The Mad Butcher has added two new bite size products to its intro range of gourmet meat snacks, as demand for the category continues to grow.
A handy duo of 40g ambient meat snacks have been unveiled by the challenger brand, featuring The Mad Butcher Chorizo Bites and Salami Bites. The dry cured pork products contain up to 11g protein per pack and are made using only the finest ingredients and traditional techniques.
“These are genuinely great tasting, high quality meat snacks, ideal for on-the-go eaters and those wanting to upgrade from their usual crisps and nuts and get a protein hit at the same time,” Newby Groves, managing director, explained.
“The ambient meat snacking category is one of the fastest growing food and drink categories in the UK, with all generations of consumers showing an interest. Our products are for anyone who wants better, more authentic ingredients from their meat snacks, people who want a great taste experience on the move, and shoppers who enjoy Spanish-style snacking but don’t want the premium price tag.
“We offer convenience retailers and forecourts a strong opportunity to drive incremental sales and margins with these new Bites products, which come with a 240-day shelf life.”
Available from Bobby’s Foods in clip strips or box formats, and with an RRP of £1.50 per pack, the affordable, portion-controlled products are a high protein, gluten free snack, ideal as a meal deal snack option or accompaniment for beverages. They will also appeal as an alternative to jerky products and those wanting a more ‘grown up’ alternative to the long-term market leaders.
The Mad Butcher brand is part of Sigma Alimentos, a global food business and the largest producer of charcuterie in Europe. Already available in two 70g packs of Classic Pork and Chilli salami sticks in Spar, Sigma now plans to grow The Mad Butcher business within convenience by adding the 40g products, further tapping into the growing UK trend for meat snacking.
The category has grown 63 per cent between 2020-2024 and is on track to be worth £454m by 2027 [Nielsen, September 2024].