Kepak Foods is relaunching its Kings brand with ambitions to “establish meat snacks as a mainstream part of modern snacking,” it said.
The move puts Kings at the forefront of Kepak’s investment in meat snacking, with a focus on capturing more everyday grazing occasions as consumers increasingly replace traditional meals with smaller, more flexible snack choices throughout the day.
Flavour-led
Kepak said it believes there is still significant headroom for growth in the biltong and jerky category as consumers increasingly seek convenient, flavour-led snacks that also deliver naturally high protein content.
The Kings brand investment programme will make meat snacks more visible, desirable and accessible to new shoppers, helping retailers capture more everyday grazing occasions.
Adrian Lawlor, chief strategy and commercial officer for 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.”
Snack habits
The new positioning - Kings, Irresistibly Good Grazing - puts flavour first, backed by a clear nutritional message of low calories and high protein. The range’s naturally high protein content reinforces the appeal of meat snacks as a nutrient-dense choice for everyday grazing.
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 to help shoppers quickly identify the right snack for them.
Recent acquisition
The relaunch builds on significant investment following Kepak’s acquisition of New World Foods last year. As an expert in manufacturing consistent, high-quality meat-based products at scale, Kepak said it’s continuing to invest in the business through site upgrades, increased production capability and ongoing product development.
Lawlor concluded: “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.”
The new-look range is rolling out this autumn, supported by social media activity, significant brand investment and “an exciting innovation funnel” in 2027 designed to bring more shoppers into the category.
No comments yet