The Jack Link’s 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 .
To broaden its image and attract new customers, Jack Link’s has begun to expand product lines, shift marketing and opening a 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 Dixon, chief marketing officer.
“At the end of the day, you can’t out-protein meat.”
Founded in 1986, Jack Link’s is the country’s largest beef jerky purveyor with more than $1.2 billion in annual sales , according to recent data from IRI, a Chicago-based market research firm.
Meat snacks have experienced a boom in popularity. In the last year, dried meat snacks, which include everything from jerky to individually wrapped meat strips or sticks, earned $2.8 billion in sales, a nearly 4 percent jump from the year before, according to IRI.
— Star Tribune