Meatsnacks Group is launching meat snacking pots under new brand, KRAVE. This new branding challenges the perceptions of jerky and biltong, bringing this exciting category to a new consumer, in a new format for front of store and at till points.

These pots have been created to attract a new consumer that fits within guidelines for front of store and are under 100 calories per pack.

Consumer are looking for a more social foodie snack that delivers more in terms of flavour experience. They're looking for healthier, tastier options, especially when it comes to protein. KRAVE by Meatsnacks Group is a new contemporary brand targeting the fitness, health and nutritional conscious consumer.

The dynamic, fresh design highlights key on-pack messages: Calories per pack, Grass fed beef, %age protein, Handcrafted as well as key ingredients.

KRAVE snack pots are launching in two flavours:

• KRAVE Szechuan Pepper and Ginger Salt Beef Jerky
• KRAVE Warm Chimichurri Beef Biltong

KRAVE Warm Chimichurri Biltong contains only 78 calories per 28g pot and has 54% protein.  The biltong is made from grass fed beef silverside steak. KRAVE Szechuan Pepper & Ginger Salt Jerky contains only 90 calories per 28g pot and has 36% protein.  The jerky is made from British and Irish beef silverside steak.

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 and bring jerky and biltong to new positions in store. Working with branding agency, Pearlfisher, we are confident that we have created a brand and format that will significantly increase the appeal of jerky and biltong to a wider audience'.

Jerky and biltong are benefiting low calorie and free from trends with pack sales up 19% IRI data (MAT 20/05/18)*.  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 20/05/18

ENDS

Notes to the editors

• The Meatsnacks Group has 66% 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 25 countries including Canada and Hong Kong.

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

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