UK-based Kerry Foods is to expand its Mattessons meat snack brand with the launch of a Chinese spare rib variant to the Fridge Raiders range.
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The UK unit of Ireland’s Kerry Group said the launch kicks off investment of around GBP5m (US$9.9m) in the brand this year.
Kerry Foods said Fridge Raiders sales had increased by over 300% last year with revenue from the brand reaching GBP6.4m. The meat snack category as a whole, Kerry Foods said, is worth GBP46m in the UK.
Mattessons marketing controller David Warren said the Fridge Raiders range had enjoyed “phenomenal growth” since its launch two years ago.
Warren added: “Strong brand growth is set to continue with heavyweight investment over the coming year, beginning with our biggest ever TV campaign.”
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