Yorkshire, UK-based sports nutrition brand, Kings Biltong, has been acquired by New World Foods Europe.
Created by brothers, and former England Rugby representatives, Charlie, Mark and James Simpson-Daniel, Kings Biltong is a high-protein air-dried beef snack made from only the finest and leanest cuts of 100% British beef.
The agreement with New World Foods Europe, for an undisclosed sum, will further support the growth of the Kings Biltong brand with the aim to secure nationwide grocery listings to become the No1 brand in the UK biltong and jerky market.
Following the deal, New World Foods Europe will integrate the production of Malton-based Kings Biltong into its York headquarters where the biltong brand will benefit from its facilities, significantly growing its current business output and increasing the existing range into the jerky category.
As part of the contract Kings Biltong will also receive a full brand refresh which will be supported by a fully integrated marketing campaign, including PR, advertising and social media, led by Kings Biltong director Charlie Simpson-Daniel and New World Foods Europe managing director Roland Froebel.
Kings Biltong director Charlie Simpson-Daniel said: “We’re thrilled to have shaken hands with Roland and the team at New World Foods Europe. It’s a progressive move that will allow us to cater for the increasing consumer demand for Kings Biltong.
“The deal is the perfect fit for Kings Biltong; New World Foods Europe share our ethos for producing high quality, great tasting products and with its manufacturing experience together we can take King’s Biltong to the next level.”
New World Foods Europe current UK product range portfolio includes Mariani Soft Beef Jerky, Bare Earth biltong and also caters for numerous customer branded products.
New World Foods Europe managing director Roland Froebel added: “We were tremendously impressed when we met Charlie, not just in the product itself, but with his passion, drive and vision for King’s Biltong. He will be a great addition to the team we’re building at New World Foods Europe.
“The brothers’ enthusiasm for their product was infectious and is something that we share. We thoroughly believe that King’s Biltong has incredible potential to fill a gap in the market for a great tasting, British protein-packed snack, and become a category leader.”
The King’s Biltong range is currently available in three different flavours including Rib Eye, Tandoori and Worcester Sauce and is completely free from preservatives, as well as containing no artificial flavours. Big on taste and ideal for supplement training or a post gym snack, each portion contains 50% protein, less than 4% fat and fewer than 80 calories per pack.
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