NPD Tracker – Ember launches biltong in ‘shot’ format

Ember, the London-based biltong brand is adding a new on-the-go, 'shot' format to its range.

And, six months after the business was born, it has also secured UK supermarket listings with Sainsbury's and Waitrose for the full range.

Its products will also now be available through the UK delivery service Ocado.

The new 16g mini packs contain 10g of protein and offer bite-sized slices of biltong in an on-the-go format, which the company claims is a first for the biltong and jerky category.

They have an RRP of GBP1.40 (US$1.96).

All Ember products are sugar free, gluten free, low in calories and available in two flavours; Original and Chilli.

The shots will launch front of store in 212 Sainsbury's stores from 8 April followed by 297 Waitrose stores from 25 April with the bigger 30g bags launching in the snacking aisle in 270 Waitrose stores (30 April) and Sainsbury's stores from July.

Ocado will be listing the full range from...

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