Beer-friendly snacks
Made for Drink’s far-reaching ‘flavour compass’ has headed south, homing in on a traditional South African treat – made from 100% grass-fed Irish beef.
Made for Drink’s Original Seasoning Biltong will launch into Waitrose stores across the UK on 22 October for an RRP of £2.95 (30g).
“Our ongoing ambition is to provide our retailers with common sense trade up opportunities within the snacks category, which is why we prioritise discerning ‘me-time’ moments, specifically Thursday/Friday night with a drink,” said founder Dan Featherstone.
“We seek to make these moments as delicious and as memorable as possible, which is why we’re always on the lookout for any gaping gaps where we can introduce real innovation and best-in-class intentions.
“Biltong is one of the world’s greatest beer-friendly snacks that has been making positive strides in the UK marketplace in recent times. We felt the moment was ripe for a best-in-class biltong made with 100% Irish grass-fed beef, which is why we approached a well-established biltong producer with proud Eastern Cape ties who’ve relocated to Northern Ireland.”
The brand is also launching its flagship potato crisp, English Truffle, also making its debut in Waitrose in October for an RRP of £1.25 (40g).
“We’ve known for some while that we were onto something pretty special with our English Truffle crisps and have focused on what we do best, building meaningful distribution – Fat Duck, Fortnum & Mason, The Mandarin & Oriental Hotel and the Perfectionist Café Heathrow. Further moves into WH Smith Travel and Touts have seen sales snowball, while our Waitrose debut will provide us with enviable nationwide distribution, showing once again the countless possibilities that exist to take a simple, trusted product and take it into a new, totally delicious orbit.”
The biltong and crisps join Made for Drink’s meaty portfolio, that includes Duck Fritons (perfect with IPA), Chorizo Thins (Rioja) and Salami Chips (Pilsner).