Meatsnacks Group launches jerky and biltong in snacking pots under new brand KRAVE.

Krave Pots Beef Jerky & BiltongMeatsnacks 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

KRAVE is available to list now. Contact the sales team today.


Source: IRI data to 28/01/18

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