Kerry revamps UK meat snacks range

Kerry Group is putting its Fridge Raiders brand at the heart of a revamp of its meat-snacks portfolio in the UK.

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The Ireland-based company is to put all its protein snacks on sale in the UK under its Fridge Raiders brand, including products previously marketed under the Mattessons, Fire & Smoke and Go Go’s brands.

Kerry said the move would help it “capitalise” on growing demand for protein-based snacks in the UK, while repositioning the Fridge Raiders brand and broadening its appeal.

“The previous positioning of Fridge Raiders targeted teenagers who, together with kids, represent 15% of snacking occasions. However, we see a great opportunity to widen its appeal amongst adults, capturing the broader 85% of snacking occasions. We want consumers to identify Fridge Raiders as a smart snacking solution, targeting adult snackers who want to get the most out of every day,” Alastair Gibbons, the marketing manager for Fridge Raiders at Kerry’s UK consumer foods arm Kerry Foods, said.

The broader portfolio of Fridge Raiders products has new packaging and will be backed by a GBP3m (US$4m) marketing campaign.

Free Whitepaper

What is the impact of historically high inflation on the UK consumer landscape?

Why has global inflation returned with a vengeance?
What is the current inflation situation in the UK?
What impact is inflation having on UK retail sales?
What tactics are businesses relying on to tackle the effects of high inflation?
How are consumers changing their behaviors to cope with the higher cost of living?
Which industry sectors are most vulnerable to reduced consumer demand?
How is the government responding to high inflation?
How long will high inflation last in the UK?
How can your company survive and thrive in a high inflation environment?

Enter your details here to receive your free whitepaper and ready your business for these increasingly uncertain times.

By GD50 Custom