Irish Food Board hires TransgressiveX to develop Stript Snacks’ biltong

By Jenny Eagle

- Last updated on GMT

Bord Bia has hired TransgressiveX to develop Stript Snacks' biltong.
Bord Bia has hired TransgressiveX to develop Stript Snacks' biltong.

Related tags Brand

Bord Bia, the Irish Food Board, has hired TransgressiveX (TX) to further develop the Stript Snacks’ meat snack brand in Ireland.

The branding agency will use its ‘Brand eXchange Power Survey’ to gather intelligence on current brands, competitive opportunities and areas where thought and action leadership can be established.

Production, insight & marketing


Helen King, director of consumer insight at Bord Bia, told BakeryandSnacks the project is one example of more than 100 companies it works with on insights, branding and innovation.

We work alongside many Irish companies to implement best practice and create a more optimum environment for commercial success​,” she said.

We are already working with Kepak Convenience Foods and supporting project management work with TransgressiveX​.” 

Bord Bia promotes food and horticulture in Ireland and overseas, NPD (new product vevelopment) and bridges the gap between Irish producers and customers worldwide.

Bord Bia’s mission is to assist the Irish food, drink and horticulture industry to achieve international success not just in their production but with insight and marketing​,” added King.

She said London-based TX measures the impact of a brand at each point in the consumer journey, based on the psychological responses of consumers.

TX applies its own algorithm to determine the competitive position of the brand, then to show how to develop marketing.

Bord Bia’s Brand Forum, Dublin

The project will culminate in a joint case history and presentation called ‘How insight innovation can engineer a competitive advantage’, at Bord Bia’s Brand Forum in Dublin in October.

Kepak Convenience Foods and TX will present and share its approach to CEOs and CMOs in the Irish food and beverage industry at the event.

Fledgling Irish biltong brand Stript Snacks has been selected for investment and development to optimize its market potential. Marketed at consumers on the go, the air-dried beef steak pieces are high in protein, low in fat, and available in Red Chilli and Cracked Black Pepper flavors.

Stript Snacks says unlike some other jerky and biltong products, it has a shelf life of five months rather than a year or more because it doesn’t add any sugar or chemical preservatives.

Nadim Sadek, CEO of TX, said it will further support the programme with its ‘WorX consultancy’ to assist in aligning the business.

The eXchange framework underpins all TransgressiveX’s services​,” said Sadek. “It demonstrates the greatest brands create the strongest inclination to interact with people through the eXchange of values, across the whole consumer journey​.

Kepak Convenience Foods

With an integrated framework of clearer thinking, more appropriate measures, better data capture, more relevant analysis and more actionable brand guidance, it is the most commercially employable consumer insight ever made available to clients, eclipsing legacy systems​.”


TX worked with Kepak Convenience Foods recently to drive sales of its Rustlers brand in the micro snacking category. It now sells more than four packs per second in the UK.

TX’s Brand eXchange Power survey is a great move forward - from simply receiving data and information, to having an insight partner who gives us guidance that makes a difference to our business​,” said Kepak CEO Simon Walker.

Having worked with a variety of insight providers over the years, we have been astonished by how usable and specific the guidance from TX’s system has been for our brand​.

It's focused us to make the best use of our resources, aligned the whole business because of its intuitive coherence, and given the whole business greater clarity and confidence. It’s a huge and commercially powerful innovation​.”

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