Product Review: King’s Snacks
Meat snacking in the UK is still in its infancy when compared to what’s on offer in other markets not so far away, however it’s becoming more and more popular. The market is, relatively speaking, wide open with Jack Links and The Jerky Group leading the way but acting quite complacently. In my opinion, this makes the category really exciting as it gives smaller producers a good chance to offer something different to the consumer and, quickly, build traction.
Jerky and biltong are both varieties of popular meat snacks that differ in origin and only slightly in preparation. Jerky originates from America and is smoke-cooked at a very low temperature. It is usually very sweet and can be quite tough (although it doesn’t have to be like the bottom of your shoe). Biltong hails from South Africa and is cured, air-dried meat. Biltong tends to be a little softer and more flavoursome.
The story from the guys at King’s Snacks resonates with me as I got into jerky and biltong when I was taking my rugby seriously. It’s a great, healthy way to get protein into your body and is much more effective than a lot of the meal replacement shakes that you see those fellas who look like they’re carrying carpets drinking in the gym! King’s Snacks is a brand supported by three rugby-playing brothers and backed by Mike Tindall so the nutritional benefits are inherent within this business.
Appeals to: health-conscious snackers, athletes and just about anybody on the move
The packaging is very clever. It’s very clean and crisp which reflects the natural product inside. This product’s packaging also demonstrates a departure from the cowboy or South African bull that seems to adorn any other packet of jerky and biltong from other kindred companies. The portion size is small but it’s inline with the marketplace.
£1.99 – this is more expensive than the market leaders but this does two things: sets it apart as a more premium eat and also drives cash back into the snacking category, which is something that it desperately needs.
Rib Eye Biltong
This is just heaven! The wetter the better for me! It looks as good as it tastes. It’s so soft and succulent that you could believe it had just been carved. It isn’t too peppery or salty but the seasoning is just right.
Now this is a relatively new one on me, I hadn’t had pork jerky before but, based on how good the biltong is, I was willing to give it a go. I wasn’t disappointed. Unlike the biltong this was very sweet but the meat was very tender and fibrous. I wouldn’t eat this all the time as a snack but it’s a great treat option.
This is the real acid test – does it stack up against the lower-priced market leaders? It blows the spots off them! Jack Links and The Jerky Group both have a really tough product that would make a cowboy’s eyes water with the strain of chewing; this jerky really doesn’t. It’s not as soft as the biltong so it does require some bite but it’s very recognisably beef.
Verdict – in a word, superb! This may sound a little ridiculous but not all jerky and biltong products resemble, in flavour or appearance, the meat from which they are produced. There’s no doubt in the King’s Snack product. So if you’re looking for a healthier snacking option or just a tastier snacking option I suggest you give Mike Tindall a call!