With over eight years at Link’s Snacking EMEA, Laura De Groot-Trivulzio is a results-driven marketing leader with a passion for international marketing and managing multi-brand portfolios.
Laura brings a wealth of experience from the FMCG industry, with a strong track record in driving profitable innovation and launching successful consumer-focused campaigns. Her expertise spans brand building, portfolio management, route-to-market strategies, pricing and resource allocation.
Known for her deep consumer understanding and strategic mindset, Laura combines commercial acumen with hands-on operational experience across brands including Jack Link’s, BiFi, Peperami and Minuets. She is also a skilled team builder and motivator, focused on delivering impact through collaboration, clarity and creativity.
Can you tell us a little of the history of your brand?
Peperami was launched in the UK in 1979 by Unilever and quickly became well-known thanks to its iconic advertising campaigns, which many consumers still remember today. In 2014, the brand was acquired by Jack Link’s Company, a family company and global leader in protein meat snacks. Since then, Peperami has benefitted from Jack Link’s expertise and investment, innovating and expanding our presence in convenience and grocery channels across the UK.
How is Peperami performing? How much is the meat snack category worth? Is the market in growth? What is driving growth?
Over the last five years Peperami has grown by more than 80%. It is now a £138 million brand, making it the UK’s number one best selling protein meat snacking brand. Currently, one in five UK households buys Peperami – a strong indication of its popularity and a solid foundation for further growth.
The overall meat snacking category has doubled in value over five years (Nielsen) and has the potential to double again. Protein snacks have moved beyond a trend to become mainstream, with nearly one in three UK households now purchasing meat snacks. This represents a clear opportunity for retailers that cannot be overlooked.
Shoppers are seeking tasty, convenient snacks that are perfect for quick boosts throughout the day, ideal for on-the-go, lunchboxes or at-home. Peperami continues to lead the chilled meat snacking market, driving innovation and maintaining its position as the number one brand in value sales worth £140m at retail sales value (Nielsen MAT April 2025).
Peperami operates within the ready to eat savoury meat snacking category, providing a flavoursome protein boost to pep up snack occasions both for on-the-go and active-at-home.
As the UK’s leading meat snacking brand and part of a global leader in protein snacks, Peperami is a key driver in this fast-growing market.
What makes Peperami unique?
Peperami is an iconic brand, instantly recognisable by its distinctive green packaging and the famous ‘Animal’ mascot, which has been the face of the brand since the early 1990s.
As the category leader, Peperami has driven growth in the meat snacking market by meeting increasing shopper demand for tasty, protein-packed snacks that pep up snack time. It’s a must-stock brand, enjoyed by both children and adults, and supported by heavyweight TV and through-the-line advertising campaigns featuring the iconic Animal – highlighting our investment both on the shop floor and through above-the-line activity to drive visibility and sales.
The Peperami range includes bestselling salami sticks made from 100% pork in four core flavours: Original, Hot, Firestick, and Chorizo. Our 5-packs are the number one bestselling product in the entire meat snack category.
To meet the fast growing demand, we have successfully launched a variety of formats including Original Lunchbox Minis, BBQ Lunchbox Minis, and Snack Boxes (Salami & Cheese).
Recently, we started building on different needs introducing Pizza Buns and a range of chicken snacks including our newly launched Chicken Tikka Skewers and relaunched Chicken Bites to meet growing demand. Peperami’s ongoing innovation, strong brand presence and investment ensure it remains at the forefront of the fast-growing protein meat snack market.
What are the key consumption occasions for meat snacks?
Meat snacks like Peperami are increasingly being chosen for a wide range of everyday occasions – from on-the-go snacking to lunchboxes, after-school treats and active-at-home occasions.
Peperami’s familiar branding and protein-packed format make it a trusted choice.
For parents, Peperami is a convenient, tasty option they know their children will eat — helping to reduce waste thanks to its long shelf life — making Peperami great value, especially during the current cost-of-living climate.
Young adults aged 26–35 are another key target group, often picking up Peperami in lunch meal deals or for on-the-go protein boosts. With more people working from home or adopting hybrid working patterns, we are also seeing growth in active at-home snacking — and with 9 in 10 snacks consumed at home (Mintel, 2023), it’s important to stock trusted brands that meet this demand.
Peperami is perfectly placed across all these key occasions, thanks to a range of convenient pack formats, bold flavours, and its standout brand appeal. Whether it’s part of a main shop or a grab-and-go purchase, Peperami delivers on taste, protein, and satisfaction – helping retailers drive repeat sales and shopper loyalty.
What are the key trends influencing the meat snacks sector?
The meat snacks sector continues to grow, driven by strong demand for tasty, high-protein snacks that offer convenience and satisfaction at home, on the go, or in lunchboxes.
Food-to-go is another key driver, with younger adults and busy families looking for quick, energising snacks they can grab from front-of-store or as part of meal deals. As eating habits evolve, meat snacks like Peperami are a natural fit thanks to their portability, protein content, and bold flavours. To strengthen our presence in chicken-based snacks, we have expanded our range with the launch of new Chicken Tikka Skewers, and relaunched Chicken Bites with an improved, superior taste.
From a retail perspective, visibility is critical. We advise stores to ensure Peperami is clearly visible, well stocked and within easy reach in the chiller to prompt impulse as well as planned purchases. Impact is significantly increased by brand-blocking Peperami SKUs together on shelf, inclusion in meal deals and placement on gondola fixtures really makes them fly off the shelves.
What does the future hold in store for the meat snacks sector?
The future looks very strong for the meat snacks sector. Chilled meat snacking is now one of the fastest-growing categories, playing a key role across convenience, grocery, wholesale and cash & carry. Shoppers are looking for convenient, high-protein, satisfying snacks continue to deliver against that need.
Peperami is helping to lead this growth. We continue to innovate to meet changing shopper demands, particularly around protein, taste, and convenience. This year, we have expanded our range with new Chicken Tikka Skewers and relaunched Chicken Bites tapping into the growing demand for leaner, protein-packed formats. These launches are already driving incremental category growth and bringing new shoppers into the segment.
We bring an incomparable taste to the chicken snack category — with the same boldness that has defined Peperami from day one. Our Chicken Tikka Skewers don’t just taste better; they make the competition taste like cardboard.
Tell us about the relaunch of Peperami Chicken Bites and launch of the new Chicken Tikka Skewers. What consumers are the new products targeting?
Peperami continues to lead the way in meat snacking, and our latest relaunch of £1 price-marked Chicken Bites and our new Chicken Tikka Skewers, brings even more opportunity for retailers to tap into growing demand for convenient, high-protein snacks. Our Chicken Bites are available in two bold flavours, Tikka and Roasted, each 45g chilled pack contains just 95kcal, making them ideal for calorie-conscious shoppers seeking flavour without compromise.
We are targeting a broad base of consumers with Chicken Bites – from busy young adults looking for on-the-go protein, to parents wanting healthier, satisfying snacks for the family. They offer standout value at £1 PMP and are perfect for lunchboxes, afternoon snacks.
Peperami new Chicken Tikka Skewers are designed to unlock the huge in-home eating occasion, which will expand Peperami’s reach into the fast-growing chilled chicken snacking segment, which is up 21% in the past two years and now worth over £165m. Crucially, 84% of sales in this area are incremental, which means real growth potential for retailers. (Nielsen)
With strong brand recognition, bold flavour, and a multi-channel marketing campaign already underway, our Chicken Tikka Skewers and Chicken Bites give stores a compelling new way to drive footfall, sales and margin from the chiller.
What marketing plans do you have to support your brand?
As the category leader, we are backing our latest innovation with a multi-million pound marketing campaign spanning TV, digital, social and in-store marketing. The campaign puts our bold Chicken Bites and new Chicken Tikka Skewers front and centre and it’s impossible to miss.
At the heart of the campaign is the return of Peperami’s iconic mascot, The Animal, brought to life through high-impact stop-motion animation. In true Peperami style, the TV ad crashes into the chilled aisle with unapologetic energy, waking up the nation’s taste buds and reinforcing our reputation for full-on flavour and bold snacking.
This is more than just a product launch, it’s our time to shake up the chilled snacks category and drive awareness, footfall and sales for our retail partners. The campaign went live across TV and digital channels from 8th May and is set to continue building momentum throughout the summer.
With high visibility and broad reach, our marketing is designed to keep Peperami front of mind with shoppers and front of shelf in stores.
Readers can watch the advert on www.peperami.tv
How can retailers maximise meat snacks sales?
To capitalise on growth in the meat snacks category, retailers should focus on three key areas:
1. Drive visibility – Position bestselling lines like Peperami Sticks, Lunchbox Minis, and Chicken Bites in high-footfall areas with clear POS to encourage impulse purchases. Secondary siting near food-to-go or meal deals can also increase basket spend.
2. Stock new products – Innovation is fuelling growth. Stock value-led, protein-packed NPD such as our £1 price-marked Peperami Chicken Bites and new Chicken Tikka Skewers. These deliver on key shopper trends: flavour, convenience, and affordability.
3. Focus on proven best sellers – Proven SKUs like Peperami 5-packs and single salami sticks remain strong performers across both family and on-the-go missions. Ensure availability to capture regular, repeat purchases.
By combining strategic ranging, bold merchandising, and smart use of innovation, retailers can boost sales and meet rising consumer demand for convenient, high-protein snacks.
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