BiFi

BiFi is a German meat-snack brand whose name is derived from the English adjective “beefy,” referring to a meaty character. The brand was introduced in 1972, initially for a single small salami product. It subsequently expanded into a broader range of individually packaged meat snacks, with BiFi Original, BiFi Roll, and BiFi Carazza becoming its best-known offerings. The brand is associated with portable, ready-to-eat savory snacks rather than with traditional meal products. The brand originated at Schafft Fleischwerke in Ansbach, Germany. After Schafft Fleischwerke became part of Union Deutsche Lebensmittelwerke GmbH, BiFi entered the Unilever product portfolio. This placed the brand within a large international consumer-goods group while preserving its German manufacturing association. The original facilities in Ansbach continued to manufacture BiFi meat snacks, linking the brand’s later ownership structure with its historical production base. BiFi Roll was introduced in 1987 and became one of the brand’s most popular products. It combined the core meat-snack proposition with a roll format, creating a more substantial handheld snack. BiFi Carazza followed in 1994 and extended the range into a filled, pizza-inspired format. Alongside these products, BiFi developed additional meat-snack variants, with more than ten products distributed under the brand according to the cited reference material. In February 2014, Unilever sold BiFi and its related meat-snack brand Peperami to Jack Link’s, a US-based company described in the reference material as the world’s largest meat-snack producer. The transaction transferred BiFi from a diversified European consumer-goods portfolio to a specialist meat-snack company. Jack Link’s ownership connected BiFi with a wider international meat-snack business while retaining the brand’s German identity and Ansbach production heritage. In 2017, BiFi refreshed its logo and packaging. The redesign was supported by a large television and online campaign built around the claim “It’s right when it feels right.” The campaign presented the brand in a more contemporary visual and communications style while continuing to emphasize the immediacy and sensory appeal of snack consumption. BiFi’s positioning consequently combines German market heritage, convenient portability, and an indulgent savory-snacking occasion. BiFi is best understood as a consumer food brand rather than as a standalone company. Its products are sold under Jack Link’s ownership, and its publicly documented identity is centered on packaged meat snacks manufactured in Germany. The available reference material does not establish a separate corporate headquarters, a public listing, a founder, or a current executive team for the brand. Its principal documented market is Germany, although ownership by Jack Link’s provides an international corporate context.

BiFi was introduced in Germany in 1972. The name was initially attached to a single small salami product and was derived from the English adjective “beefy,” conveying the product’s meaty character. Over time, the name developed from a single-product designation into a broader brand covering a range of packaged meat snacks. The brand’s early industrial history is linked to Schafft Fleischwerke in Ansbach, Germany. When Schafft Fleischwerke became part of Union Deutsche Lebensmittelwerke GmbH, BiFi entered the Unilever product range. This change brought the brand into the portfolio of a multinational consumer-goods company, while production remained associated with the original Ansbach facilities. The continued use of those facilities is an important part of BiFi’s documented German manufacturing heritage. BiFi expanded beyond its original salami format during the 1980s and 1990s. BiFi Roll was introduced in 1987 and became one of the brand’s most popular products. Its roll format made the snack more substantial and portable than the original small salami. BiFi Carazza was introduced in 1994, adding a filled, pizza-style product to the range. These products joined BiFi Original as the brand’s most prominent offerings. The documented range later grew to more than ten products. A major ownership change occurred in February 2014, when Unilever sold BiFi and Peperami to Jack Link’s. Jack Link’s was identified in the reference material as the largest meat-snack producer worldwide. The acquisition moved BiFi from Unilever’s diversified food portfolio into the portfolio of a specialist meat-snack producer. The transaction did not erase the brand’s German production identity: BiFi meat snacks continued to be manufactured in the original facilities of Schafft Fleischwerke in Ansbach. In 2017, BiFi underwent a visual identity update. The logo and packaging were revised, and the new design was launched alongside a large television and online advertising campaign. The campaign used the claim “It’s right when it feels right,” framing the brand around subjective enjoyment and the spontaneous appeal of eating a savory snack. This was a brand-refreshing step rather than a documented change in ownership or product category. BiFi’s documented development therefore consists of four main phases: its creation as a German small-salami brand in 1972; its integration into the Unilever portfolio through the corporate history of Schafft Fleischwerke; its product diversification through BiFi Roll and BiFi Carazza; and its transfer to Jack Link’s in 2014, followed by a visual and marketing refresh in 2017. The available reference material does not provide a separately documented founder, corporate headquarters, executive roster, financial performance, or detailed distribution map beyond the brand’s German base and its connection to Jack Link’s.

• 2017

  Logo and packaging redesign

  [1]BiFien.wikipedia.org

  BiFi introduced a revised logo and packaging design supported by a television and online campaign.

• 2014

  BiFi acquired by Jack Link's

  [1]BiFien.wikipedia.org

  Unilever sold BiFi and Peperami to Jack Link’s in February, making the specialist meat-snack company BiFi’s owner.

• 1994

  BiFi Carazza introduced

  [1]BiFien.wikipedia.org

  BiFi Carazza added a filled, pizza-style meat snack to the brand’s growing product range.

• 1987

  BiFi Roll introduced

  [1]BiFien.wikipedia.org

  BiFi Roll expanded the brand beyond its original small-salami format and became one of its most popular products.

• 1972

  BiFi brand introduced

  [1]BiFien.wikipedia.org

  BiFi was introduced in Germany as the name for a small salami product, with the name derived from the English adjective “beefy.”

A convenient, portable German meat-snack brand focused on ready-to-eat salami and filled savory snack formats.

• Small salami snack · 1972

  BiFi Original

  BiFi Original is the core product associated with the brand’s beginnings. It is a small, individually packaged salami-style meat snack and represents the format for which the BiFi name was originally introduced in 1972. The product anchors the wider range and expresses the brand’s central proposition: a compact, ready-to-eat savory snack designed for portable consumption.

• Filled meat-snack roll · 1987

  BiFi Roll

  BiFi Roll is a roll-format product introduced in 1987. It broadened the brand’s offer beyond the original small salami by combining a meat-snack component with a handheld roll format. The product became one of BiFi’s most popular offerings and helped establish the brand as a producer of more substantial portable snacks as well as individual salami products.

• Pizza-style filled meat snack · 1994

  BiFi Carazza

  BiFi Carazza was introduced in 1994 as a filled, pizza-style variation within the meat-snack range. It extended BiFi into a more prepared and flavor-led format while retaining the brand’s portable, ready-to-eat positioning. Alongside BiFi Original and BiFi Roll, it is identified as one of the brand’s most popular products.

• 2017It's right when it feels right

  Germany

  BiFi launched its revised logo and packaging through a large-scale television and online campaign centered on the claim “It’s right when it feels right.” The campaign supported a refreshed visual identity and emphasized the immediate, subjective enjoyment associated with the snack.

  Outcome. The documented outcome was the introduction of BiFi’s updated brand appearance across packaging and communications. No performance figures are provided in the reference material.

  Source

• 2017

  Brand identity and packaging refreshStrategy

  Background

  BiFi remained a packaged meat-snack brand under Jack Link’s ownership and updated its consumer-facing presentation.

  Action taken

  The brand revised its logo and packaging and introduced the new look through television and online advertising using the claim “It’s right when it feels right.”

  Aftermath

  The redesign established a more contemporary visual presentation for BiFi. The available source does not report specific sales or market-share effects.

  Source

• 2014

  Sale of BiFi from Unilever to Jack Link'sM&A

  Background

  BiFi had been part of the Unilever product range following the integration of Schafft Fleischwerke into Union Deutsche Lebensmittelwerke GmbH. Unilever subsequently sold its meat-snack brands BiFi and Peperami.

  Action taken

  In February 2014, Unilever transferred ownership of BiFi and Peperami to Jack Link’s, a specialist meat-snack producer.

  Aftermath

  BiFi became part of Jack Link’s portfolio while continuing to be associated with production at the original Schafft Fleischwerke facilities in Ansbach, Germany.

  Source

1. 1BiFien.wikipedia.org