Kepak Foods has revamped its biltong and jerky brand Kings, as it bids to take meat snacking from “niche to mainstream”.
It has unveiled a visual overhaul across Kings’ entire portfolio, designed to make meat-based snacks “more visible, desirable and accessible” to new shoppers.
New-look packs feature stronger flavour cues, product photography and clearer product descriptions. Protein and calorie information have also been moved to front of pack to reinforce the snacks’ low-calorie and high-protein credentials.
The brand has also added the strapline ‘Irresistibly Good Grazing’, designed to highlight meat snacks’ role as a “nutrient-dense choice for everyday grazing”.
The “significant brand investment” comes after the supplier acquired Kings’ owner New World Foods from Valeo Foods Group last year.
The biltong and jerky category had climbed 18.4% in value sales year on year, Kepak said, citing Worldpanel data [52 w/e 12 July 2026].
However, there was still “significant headroom” in the category, it said, adding that with the right conditions, sales could “double in size over the next five years”.
This would be driven by demand for “convenient, flavour-led snacks that also deliver naturally high protein”, it added.
“Today’s consumers increasingly want more from the products they choose: real satisfaction, natural protein and fewer empty calories,” said Adrian Lawlor, chief strategy and commercial officer of retail at Kepak Foods.
“Our intent is to take meat snacking from niche to mainstream. This needs a clearly positioned and well invested brand to drive growth through building perception and bringing the category to new shoppers and occasions.”
The overhaul will be backed by social media activity and a pipeline of innovation, set to launch next year.
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