Meatsnacks Group launches Krave brand

Krave snacking pots are available now and are aimed at consumers looking for healthier, tastier options, especially when it comes to protein.

Krave snack pots come in two flavours: Szechuan Pepper & Ginger Salt Beef Jerky and Warm Chimichurri Beef Biltong. The former contains only 90 calories per 28g pot and has 36% protein and is made from British and Irish beef silverside steak while the latter contains only 78 calories per 28g pot and has 54% protein and is made from grass-fed beef silverside steak

James Newitt, managing director of Meatsnacks Group, said: “Consumer and market research output concluded there was space for a new category brand to increase category penetration and bring jerky and biltong to new positions in-store. Working with branding agency Pearlfisher, we are confident that we have created a brand and format that will significantly increase the appeal of jerky and biltong to a wider audience.”​

Meatsnacks Group exports to over 25 countries including Canada and Hong Kong, and makes up 66% of the jerky and biltong market in the UK. The brand attempted to diversify into salmon jerky last August​​.