A scrum of former England rugby internationals has appointed Aberfield Communications to launch a new range of biltong and jerky snacks.

KINGS_ELITEKings Elite Snacks was founded by Mike Tindall and brothers Charlie, Mark and James Simpson-Daniel, to specialise in low calorie, high protein cured meats.

Last year it was bought out by New World Foods for an undisclosed sum and the product is now manufactured in York.

“We’re thrilled to be working with Kings Elite Snacks to launch its new range of products. Our campaign will focus on educating and positively influencing its audiences about its great taste, as well as the nutritional values of each product, via a dedicated communications strategy,” said Christian Dente, consultant at Aberfield Communications.

The Leeds agency was appointed following a competitive pitch and will now embark on a consumer media relations campaign, video content and production as well as social media management.

Aberfield demonstrated a very strong understanding of our products and business objectives, which was really important to us,” added Charlie Simpson-Daniel, Kings Elite Snacks co- founder and director.

“The team have significant experience of working with global brands in the food and drink sector, and an unparalleled insight into the category, so it was a natural decision to work with them on this campaign.”