Food manufacturer Kepak has announced a major re-launch of its Kings meat snack range in a bid to turn it from a niche into a mainstream product. The move comes on the back of sales of biltong and jerky rising 18.4% year on year, according to Circana figures.
Growth potential in protein snacks
Kepak believes there is still potential for growth as consumers increasingly seek convenient snacks that are naturally high in protein. Adrian Lawlor, Kepak’s chief strategy and commercial officer, believes the category can double in size in the next five years.
He said: “Our ambition for Kings is simple: to take meat snacking from niche to mainstream.”
New packaging and nutritional focus
The re-launch follows consumer research and aims to attract shoppers with a combination of flavour and a nutritional message stressing low calories and high protein. Nine packs across the existing biltong and jerky portfolio are being phased into the new range, including Classic and Honey BBQ Biltong, plus Sweet BBQ and Smokey Beef Jerky.
Bright new designs feature stronger flavour cues, product photography and clearer descriptions. Protein and calorie information has moved to the front of pack.
Rollout and investment
The new-look range is now becoming available, supported by social media and brand investment.
