A £4m campaign, including press and TV ads breaking in March featuring ex-Slade frontman Noddy Holder, will support the brand next year.
According to PepsiCo, the market for beef jerky in the US is worth £1.4bn,
growing at around 14% year-on-year. Dried meat, or biltong, is also a massive snacking product in South Africa and Australia but it remains a niche product in the UK with most brands imported.
The company reckons Nobby’s Cuts will give the snack much greater mainstream appeal, especially among men looking for a meatier alternative to crisps and nuts.
“Nobby’s is very much associated with blokes and bloke culture, which means we are perfectly placed to introduce a new product to this area of the snacks market,” said PepsiCo trade marketing manager Cara Beeby.
The Nobby’s brand, launched in February, is already worth more than £18m [IRI total market to October 2005].