Well hung and meaty

Cruga Biltong is hoping to beef up sales with new packaging and a naughty new strapline.

Branded 'the well hung and meaty snack', Cruga Biltong has relaunched its top three flavours - original beef, peppered beef and chilli beef.

Cruga managing director, Matthew Townsend, said: "We are very encouraged by initial feedback to the relaunch."

Cruga claims to be the largest producer of biltong in the UK, a dried beef product traditional in South Africa, and makes its biltong only from British and Irish steak. Cruga makes biltong by hand-trimming and marinating the beef, before air-drying then slicing it.

Cruga's 25g bags are priced at 99p, and the company's distribution plans extend from retail outlets to forecourts and licensed premises. The ambient product has a 16-week shelf life.

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