RH Amar is extending its portfolio of high quality, ambient foods with its first foray into the fast-growing meat snacking category to launch Top Herd, a new brand of beef, pork and turkey jerky and salami that is the brainchild of former General Mills marketer Simon Worne.
Aimed at tapping into the growing health trend for proteinrich food, Top Herd is a range of jerky using only top quality cuts of beef, pork and turkey, with the beef coming from grass-fed herds reared on Alpine Austrian farms.
The range includes a host of options available in convenient 35g and 70g pouches that are perfect for snacking on the go, and the launch comes as sales of meat snacks in the UK are showing impressive growth, up by +17% over the last two years to top £149 million*.
All of the 35g options contain fewer than 100 calories, while innovative new flavours – such as Chilli & Lime Turkey Jerky – and bright packaging will ensure that Top Herd has universal appeal. Two low fat skinny salami snacks are also being launched to provide a healthy alternative within the established snack salami category.
“Current meat snack offerings are largely aimed at a male audience but Top Herd meat snacks are produced, flavoured and packaged to also appeal to a health conscious, female audience,” explains Worne, who founded Top Herd with his wife, Philippa. “The demand for meat snacking is growing, fuelled by the trend for protein snacking as well as a greater propensity for people to skip meals**, so we believe there is a big opportunity.”
Rob Amar, MD of RH Amar, adds: “We’re always looking for exciting new brands that address nascent food trends and deliver strong growth potential, and we believe Top Herd represents a new and unique opportunity that has been very male biased to date.
“Healthy savoury snacks are set to fuel the wider snacking category, and Top Herd offers delicious, high quality protein meat snacks marinated in innovative flavour combinations that address the flavour and health needs of men and women alike.”
The range includes:
Top Herd Tangy Tomato Beef Jerky
Seasoned tender beef with a tomato tang, available in 35g and 70g pouches with respective RRPs of £1.99 and £3.29
Top Herd Sweet Pickle Beef Jerky
Produced using select cuts of beef, marinated in a sweet and tangy flavour reminiscent of a classic ploughman’s pickle, available in 35g and 70g pouches with respective RRPs of £1.99 and £3.29 Top Herd Smokey BBQ Beef Jerky Made using prime cuts of beef, flavoured in a delicious savourysmoked hickory marinade, available in 35g and 70g pouches with respective RRPs of £1.99 and £3.29
Top Herd Zesty Lemon Turkey Jerky
Made using top quality turkey delicately flavoured with lemon, garlic and basil, available in 35g and 70g pouches with respective RRPs of £1.99 and £3.29
Top Herd Chilli and Lime Turkey Jerky
Made using top quality turkey mildly spiced in a unique chilli lime marinade, available in 35g and 70g pouches with respective RRPs of £1.99 and £3.29
Top Herd Honey Mustard Pork Jerky
Made using the finest tender pork, marinated with honey and mustard, available in 35g and 70g pouches with respective RRPs of £1.99 and £3.29
Top Herd Tomato & Paprika Skinny Salami
Air-dried low fat salami sticks using lean and tasty pork in tomato, honey and juniper berries, 40g, RRP £1.79
Top Herd Chilli Pepper Skinny Salami Mildly spiced air-dried, low fat salami sticks – lean, spiced pork with tomato, honey and a little chilli, 40g, RRP £1.79
* Mintel – Crisps, Savoury Snacks and Nuts – UK – January 2016
** The Grocer – Snacks Report – January 2015