Member Article

Malton sports nutrition firm acquired by New World Foods Europe

Malton-based sports nutrition brand Kings Biltong, founded by former England Rugby reps, has been acquired by New World Foods Europe, for an undisclosed sum.

Created by brothers and former England Rugby representatives, Charlie, Mark and James Simpson-Daniel, Kings Biltong is a high-protein air-dried beef snack made from only the finest and leanest cuts of 100% British beef.

The agreement with York-based New World Foods Europe, for an undisclosed sum, will further support the growth of the Kings Biltong brand with the aim to secure nationwide grocery listings to become the No.1 brand in the UK biltong and jerky market.

The deal was overseen by York-based Langley’s Solicitors.

New World Foods Europe will integrate the production of Kings Biltong into its York headquarters.

Formed in 2012, Kings Biltong is the official supplier of Gloucester Rugby, Yorkshire CCC and Lancashire CCC.

Kings Biltong will be rebranded in a marketing project led by Kings Biltong director Charlie Simpson-Daniel and New World Foods Europe managing director Roland Froebel.

Kings Biltong director Charlie Simpson-Daniel said “We’re thrilled to have shaken hands with Roland and the team at New World Foods Europe. It’s a progressive move that will allow us to cater for the increasing consumer demand for Kings Biltong.

“The deal is the perfect fit for Kings Biltong; New World Foods Europe share our ethos for producing high quality, great tasting products and with its manufacturing experience together we can take King’s Biltong to the next level.”

New World Foods Europe’s UK product range portfolio includes Mariani Soft Beef Jerky, Bare Earth biltong and also caters for numerous customer branded products.

New World Foods Europe managing director Roland Froebel said: “We were tremendously impressed when we met Charlie, not just in the product itself, but with his passion, drive and vision for King’s Biltong.

“He will be a great addition to the team we’re building at New World Foods.”

This was posted in Bdaily's Members' News section by Clare Burnett .