An Australian producer of ‘soft’ jerky is set to shake up the UK’s burgeoning meat snacks market after securing a listing with Tesco.

Mariani’s Original Soft beef Jerky will go into about 1,000 stores at the beginning of June (rsp: £1.99 for 50g). By comparison, market leader The Jerky Group currently sells its Wild West Original Jerky in Tesco for £2.99 for an 85g bag.

Mariani’s European sales director, Adrian Plant, said his jerky was a lot softer than the conventional “shoe leather”jerky. “I think it will get consumers to reappraise the category and realise jerky isn’t just something for young people with strong teeth.”

Two new flavours will launch soon, he added.

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