The Curators

The Curators sells better-for-you meat snacks—air-dried beef, pork and chicken jerky, biltong sticks and high-protein trail mixes—priced in the mid-range (£2–£4 per 30 g bag). Products are gluten-free, low in sugar and under 120 kcal per serving. Distribution is omnichannel: DTC through wearethecurators.com, Amazon UK and a nationwide network of Tesco, Sainsbury’s, WHSmith, Boots and Holland & Barrett. The brand positions “jerky 2.0” as a gourmet, clean-label alternative to sugary protein bars. Recipes are developed with Michelin-trained chefs, use 100 % British & Irish grass-fed beef, and are slow-air-dried without nitrites or soy sauces. Flagship SKUs—Sea Salt & Pepper Beef Jerky and Korean BBQ Pork Jerky—won Great Taste Awards 2022-23 and are stocked in 1,200+ Tesco express lanes. Core buyers are 25-40-year-old urban professionals and fitness enthusiasts who want convenient, low-carb protein that fits desk drawers or gym bags. They value transparency (full ingredient lists on front of pack), British sourcing and flavour innovation over mainstream cured-meat brands. The Curators competes in the £200 m UK meat-snack segment against legacy jerky makers and protein-bar brands expanding into savoury. It differentiates through chef-led flavours, premium British meat, modern packaging and placement in the health aisle rather than the pub counter, carving out a niche between sports-nutrition utility and craft-food enjoyment.