Exotic meat brand The Lions Kingdom has launched six ostrich, buffalo and antelope products into Sainsbury’s stores nationwide.
The range includes Ostrich Fillets (rsp: £5.75/250g), Ostrich Grillsteaks (rsp: £4/240g), Antelope Burgers (rsp: £4.50/240g), Antelope Sous Vide Steaks (rsp: £6/250g), Buffalo Burgers (rsp: £4/250g) and Buffalo Steaks (rsp: £6/250g).
The company, co-founded by former England ruby player Charlie Simpson-Daniel, said it brought “some of the planet’s healthiest and most natural proteins directly to mainstream consumers”.
Simpson-Daniel said the brand had been helped by the unfamiliarity of the product. “No one ever eats ostrich, antelope or Cape buffalo and doesn’t tell at least one person about the experience and so we spread very organically by word of mouth,” he explained.
According to Kantar, the business has grown around 15% year on year in value and volume.
“We also, due to the challenges in the beef industry, represent a healthier protein but also one that is incredible value,” Simpson-Daniel added. “After all, two ostrich fillet steaks or buffalo steaks will cost between £5.35 and £6 – excellent value versus beef.”
Simpson-Daniel previously founded Kings Elite Snacks in 2014, which he sold to Valeo Foods in 2021 in a deal worth over £40m.
The announcement comes as The Lions Kingdom prepares to announce a partnership with a major sporting team, which the company said would raise awareness of its “high-quality, great-value proteins” among health-conscious consumers.
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