British meat snacking brand Ember Snacks has launched into Booker, bringing its Original Biltong 20g and Chilli Biltong 20g to the wholesaler’s customers on “convenient, high-impact clip strips”.
The launch marks an important next step for Ember as it increases its focus on the UK wholesale and convenience channel, building on strong momentum for the brand across the wider market.
Market Position and Growth
Ember is the No1 Biltong brand in the UK with 45% share, with total Biltong growing +37% year-on-year off the back of consumers looking for healthier, less processed, more nutrient dense snacks due to growing trends such as GPL1, according to NIQ data.
The Booker launch will make Ember more accessible to independent retailers and convenience operators across the UK, with the 20g format and clip-strip merchandising designed specifically to unlock impulse purchases without taking up valuable shelf space.
Founder's Perspective
Harry Mayhew, founder of Ember Snacks, said: “Launching into Booker is a huge moment for Ember. Wholesale and convenience are incredibly important channels for us, not just because of their scale and reach across the UK, but because they put brands directly in front of consumers at exactly the kind of high-frequency, on-the-go occasions where meat snacking can really win.
“Independent and convenience retailers play an enormous role in the UK grocery landscape, and we want Ember to be a brand that genuinely works for them.
“Booker gives us a fantastic platform to get Ember into many more stores and ultimately into the hands of more consumers.”
Channel Investment
To support its ambitions in the channel, Ember has also invested in additional dedicated resource focused on wholesale and convenience.
It said the business has a clear objective to accelerate distribution, strengthen retailer partnerships and develop propositions specifically suited to the needs of the channel.
