Nathan’s Famous has been making hot dogs the same way since 1916. That just changed.
The iconic Coney Island brand launched its new 100% Grass-Fed Beef Franks yesterday, April 30, marking the first significant ingredient evolution in the brand’s history. The franks are available now at major retailers nationwide, including Walmart and Sam’s Club. Pricing comes in at around $5.49 per package, though costs vary by location.
The timing is deliberate. Grilling season is here, and Nathan’s is betting that shoppers increasingly want a hot dog they can feel good about without giving up the snap and bold spice that made the original famous.
What’s Actually Different
The new grass-fed franks keep Nathan’s century-old secret recipe intact — the same garlicky, paprika-forward spice blend that defines the brand’s flavor. What changes is the beef itself.
Grass-fed beef has more nutritional value than conventional grain-fed beef. While both are high in nutrients like vitamin B12, B3, and B6, grass-fed beef is notably higher in vitamins A and E, as well as omega-3 fatty acids.
The grass-fed franks do have less fat than Nathan’s flagship variety, which may result in a slight difference in perceived juiciness. In terms of overall flavor, the aggressive seasoning that defines Nathan’s is still very much present — the grass-fed beef is the foundation, but the spice blend does the heavy lifting on taste.
The franks are also uncured and made without artificial flavors, preservatives, or added hormones — a meaningful distinction for shoppers who read labels before they buy.
Why Nathan’s Is Making This Move Now
This launch reflects how consumers are thinking more intentionally about the foods they buy, seeking out better-quality proteins without giving up the nostalgic, indulgent foods they love.
The broader context here matters. The “Make America Healthy Again” conversation around food ingredients has accelerated consumer scrutiny of what’s in everyday products — from cereal dyes to hot dog fillers. Nathan’s grass-fed launch is a direct response to that shift, positioning the brand alongside the growing demand for cleaner proteins without abandoning the backyard cookout identity it’s built for over a century.
Today’s consumers, especially younger consumers, are looking for products made with simpler ingredients, no antibiotics or added hormones, and sourcing they can feel good about.
A Launch Event Worth Knowing About
To celebrate this launch and kick off grilling season, Nathan’s Famous is hosting an immersive launch event today, May 1, 2026, from 3:30 p.m. to 6:30 p.m. at Macombs Dam Park, located directly across from Yankee Stadium in the Bronx, New York. The event features franks, interactive games, and photo moments — and it’s free and open to the public.
Where to Find Them
Nathan’s Famous 100% Grass-Fed Beef Franks are available nationwide at stores like Target, Walmart, and Sam’s Club. Visit nathansfamous.com for a full retailer locator and recipe inspiration for the new franks.
The Bottom Line
Nathan’s Famous 100% Grass-Fed Beef Franks are available now at major retailers nationwide, priced around $5.49. They keep the brand’s iconic secret recipe while upgrading to 100% grass-fed beef with no artificial ingredients or added hormones — a meaningful evolution for a brand that hasn’t changed its formula in over a century. Whether you notice the difference on the grill or not, this is the cleanest hot dog Nathan’s has ever made.
