Yorkshire sports nutrition firm acquired

SPORTS nutrition brand Kings Biltong has been acquired by New World Foods Europe.
 
Created by brothers, and former England Rugby representatives, Charlie, Mark and James Simpson-Daniel, Malton-based Kings Biltong is a high-protein air-dried beef snack.
 
The agreement with York-based New World Foods Europe, for an undisclosed sum, aims to secure nationwide grocery listings to become the number one brand in the UK biltong and jerky market.
 
Following the deal, New World Foods Europe, which is owned by Australia-based Mariani Foods, will integrate the production of Kings Biltong into its York headquarters.
  
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 managing director Roland Froebel added: “We thoroughly believe that King’s Biltong has incredible potential to fill a gap in the market for a great tasting, British protein-packed snack, and become a category leader.”
 
The deal was overseen by York-based Langley’s Solicitors.

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