Kepak Foods is relaunching Kings with ambitions to establish meat snacks as a mainstream part of modern snacking.
The move puts Kings at the forefront of Kepak’s investment in meat snacking, with a focus on capturing more everyday grazing occasions as consumers increasingly replace traditional meals with smaller, more flexible snack choices throughout the day.
The opportunity for retailers
The biltong and jerky category is growing rapidly, with value sales up by 18.4 per cent year on year.
Kepak believes there is still significant headroom for growth as consumers increasingly seek convenient, flavour-led snacks that also deliver naturally high protein content. The Kings brand investment programme will make meat snacks more visible, desirable and accessible to new shoppers, helping retailers capture more everyday grazing occasions.
“Ultimately, snacking starts with great taste," said Adrian Lawlor, Chief Strategy and Commercial Officer – Retail at Kepak Foods. "But today's consumers increasingly want more from the products they choose: real satisfaction, natural protein and fewer empty calories. Meat snacks uniquely deliver that combination, which is why we believe the category can double in size over the next five years.
"The opportunity won't be realised by standing still. It requires a brand capable of recruiting new shoppers, creating new occasions and changing perceptions. Our ambition for Kings is simple: to take meat snacking from niche to mainstream.”
Built around changing snacking habits
The relaunch follows extensive consumer research into changing snacking behaviours, shopper needs and category perceptions.
Shoppers want satisfying snacks for occasions ranging from food-to-go and post-workout refuelling to everyday grazing. Taste remains the biggest driver of snack choice, while almost half of consumers regularly replace meals with snacks or smaller formats.
The resulting positioning, Kings, Irresistibly Good Grazing, puts flavour first, backed by a clear nutritional message: low calories, high protein. Its naturally high protein content reinforces the appeal of meat snacks as a nutrient-dense choice for everyday grazing.
A stronger platform for growth
Nine packs across the existing biltong and jerky portfolio are being phased into the new range, including Classic and Honey BBQ Biltong, plus Sweet BBQ and Smokey Beef Jerky. Bright new designs feature stronger flavour cues, product photography and clearer descriptions. Protein and calorie information has moved to the front of pack to help shoppers quickly identify the right snack for them.
The relaunch builds on significant investment following Kepak’s acquisition of New World Foods in 2025. As an expert in manufacturing consistent, high-quality meat-based products at scale, Kepak is continuing to invest in the business through site upgrades, increased production capability and ongoing product development, creating a new benchmark for consistency in the category.
“Our intent is to take meat snacking from niche to mainstream," Lawlor concluded. "This needs a clearly positioned and well invested brand to drive growth through building perception and bringing the category to new shoppers and occasions. That's what Kings will bring as it takes its place at the heart of modern snacking.”
The new-look range will begin rolling out this autumn, supported by social media activity, significant brand investment and an exciting innovation funnel in 2027 designed to bring more shoppers into the category.