Meat snack specialist Cruga is aiming to turn biltong - a type of dried meat from South Africa - into a mainstream snack in the UK, with the launch of a bagged range.
It is tapping into the rising popularity of meat snacking with beef biltong in original, chilli and peppered flavours, while targeting adventurous consumers through the more unfamiliar ostrich and kudu varieties.
It hopes to secure listings in independent stores as well as UK pub chains within the next few months.
Rowan Winter, trading manager for crisps and snacks at Musgrave Budgens Londis, said the meat snacking category was growing, driven by increased popularity of beef jerky. In January, PepsiCo launched its own beef jerky line under its Nobby’s brand.
“The category is up and coming,” said Winter. “We’re seeing positive performance and good profits from it.”