New World Foods is looking to extend distribution for its market-leading Kings, Wild West and Cruga jerky and biltong meat snacking brands deeper into the convenience and foodservice channels.

New World Foods already produces 80% of the jerky in the UK, including the top two leading brands, Kings and Wild West. Cruga, meanwhile, is the UK’s second most popular biltong brand after Kings.

RH Amar’s remit will be to grow the brands’ footprint in wholesale and foodservice, as well as to launch new additions to the New Worlds line-up including Speyside Smokehouse Salmon Jerky, which will be coming soon.

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