The Jerky Group has launched new Rocking JC beef steak nuggets, aimed at widening the brand’s appeal. The new product has a softer texture than traditional jerky, making it easier to eat, and the nugget format is thought to be more accessible to consumers, particularly women.

Sales director James Newitt says the beef-snack sector has masses of opportunity, offering a tasty high-protein, low-fat snack: "We believe it is currently worth around £5m and set to reach £35m by 2010."

The company is targeting forecourts and impulse outlets, as well as multiple retailers and the pub trade.

Beef-steak nuggets are available in a 25g trial bag in a clip-strip display format, 12 on a strip, with a rrp of 99p to £1.09.

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