Meatsnacks Group is launching KRAVE to challenge the perceptions of jerky and biltong, by bringing this exciting category to a new consumer.

Today's consumer is looking for a social foodie offering and a snack that will deliver more in terms of flavour and is dynamic in its branding. They're looking for healthier, but tastier options, especially when it comes to protein. KRAVE by Meatsnacks Group is a contemporary new brand targeting the fitness, health and nutritional conscious consumer and appealing to a wider consumer audience.

Working with brand design agency, Pearlfisher to enhance the design to create a vibrant pallet across this new range, KRAVE shows the fresh ingredients and the quality of the finished products.

The design has been developed further to highlight key messages on pack: how many calories per pack, Grass fed beef, High in omega 3, %age protein, Handcrafted and key ingredients.

The overall design has increased shelf stand out and highlights the finished product and the key ingredients in the pack, whilst creating a dynamic and fresh look.

KRAVE is launching with three flavours:

• KRAVE Szechuan Pepper and Ginger Salt Beef Jerky
• KRAVE Warm Chimichurri Beef Biltong
• KRAVE Zesty Lemon & Dill Salmon Jerky
• KRAVE Cherry Tomatoes & Fennel Chicken Jerky

James Newitt, Managing Director, Meatsnacks Group comments, 'Consumer and market research output concluded there was space for a new category brand to increase category penetration. Working with branding agency, Pearlfisher, we are confident that we have created a brand that will significantly increase the appeal of jerky and biltong to a wider audience.'

Jerky and biltong are benefiting from evenings in with pack sales up 22% (MAT 28/1/18)*.  Consumers are continuing to enjoy the benefits of high protein, gluten free snacks that can be enjoyed at any time of the day. 

KRAVE is available to list now.

Source: IRI data to 28/01/18

Notes to the editors

• The Meatsnacks Group has 68% manufacturer share of the jerky and biltong market in the UK
• The Meatsnacks Group was established in 2015 through the merger of The Jerky Group and Cruga Ltd.
• With brands including Wild West, Cruga Biltong, KRAVE, Speyside Smokehouse, Men's Health Fuel Beef Jerky and Texas Joe's Jerky
• The Meatsnacks Group also make jerky and biltong for a number of private label customers including Marks and Spencer's, Itsu and TESCO.
• Jerky is made from prime cuts of beef, chicken or salmon and is marinated and slowly cooked and smoked.
• Biltong is made from beef silverside and is marinated and air-dried.
• The Group exports to over 27 countries.

For more information visit http://www.meatsnacksgroup.com 

ENDS 

For press enquiries contact Jennifer Macdonald-Nethercott, Marketing Manager on j.mac@meatsnacksgroup.comor 07710 087616