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The Spoon

Daily news and analysis about the food tech revolution

Meataverse

Yes, I’ve Entered the Meataverse

Last year, when news got out that Slim Jim had gone and registered the term meataverse, we all had a good laugh.

Over a year later and a few notches down the Gartner Hype Cycle, the salty meat stick company has finally launched its web3 world effort to get people to go online and collect digital art of cartoon meat sticks. The company, which, in a sarcastic nod to Facebook’s new corporate name, has periodically rebranded itself as MEATA on Twitter and described the effort in its trademark finding as something providing “services featuring virtual goods, virtual food products, and non-fungible tokens,” along with “providing a metaverse for people to browse, accumulate, buy, sell and trade virtual food products.”

But now, they’ve gone and done it by Jim, and I’m going along for the ride. Sure, it sounds ridiculous and something an adult who doesn’t eat Slim Jims would probably avoid wasting his time on, but here I am, the proud owner of GigaJim #1070.

The site, which allows you to join for free and to mint one of ten thousand NFTs free of charge (they even pick up the gas fees), is user-friendly and targeted at the average meathead who doesn’t own a crypto wallet. I have a Metamask wallet lying around somewhere, but I just let Slim Jim’s Meataverse create a wallet for me, and within 5 minutes, I had minted my GigaJim.

The site comes complete with an origin story for the Meataverse world, detailing how how a brilliant young scientist named “Slender” Jim (what else?) is recruited by Slim Jim Industries to head up its secretive M.E.A.T. (mechanics engineering and technology) lab and, within a few years, Dr. Jim has proposed a theory of alternate meat dimensions (aka the ‘meataverse’), virtual worlds that are “meatier, spicier and home to powerful energies.”

When I started looking for ways to increase my GigaJim’s value, it (surprise, surprise) required buying Slim Jims and scanning the bar code. Once you show you’re consuming meat sticks in the physical meat world, you’re given more base sauce to add to the sauce extractor, and once you have three base sauces, you can create a super sauce and level up your Jim.

As I said, it’s all ridiculous, but I have to say, as corporate brand web3 metaverse efforts go, it has me (somewhat ashamedly) thinking about running to the local store and picking up some Slim Jims (which is, of course, the point).

See you in the Meataverse!

Slim Jim is creating a “Meata-verse” and a marketplace for virtual food

Last year, the meme-based cryptocurrency dogecoin got its first public earnings callout from the company that owns meat stick brand Slim Jim. Conagra Brands CEO Sean Connolly pointed to the social engagement from active dogecoin and Shiba Inu meme coin communities as big factors in Slim Jim’s win in the Adweek March Madness-style brand competition.

And now, it seems the company’s interest in Web3 technology goes beyond the gimmicky marketing campaign. Coindesk reported yesterday that Slim Jim had recently filed for trademarks under “Slim Jim,” “Meataverse,” and “Long Boi Gang” that announce plans for a virtual marketplace comprised of NFTs, virtual food products and virtual goods.

The filings also discuss “providing a metaverse for people to browse, accumulate, buy and sell virtual food products” and seem to indicate that the meat snack food brand will try and take a leading role in leveraging virtual environments to extend its reach and engage the next generation of consumers in immersive experiences.

Slim Jim joins other food brands like Nestle and McDonalds with forays into combining food and Web3 technology as consumer interest in crypto and NFTs continues to rise.

To understand what the food metaverse might look like and why food brands across industries including restaurant, grocery, and CPG are planting their flags in Web3, join The Spoon community on May 4 for Simulate Spring Summit: Food Metaverse + Web3 virtual event. Early bird tickets start at $75 – register here.