Meaty snack brand Peperami, owned by Jack Link's, is set to launch a new beef variant, marking the first time that the company has introduced a new meat into its range for over 10 years.
The new addition comes along with the launch of a new pack design and outer case format, in a bid to increase sales by raising brand awareness and shelf presence.
The new beef variant will be made 100% from beef and will be available in two flavours, Classic and Peppered Beef. The company will promote the product with a six-figure campaign comprising of a TV sponsorship, a dedicated ad campaign, as well as a Beef Tour sampling campaign throughout June and July.
In the meantime, the new pack design will allow retailers to merchandise Peperami in three different ways depending on shelf space, including vertically, rather than horizontally, wide side in front and short side front facing, where shelf space is limited.
The new format will also sport simplified messaging and logo for maximum distinctiveness, with the packs set to be made available to stockists from mid-March.
Senior marketing manager at Peperami, Pavan Chandra, noted that the launch of the new product marks the company’s desire “to tap into a new and growing market,” where “there is little in the way of on-the-go beef snacks.”
He added: “We saw this as an opportunity to expand the brand and give consumers more choice alongside our already popular and iconic pork products.”
Commenting on the new pack format, he noted that “the design hasn’t changed fundamentally over the years,” and highlighted: “In a bid to focus on increasing in-store visibility, we have stripped the design back to the core messaging and core distinctive assets.”
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
