British snack manufacturer The Jerky Group has merged with Cruga to form Meatsnacks Group, creating what it termed “the largest ambient beef snack manufacturer in Europe” following significant growth in the UK’s jerky and biltong categories.
Meatsnacks Group will acquire an extensive retail network that includes listings with British supermarket chains Asda, Coop, Marks & Spencer, Morrisons, Sainsbury’s, Tesco and Waitrose – as well as petrol forecourt operators, independents and pub chains. The newly merged group will supply more than 10m packs across 27 markets this year, bringing its turnover to an estimated £12m.
The Group will manufacture jerky at its specialist facility in Scotland, and biltong at its site in Milton Keynes, operating a combined manufacturing area of 60,000ft squared. The merger continues the two companies’ close working relationship during recent years, Meatsnacks Group said.
Meatsnacks Group managing director James Newitt said: “The growth and demand for jerky and biltong in Europe has been significant in recent years, with the key driver that consumers are increasingly aware that both products are healthier, being high in protein and lower in fat alternatives to traditional carb-based snacks. The Jerky Group and Cruga have collaborated for a decade in areas such as NPD, centralised packing, sales and distribution. The merger allows the new Meatsnacks Group to adopt a ‘house of brands’ strategy which will add value both at a B2B and B2C level.”
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