Meatsnacks Group enters premium market
Published:  26 May, 2016

Jerky company the Meatsnacks Group has entered the premium market by introducing a range of protein-packed snacks, being launched in Waitrose. 

The Wild West Deli has been designed to cater to a growing demand for high-protein, great-tasting food options, said the firm.

“We’re really excited to be launching this premium product to our portfolio of meat snacks and we think it’s the perfect choice for the consumer looking for an alternative high-protein snack,” said Jennifer Macdonald-Nethercott, marketing manager of Meatsnacks Group.

“Our products have certainly proved they make for the perfect guilt-free, satisfying snack, but with this new venture we wanted to prove that we are capable of producing more than just on-the-go snacks.”

To tap into a wider, more premium market, the company has departed from its standard laminated foil packaging in favour of a matte packet with a clean design.

The new range of jerky is initially available in two flavours – Thai Spice and Chilli & Lime – created using fresh ingredients. The beef brisket used to produce the snack is carefully marinated and smoked over applewood chips.

“We hope the new premium look and feel of the range, coupled with the first-rate quality of the two delicious flavours, will entice gourmet foodies,” added Macdonald-Nethercott. “Having the range stocked in Waitrose is also a huge achievement for us and we look forward to showcasing our new product to their shoppers.”

The Wild West Deli range is set to launch on 14 June.

In addition to this range, the company is also adding Wild West Deli Salmon Jerky to its portfolio after acquiring the premises of the former Spey Valley Smokehouse in Grantown-on-Spey in Scotland. The expansion will see the company employ 20 new members of staff to produce the new range, with a launch date of 1 August 2016.

“We’re really excited to be adding salmon jerky to our portfolio and we think it’s the perfect addition to our Wild West Deli range,” commented James Newitt, managing director of Meatsnacks Group.

“We have been looking to produce the product since 2012, when we perfected the recipe, and what better place than Grantown-on-Spey, the home of salmon fishing in the Scottish Highlands. The acquisition offers us a great opportunity to continue to diversify our offering and tap into a wider market.”