Who We Are

New World Foods (Europe) Ltd, which represents the meatsnacks division for Valeo Snackfoods, occupies c. 80% of the UK manufacturers market share with its four core brands covering all customer snacking occassions:

  • Kings Elite Snacks – The UK’s leading biltong and jerky brand. A tender, high protein, low calorie delicious snack range with a strong British heritage.
  • Cruga – The No.1 UK biltong brand. An Artisan biltong with authentic African heritage.
  • Wild West – The UK & EU pioneering beef jerky brand appealing to consumers with an active lifestyle and a passion for the outdoors and exploration.
  • Speyside Smokehouse – Premium, innovative and unique salmon jerky, a healthy alternative to other meat substitutes.

NWFE is a vertically integrated manufacturer with its branded products sold via all major UK grocers and discounters, convenience stores, forecourts and other independent retailers. The business has a growing direct-to-consumer offering via its online brand platforms, and through Amazon, OCADO and other retailers. It also offers premium private-label manufacturing for major UK and International grocers such as Tesco, Lidl, Aldi, REWE and M&S.

The company has a vertically integrated robust supply chain. It has three well invested production facilities in York and Scotland.

The company sources quality beef, pork, chicken, salmon predominantly from the UK & Ireland and only from accredited, approved facilities. Wagyu beef is sourced from both Australia and the UK.

The company has recently diversified its protein offer to include vegetarian snacking solutions.

Our Vision

To create healthy and delicious protein snacks.

To be authentic, adventurous and ethical in everything we do.

Creating snacks that meet consumers’ needs for an active & healthy lifestyle.

All Our Meat Snacks Are





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