Frito-Lay, Jack Link's Meat Up

Launch new line of snacks under the Matador by Jack Link's brand

Published in CSP Daily News

PLANO, Texas & MINONG, Wis. -- PepsiCo's Frito-Lay North America division and Jack Link's have entered into an agreement in which Frito-Lay will sell and distribute a new line of meat snacks 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, [image-nocss] 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."

"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 Frito-Lay North America president and CEO Al Carey. "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."

The Matador by Jack Link's lineup will feature highly differentiated meat stick and jerky products and offer bold new meat snack options for young adults with action-driven lifestyles. 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.

Under terms of the agreement, Frito-Lay will distribute and sell Matador by Jack Link's meat snacks beginning Aug. 17, 2009. 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.

Other terms of the agreement were not disclosed.

Frito-Lay North America is the $12 billion convenient foods business unit of PepsiCo, which is headquartered in Purchase, N.Y. In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.

Headquartered in Minong, Wis., Jack Link's is a leading meat snack brand and manufacturer.