MINNEAPOLIS — Jack Link’s wants to be known for more than just gas station jerky. The Wisconsin-based meat snack giant has appealed to hungry drivers and outdoorsmen for more than 30 years, but competitors have chewed away at the jerky king’s market share recently. To broaden its image and attract new customers, Jack Link’s has begun to expand product lines, shift marketing and open a new showroom and office in downtown Minneapolis. “We’ve changed our brand vision and our company vision from being the dominant leader in jerky to really being the dominant leader in protein snacking,” said Tom “TD” Dixon, Jack Link’s chief marketing officer, in an interview. “We feel like we have the ability to bring protein snacking to a whole other level because at the end of the day, you can’t out-protein meat.” Dixon, who is the company’s first chief marketing officer, was hired in April to help lead the push to make Jack Link’s, and meat snacks in general, more mainstream. Founded in 1986, Jack Link’s is the country’s largest beef jerky purveyor with more than $1.2 billion in annual sales of jerky and other meat snacks, according to recent data from IRI, a Chicago-based market research firm. The family-owned company was started by John “Jack” Link using the recipes of his great-grandfather.
Jack Link’s Looks To Broaden Appeal
Nicole Norfleet, Star Tribune, The Columbian
Mon, 02/27/2017 - 6:02am
Sections: u.s.
Topics: Washington Clark County Vancouver
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