Kings Biltong said the agreement, for an undisclosed sum, would further support the growth of its brand as it aims to become the top brand in the UK biltong and jerky market.
New World Foods Europe would integrate the production of Malton-based Kings Biltong into its York headquarters, boosting its output and taking it into the jerky category, Kings Biltong confirmed in a statement.
Created by brothers, and former England Rugby Union representatives, Charlie, Mark and James Simpson-Daniel, Kings Biltong is a high-protein, air-dried beef snack made from 100% British beef.
The firm was only formed in 2012 and is the official supplier of Gloucester Rugby, Yorkshire County Cricket Club and Lancashire County Cricket Club. It is currently available from its website and via sports supplement store GNC and online retailer Amazon.
Marketing campaign
As part of the contract, Kings Biltong is also set to receive a full brand refresh, to be supported by a fully integrated marketing campaign. The campaign will be led by Kings Biltong director Charlie Simpson-Daniel and New World Foods Europe md Roland Froebel.
“We’re thrilled to have shaken hands with Roland and the team at New World Foods Europe,” said Simpson-Daniel. “It’s a progressive move that will allow us to cater for the increasing consumer demand for Kings Biltong.
“The deal is the perfect fit for Kings Biltong; New World Foods Europe share our ethos for producing high quality, great tasting products and with its manufacturing experience, together we can take Kings Biltong to the next level.”
New World Foods Europe’s current UK product range portfolio includes Mariani Soft Beef Jerky and Bare Earth biltong and also caters for numerous customer branded products.
‘Passion’
“We were tremendously impressed when we met Charlie, not just in the product itself, but with his passion, drive and vision for Kings Biltong,” said Froebel. “He will be a great addition to the team we’re building at New World Foods Europe.
“The brothers’ enthusiasm for their product was infectious and is something that we share. We thoroughly believe that Kings Biltong has incredible potential to fill a gap in the market for a great tasting, British protein-packed snack, and become a category leader.”
The Kings Biltong range is available in Rib Eye, Tandoori and Worcester Sauce flavours. Each portion contains 50% protein, less than 4% fat and fewer than 80 calories per pack.
Australia-based Mariani Foods announced it had bought meat snacks firm Bare Earth out of administration in February, combining its European subsidiary Mariani Foods Europe with Bare Earth to form New World Foods Europe.
In the same month, US firm Jack Link’s Beef Jerky agreed to buy Unilever’s meat snacks business, including its Peperami brand.