King's jerky beef founder
Charlie Simpson-Daniel, founder of Kings.
Rebecca Wayman

York protein snack brand signs three-year deal with England Rugby

York-based Kings Elite Snacks has signed a three-year partnership with England Rugby to be its official meat and protein snack supplier.

The Moor Monkton makers of natural protein snacks including Jerky and Biltong, is also launching a limited-edition Rugby World Cup range this week across UK retailers.

Available in Biltong, Wagyu, Jerky, Salmon, Bacon and Veggie variants, the Kings rugby shirt-shaped packs will be stocked in Sainsbury’s Local and five major UK retailers.

Kings’ founder, Charlie Simpson-Daniel, said: “We’re a brand founded by ex England rugby players and the red rose emblem holds a special place in our hearts.

“This campaign celebrates the brand’s heritage and it’s the perfect vehicle for reaching new consumers who are yet to hear the Biltong and Jerky gospel.”

“We’re planning a major marketing and social media campaign around the partnership and we’re looking forward to seeing how the products are received by consumers across the UK in the 7,000+ stores they’re available in.”

The Kings Elite Snacks brand was founded in 2014 by a collective of international rugby players to offer tender, naturally high-protein, easy to use snacks. Today, Kings is said to be the UK’s number one Biltong and Jerky brand, and is part of the global group New World Foods.

The limited-edition rugby campaign encompasses the men’s Rugby World Cup in Japan, kicking off this Friday (September 20), with the final on November 2. The campaign will then continue to run during the 2020 Six Nations tournament beginning next February.

The England Rugby partnership also includes the HSBC World Rugby Sevens in 2020, and the Women’s Rugby World Cup in 2021, with the brand having ongoing retail and marketing activity planned to support the listings.

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