Beef snack startup brand Prime is launching a trio of protein snacks into M&S, Selfridges and Ocado.
The brand’s Smokey BBQ, Fruity & Flavoursome and Sweet & Spicy flavours will roll out into the retailers from December (rsp: £2/50g).
Prime made its supermarket debut in Sainsbury’s as part of its Future Brands initiative earlier this year, but has since changed its recipes and packaging.
Prime co-founder Freddie Gore Browne said working with Sainsbury’s had provided “invaluable” consumer feedback.
“Exposure to well-informed supermarket consumers quickly confirmed that we only needed to make a couple of ‘easy win’ tweaks to kick-start a major momentum shift in our fortunes.”
Gore Browne said he wanted to tap “the active living/health-conscious snacking space”, playing to “meat’s natural protein prowess while providing a minimally processed beef-based alternative to overtly processed/sugary sweet treats that currently clog up the protein snack space”.
It comes as meat snack brands are icnreasingly touting their protein credentials to lure health-conscious shoppers.
Market leader Peperami, for instance, this year launched a ‘Protein Kick’ Peperami & Cheese Snack Box, and made its first foray into chicken with Pep’d Up Chicken Bites.