Peperami, the meaty snack brand, is launching a new beef variant to sit alongside its iconic pork sausage snacks.
This is the first time the brand has introduced a new meat into the range for over 10 years and comes as consumers are looking for more snacking variety and alternative sources of protein.
The six-figure campaign surrounding the launch of the new Beef variant includes a TV sponsorship and branded partnership deal with Comedy Central UK, a dedicated ad campaign, and a Beef Tour sampling campaign throughout June and July.
The new variant is available in two flavours – Classic and Peppered Beef. Made from 100% beef, the new variant can be found in single stick (rrp £0.79) and multipack formats (rrp £1.59, three sticks).
Pavan Chandra, senior marketer, Peperami says: “This new venture is very exciting for us as we want to tap into a new and growing market. The meat snacking category is proving very strong at the moment, however there is little in the way of on-the-go beef snacks. We saw this as an opportunity to expand the brand and give consumers more choice alongside our already popular and iconic pork products.”
The brand is also launching a new pack design and outer case format to increase brand awareness, shelf presence and drive sales.
The new outer case design will help to increase visibility in-store by merchandising the Peperami stick vertically as opposed to horizontally. When stacked, multiple cases will create a block of the brand’s distinctive green to boost prominence on the shelf.
For the impulse and convenience sector, Peperami has created a design which offers three ways of merchandising depending on shelf space: vertically – to maximise pack visibility, wide side in front – to achieve strong case stand out, and short side front facing – if there is limited shelf space.