Ember Snacks has teamed up with Lea & Perrins to launch a limited-edition biltong.
Combining Ember’s air-dried beef with Lea & Perrins’ Worcester sauce, the NPD (rsp: £3.95/40g) will hit Sainsbury’s and Tesco in mid-March.
“We wanted to create something genuinely new for the category and partnering with Lea & Perrins lets people experience a flavour they know and love in a way they won’t expect from a meat snack,” said Ember founder Harry Mayhew.
Lea & Perrins brand manager Manya Gupta said the partnership spoke to the “timelessness” of the Worcestershire sauce brand, which was created in 1837.
This isn’t Ember Snacks’ first co-branded launch. It teamed up with Ed Sheeran’s hot sauce brand Tingly Ted’s to launch Xtra Tingly Biltong in May.
The Tingly Ted’s brand is Sheeran’s property, inspired by his childhood nickname, sold under licence by Kraft Heinz, which owns Lea & Perrins.
Meanwhile, Lea & Perrins teamed up with Walkers to revive the crisp supplier’s Worcester Sauce variant last March, after two years’ absence.
“We knew from the unprecedented reaction that we needed to bring the iconic flavour back to stores nationwide,” said Walkers senior marketing manager Irina Panescu at the time.
Working with Lea & Perrins made it possible for Walkers “to deliver our best taste yet”, Panescu added.
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