Peperami_Beef Bag_Visual_FRONT_Original multipack

Source: Peperami

The bars are due to hit Tesco, Asda, Sainsbury’s and c-stores from next week

Peperami has set its sights on luring more protein-loving Brits with a new range of low-calorie beef bars.

Peperami Original Beef Bars - which actually contain a blend of beef and pork - are billed as a “portable, protein-packed” snack to accompany a workout or a “healthier alternative to crisps and confectionery”.

The 20g bars each contain 69 calories and 5.2g protein, and are due to hit Tesco, Asda, Sainsbury’s and c-stores from next week in single and 3x20g packs (rsp: 99p-£2.75).

Peperami said the NPD would meet “consumer demands for ease and value, while satisfying the increasingly nutritionally aware shopper with an alternative to the predominantly sweet products in the snack bar space”.

The launch will be supported by a “seven-figure” push, spanning TV, sampling, traditional PR and social media.

Jack Link’s, which snapped up Peperami from Unilever in 2014, has spent the past year playing up Peperami’s protein credentials in an effort to lure more health-conscious shoppers.

Beef Bars are the latest in a deluge of protein-focused NPD from the brand to roll out over the past year alone. Peperami and Cheese Snack Boxes rolled out in March, followed shortly by the brand’s first foray into chicken, Pep’d Up Chicken Bites, in April.

Jumping on the protein bandwagon is paying off: latest data reveals sales of Peperami have risen by almost £10m over the past year to hit £71.2m - a 16.1% increase, on volumes up 17.3% [Nielsen 52 w/e 7 September 2019].