A NORTH Yorkshire producer of meat based snacks is set to report record sales this month as it launches three new product ranges.

York based, New World Foods (Europe), which manufacturers biltong and jerky under its flagship brand Kings Elite Snacks, has also agreed an exclusive two-year contract to supply own label lines to Lidl in the UK, Ireland and Europe.

The deal, and the launch of three new products, follows a £1 million investment in the company’s manufacturing capabilities in Moor Monkton earlier this year, where the business produces more than two million packets of its dried meat snacks every month.

Kings is now poised to become the UK’s largest biltong and jerky brand, bolstered by the launch of three new lines in Tesco, seven in Asda and six in Sainsbury’s.

New ranges launched by Kings include Wagyu Beef Biltong and Jerky, an ambient Vegan range and a refrigerated flexitarian offering which includes vegan, vegetarian and free-range chicken snacks.

As well as Lidl the company also supplies own label lines to Asda, Aldi and the Co-op.

Kings Elite Snacks was founded by England rugby union players and brothers Charlie, Mark and James Simpson-Daniel and rugby world cup winner Mike Tindall in 2014, before being acquired by the global snacks group New World Foods in 2015. Re-launched in July 2015, within 12 months Kings’ Biltong & Jerky was stocked by every major retailer in the UK.

Charlie Simpson-Daniel, managing director of New World Foods (Europe) said: “I’ve been on an incredible journey with the brand and I am delighted with the progress we have made in major retail.

“The most rewarding aspect of this is the number of new consumers entering meat snacking for the first time through Kings. We are very ambitious and we are here to turn this category into a £100 million space with our new consumers and our new ranges being pivotal to achieving this goal.

“Kings Wagyu is the best tasting product the business has ever produced, our ambient vegan protein range is about to land in five major retailers and we are due to take our first steps into chilled snacking with our flexitarian range landing in Sainsbury’s at the end of the month.”

New World Foods (Europe) manufactures its snacks on the outskirts of York and employs more than 50 full-time staff with this number expected to reach 60-70 employees in the next six months.