-conscious or gourmet-inclined consumers.
• Minor point, but “Choco Chip” and “Choco Choco” could benefit from more name differentiation.

Rating:

New Primal Rotisserie Chicken

Fresh off a big growth year, New Primal unveiled a bold rebrand and shortened name to stand out in the red-hot meat stick segment. The brand also debuted a Rotisserie Seasoned Chicken offering, leaning further into poultry in a category largely dominated by beef. Combining the convenience of a meat stick with the flavors of a classic comfort food, this latest addition carves a new space in an increasingly crowded set.

Things that stand out:

• A relatively high-protein option, with 10 grams of protein, 60 calories and zero sugar per 1 oz. stick.
• Crafted with simple ingredients, including all-natural chicken raised without added hormones or antibiotics, plus sea salt, celery powder, black pepper, garlic, onion, cherry, coriander, parsley flakes and ground nutmeg.
• The product is free of the top eight allergens and Whole30 Approved.

Things to consider:

• Priced at $11.99 for a 5-count bag and $39.99 for a 20-count carton, each unit shakes out to roughly two bucks per pop – on par with other premium meat sticks but could be a tough sell for the conventional crowd.
• While full of flavor, these sticks aren’t as tender and juicy as other chicken-based meat snacks (that are typically packed with unwanted additives).

Rating:

NOVOS Longevity Bar

Increasing lifespan and improving healthspan have been hallmarks of the wellness community for a while that are now making their way deeper into more conventional packaged food formulations. Supplement maker NOVOS Labs has been operating in the space since 2018, recently launching a Longevity Nutrition Bar line (Salted Chocolate Crunch, Mixed Berry Crunch and Peanut Butter Chocolate Chip Crunch) to bring the brand into more retail locations.

Things that stand out:

• The familiar protein bar texture has the added benefit of crunchy pea protein crisps that give it a nice bite.
• Callouts to skin health, mind and mood, metabolism and lean muscle add to the differentiated positioning as a longevity product.
• Subtle but straightforward branding provides shoppers with an understandable value proposition.

Things to consider:

• More flavor variation with a touch of healthy indulgence like chocolate coating could help with the taste. Salted Chocolate Crunch had a bitter aftertaste. Mixed Berry was our favorite.
• While not overly dry or chalky, some formulation tweaks to improve texture would help the eating experience.
• The nutritional panel is packed with over 20 ingredients which could be tightened to focus on key functional inclusions. Four different mushroom varieties might not be necessary, and most consumers are unfamiliar with astaxanthin.

Rating: