New World Foods, formerly Mariani Foods, has launched its Local Legends Beef Jerky brand into Japan.
The Local Legends product was originally intended for the Australia market alone, where it has achieved an 84% compound growth rate since its launch in 2012.
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Demand for beef jerky products in Japan – where, according to the firm, the sweet and savoury snack market is valued at A$12bn – has seen the firm distribute the Local Legends product across the country via a local player.
“We are pleasantly surprised with the level of uptake and the interest in the brand in Japan, a market the product was not initially designed for,” said managing director Don Nisbet.
The company has been selling its Mariani Beef Jerky product in Japan since 1987.
Speaking to just-food, Nisbet added: “The Japanese market has been traditionally very conservative. However, Local Legends is seen as a progressive, youthful and modern Australian brand and the Local Legends Jerky is our new generation jerky – soft, easy to eat, which comes in a range of delicious flavours suited to the Japanese palate.
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