Driving meat snacks sales with the return of the Kings
FOOD-TO-GO firm Kepak has expanded into the meat snacks range as it brings back its Kings range of beef jerky snacks.
The four-strong range aims to put Kings at the forefront of the category as Kepak drives further investment into the meat snacking category overall,
Rolling out across autumn, the Kings range consists of a Classic Beef Biltong, Honey BBQ Beef Biltong, Sweet BBQ Beef Jerky and Smokey Beef Jerky, complete in brightly coloured packs to help draw attention to the selection. Kepak has also teased further plans coming down the line for Kings in 2027 as part of an “exciting innovation funnel”.
Each pack contains protein and calorie information on the front to match with shopper demands and help then to quickly identify the right snack for them.
The brand relaunch follows on from extensive consumer research, says Kepak, as the firm wanted to examine how snacking behaviours have changed in recent years and how this has shift both shopper needs and category perceptions.
The firm said it found that shoppers were looking for those satisfying snacks that could match occasions, ranging from food-to-go and post-workout refuelling to more everyday grazing. Of this, Kepak’s market research found that taste remains the biggest driver in consumer choice, while Levercliff Big Trends data pointed out that almost half of consumers will regularly replace meals with snacks or smaller formats.
Adiran Lawlor, chief strategy and commercial officer – retail at Kepak Foods, said: “Ultimately, snacking starts with great taste. But today’s consumers increasingly want more from the products they choose: real satisfaction, natural protein and fewer empty calories. Meat snacks uniquely deliver that combination, which is why we believe the category can double in size over the next five years.
“The opportunity won’t be realised by standing still. It requires a brand capable of recruiting new shoppers, creating new occasions and changing perceptions. Our ambition for Kings is simple: to take meat snacking from niche to mainstream.
“Our intent is to take meat snacking from niche to mainstream. This needs a clearly positioned and well invested brand to drive growth through building perception and bringing the category to new shoppers and occasions. That’s what Kings will bring as it takes its place at the heart of modern snacking.”
