Frito-Lay, Jack Link’s Introduce New Line


PepsiCo’s Frito-Lay North America division, Purchase, N.Y., and Jack Link’s, Minong, Wis., have joined forces to launch a new meat snack line.


Frito-Lay will sell and distribute the new line under the Matador by Jack Link’s brand, aimed at young adults with action-driven lifestyles. 


“The Jack Link’s brand continues to drive growth in meat snacks, and the new line of Matador products and partnership with Frito-Lay will take that growth even further,” said Troy Link, president of Jack Link’s Beef Jerky. “Combining the taste and quality of Matador  meat snacks with the distribution, sales and merchandising capabilities of Frito-Lay gives our consumers more choices than ever before, while also delivering growth to our retailers and both companies.”


The Matador by Jack Link’s lineup will feature highly differentiated meat stick and jerky products and offer bold new meat snack options. The launch will be supported by an integrated action sports platform and dedicated advertising campaign, including sponsorship of the Dew Tour and top athletes in BMX, skateboarding and snowboarding.


“Jack Link’s remains 100% committed to delivering quality products, innovation, brand support and outstanding customer service to our valuable distribution partners who have helped to make Jack Link’s the No. 1 brand in meat snacks,” Link added.


“We are excited about this agreement and look forward to a strong partnership with Jack Link’s,” said Al Carey, Frito-Lay North America president and CEO. “Matador by Jack Link’s brings great tasting, high-quality innovation to meat snacks, and we’re confident that through Frito-Lay’s distribution, sales and merchandising expertise, we can continue to expand this important category.”


Frito-Lay will distribute and sell Matador by Jack Link’s meat snacks beginning Aug. 17. Existing Matador retail customers will receive full sales and distribution coverage through Jack Link’s direct sales and distribution partners until that time. All other Jack Link’s products will continue to be sold and distributed under the current system via existing distributors, wholesalers and direct retail customers.


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