|Introduced||1955 / 1982|
|Markets||United Kingdom, Germany|
Peperami is a pork sausage snack manufactured by Unilever in Germany. According to Unilever, it was first shipped to the UK by accident in a container which was supposed to be carrying pâté. The company decided to attempt to sell the shipment to the UK market under the brand name 'Peperami'. Several new varieties have been introduced over the years with varying degrees of success. Peperami may be interpreted as a portmanteau of the words "pepperoni" and "salami", but the company does not want the product to be misunderstood as a combination of these different meats. In the year 1955, Peperami was one of the products from Nabisco. When the mistake was made, the company tried the meat snack and enjoyed it. Thus, Unilever relaunched the snack.
In 2007, to try to retain appeal to an ever more health conscious market, the manufacturers of Peperami revised the formula to produce a product with a reduction in fat, saturated fat and salt content.
In Germany, the snack is alternatively sold as BiFi and instead made out of beef. Some discontinued peperami products in Britain are still available under the BiFi brand in Germany. Another spin-off snack in Germany is the Ranger stick.
In 2011, Peperami released a series of dog toys featuring the familiar Animal character. Toys include the "Salami saucer", "salami screamer", "the little nipper", "the big one", "meaty muncher", "the football fetch toy", "sausage stretch" and "flaming finger"
Unilever announced that on 21 February 2014, it has signed a definitive agreement for the sale of its meat snacks business to Jack Link’s, for an undisclosed amount.
The sale includes the brands Bifi, sold in Germany, Benelux, Austria and Switzerland, and Peperami, which retails in the UK and Ireland.
- Original, sold in a green packet (available in regular and snack size types). Introduced 1955. Spiciness: Mild.
- Hot, sold in a red packet (available in regular and snack size types). Introduced 1987. Spiciness: Hot.
- Firestick, sold in a black packet (available in regular only). Introduced 2003. Spiciness: Extremely Hot.
- Wideboy, sold in a green packet and the same flavour as Original; only wider in dimension. Introduced 1996.
- Peperami Dunkers, a snack-size sausage with a dipping sauce
- Peperami Bunch of Five, packs containing five small Peperami sticks, introduced 1995.
- Peperami Nibblers, bite-size sausages (about half the length of the snack-size sausages) in a bag. Introduced 2010.
- Peperami Lunchbox Minis (formerly Peperami Minis). A small bag of snack-size sausage, similar to Dunkers. Launched as Lunchbox Minis in 2008.
- Peperami Pizza, a 7" thin crust cheese and tomato pizza with peperami slices in lieu of peperoni. Distributed by Bakkovar, who made its unique crisping disk. Introduced 2009.
- Pork Farms Peperami Spicy Hit: 6 Snack Sausage Rolls, six small sausage rolls - the sausage is a Peperami.
- Barbecue, sold in a purple packet (available in regular and snack size types); a barbecue-flavoured version of the Original. Introduced 2009. Spiciness: Mild.
- Peperami Sarni, a handheld snack with sausage, tomato sauce, and cheese, wrapped in soft bread. Introduced 2004.
- Canniballs, a sausage wrapped in crusty brown bread. Introduced 2004
- Peperami Noodles, a snack similar to Super Noodles which comes with Peperami slices and powdered flavouring. Introduced 2005
- Cheezie Peperami sold in an yellow packet; a version of the Original pepperami but made entirely from a "spicy" processed cheese. Introduced August 1997
- Peperami in a Roll, sold in a green packet; an Original Peperami wrapped in hard bread. The BiFi version, BiFi Roll Pepperoni, is still available. Introduced 2006.
- Gobbler, sold in a purple packet (the colour was later acquired by the barbecue flavour); a turkey-flavoured version of the Original. Introduced 1996.
Since 1993 the brand has been advertised by a talking peperami known as "the Animal" ("That crazy wee fella"), who was voiced by Ade Edmondson until 2010 and since 2014 is voiced by Enn Reitel. The product is marketed as The Spicy Meat Snack with the slogan "Peperami: It's a Bit of an Animal".
Each variant of Peperami has a different version of the tagline. The snack size types are marketed under the tagline "Peperami Mini: It's a Little Bit of an Animal". (changed to "Peperami Lunchbox Minis: It's a Little Bit of an Animal"). The hot variety was marketed with the tagline "Peperami Hot: It's a Fiery Peperami". The firestick variety was marketed with the tagline "New Firestick: It's a Red Hot Peperami". The noodles were marketed with the tagline "Peperami Noodles: It's Peperami, Gone a Bit Noodles". The barbecue flavour was only marketed with the tagline "New BBQ Flavour Peperami". For a brief period in 2007, Peperami had a new slogan, "Peperami, 100% Pork Salami". When the Gobbler was still available, the slogan was "New Peperami Gobbler: It's A Bit of Alright". The Cheezie variant never had a slogan, instead the cheezie character DJ Cheezie (voiced by Lenny Henry) would normally say something ( Usually Any Hotter, I'd be Fondue )next to an image of the snack and 'New!' banner. DJ Cheezie appeared in the first four advertisements for the snack. He resembled a yellow version of "the animal" with hair, and ran a fictional radio station.
In the late 1980s, starting in 1987, before "the animal" was featured in the advertiments, a series of advertisements with the slogan "Get Your Teeth Into A Peperami" aired instead. One such advertisement from 1989 titled Venus Fly Trap saw a man feed a venus fly trap a Peperami.
Unilever recently decided to drop its ad agency of 16 years, Lowe, and has turned to the crowdsourcing platform IdeaBounty to find creative ideas for its next Peperami TV campaign. Unilever had worked with Lowe on the snack food brand since 1993, but decided to crowdsource its brief and take “The Animal” to the public, rather than a small team of creatives. The result was the advert for the latest product, Peperami Nibblers, marketed with the tagline "New Peperami Nibblers: They're Little Bits of an Animal". Likewise, Unilever used integrated agency Billington Cartmell to tie into the 2010 Football World Cup, with the character – now transformed into the "Fanimal" – on posters (notably in pub's gents toilets with risque slogans), print ads, radio spots, an interactive website and even distributed in the form of a shouting rubber mascot.
Other advertisements, in other media aside from television, include Animal, released in 1996 as an advergame, and a notable ad, printed in magazines and on billboards, featured the "Animal" burning on a heater, as a launch for their new Firestick flavour. This ad was accompanied by a television advert titled Arson Fire (which was a remake of the ad for the Hot flavour).
Some of the television adverts appear on the Peperami website. These are Horror Movie (July 1993), Wimp (March 1994), Kebab (May 1994), Arson Fire (March 2004), Tender (September 2008) and Exfoliate (September 2008)
In May 2014, after a four year break a new advert was launched featuring the Animal eating one of his hands as part of his five a day.
In april 2015 Jack Link's launched a new series of adverts for Peperami and BIFI, starring the original animal after a new and tasty make-over. The ads were directed by Pierre+Bertrand and produced by creative agency BSUR and production company Not To Scale Amsterdam.
- Get Your Teeth Into a Peperami (1988-1989)
- It's a Bit of an Animal (1993–present)
- Are You Barmy about Salami? (2007–present, used on packaging)
- Peperami, 100% Pork Salami (2007)
- The Spicy Meat Snack (1988-2007, used on packaging)
- A Bit of Fun for Your Animal (2011–present, used on the dog toys)
- It's a Little Bit of an Animal (for Peperami Minis, later Peperami Lunchbox Minis), They're Little Bits of an Animal (for Peperami Nibblers)
- Share, Snack & Scoff' (for Peperami Nibblers, used on packaging)
- It's a Fiery Peperami (for Peperami Hot)
- It's a Red Hot Peperami (2004, for Peperami Firestick)
- It's Peperami, Gone a Bit Noodles (for Peperami Noodles)
- It's a Bit More of an Animal (for Peperami Wideboy)
- New BBQ Flavour Peperami (for BBQ Peperami)
- It's a Bit of Alright (1996, for Peperami Gobbler)
- Any Hotter, I'd be Fondue (1997, for Peperami Cheezie)
Peperami Original is generally made with 37.5g of pork meat for every 25g of sausage and Peperami Wideboy is made from 60g of pork meat per 40g sausage. The discrepancy is due to weight loss when the meat is dried, from the loss of moisture in the meat.
- Peperami Original are 44% fat.
- Peperami Wideboy are 49% fat.
- Peperami Hot are 44% fat.
- Peperami Firestick are 44% fat.
- Peperami Mini are 30% fat.
- Unilever also make a much similar snack in Germany called the BiFi. This snack is much similar to the Peperami, except it is made of beef. Traditionally, BiFi has yellow packaging over Peperami's green, although the 'BiFi Roll Korn' has green and yellow packaging. Various flavours and variants of BiFi include:
- Original - The original BiFi, almost half the size of a peperami
- Original XXL - Wider original BiFi, almost the size of a peperami
- Roll - Similar to Peperami Cannibals
- Carazza - Similar to Peperami Sarni. A larger version called Carazza XXL is also made.
- Peperoni - A regular Original bar (size of XXL) but instead made of pepperoni, making it more like a peperami
- Minis - Bags of small original BiFis. Similar to 'Peperami Minis', 'Peperami Lunchox Minis' and 'Peperami Nibblers'
- Unilever also make a similar snack in Germany called Ranger. Ranger comes in dark red packaging and is essentially BiFi sausage in tomato sauce and a bread roll. BiFi own the product, technically, and mark it as one of their own products, thus the relation to Peperami.
- The original stick is the only Peperami variant to be sold in different sizes, these being regular, mini, 'nibblers' and 'wideboy'.
- The 'Peperami Firestick' was introduced in 2004, along with Cannibals and Sarni.
- Peperami website
- Unilever goes crowdsourcing to spice up Peperami's TV ads, By Mark Sweeney, The Guardian, August 25, 2009.