About Kings
Kings (trading as Kings Elite Snacks) is the UK's leading provider of gourmet biltong and jerky, founded by three England rugby-playing brothers - the Simpson-Daniels - with a passion for creating the planet's greatest meat snack offering. The brand is handcrafted in York and has become the fastest-growing UK dried meat snack brand. The vision behind Kings was to offer consumers a tender, high-protein, low-calorie snack without compromising on taste. True to its sporting heritage, Kings holds a three-year sponsorship deal with England Rugby as their official meat and protein snack supplier. Produced by New World Foods (Europe), Kings secured several new supermarket listings following a £1 million investment in manufacturing capabilities at their York facility. The range includes beef jerky and biltong made with 100% British and Irish beef, wagyu jerky, salmon jerky, and plant-based alternatives for vegetarians. Kings is pioneering high-quality ambient meat snacking across the UK, positioning itself as the go-to choice for health-conscious consumers, athletes, and meat snack enthusiasts seeking protein-rich, convenient fuel for their active lifestyles.


