Protein Snacks prospers with £100m Peperami brand
Protein Snack’s meat snacks brand has grown 87% in value sales in the past five years, finishing 2021 as a £100m brand.
During the year, sales of meat snacks skyrocketed by 24% in the UK’s chilled meat snacks category, driven by more health-conscious consumers seeking out treats functional benefits, particularly those high in protein.
To ensure the brand stood out in a crowded market, Peperami invested in a seven-figure campaign that spanned across PR, social media, TV and radio adverts, AR game and digital communications.
Dubbed ‘Ban the Bland’, the video content series saw three famous faces – including singer Olly Murs, TV presenter Joe Swash, and football star Rio Ferdinand – take part in a food-based experiment that aimed to right British snacking wrongs, which the producer claims racked up over 14 million views reaching 29 million people in the UK.
“Our mission was simple; deliver fame and increase purchases during a time when there was still uncertainty brought by the pandemic,” said Pavan Chandra, head of Peperami Marketing.
“We know our audience enjoys engaging video content and when fronted with talent that resonates with them, it’s always a success.”
Peperami has also continued to innovate and develop NPD, recently introducing multipacks and single versions of its Chicken Bites range, along with a new Chorizo 5 pack, made with 100% pork and launched at young adults with a sophisticated blend of flavours and spices, including paprika, garlic and onion.
To meet the demand for meat-free options, Peperami introduced its first vegetarian meat-free snack, Vegerami Chick’nless Bites, which are high in plant protein. The chick’nless bites are available to buy in Pep’d Up and Smokin’ flavours.
The snacks are launching in Tesco, with a broader roll-out to follow.
