Jack Link’s, the world’s number one authentic American meat snack brand, is embarking on a major support programme in 2011 aimed at building category awareness and a £20 million brand within the next five years.
The brand is seeking to accelerate its growth in the UK with the introduction of Jack Link’s Flamin’ Buffalo Chicken Bites, a first for the UK jerky market.
The meat snacks market is currently dominated by two brands. With the introduction of Chicken Bites, and a wide ranging marketing programme, Jack Link’s vision is to be the number three brand in the category by 2012.
The launch follows Kantar research that identified the chicken sector as the largest opportunity for Jack Link’s to add incremental value to the meat snacking category*. The introduction of the new premium quality product to the Jack Link’s range will introduce new consumers to meat snacking and drive brand and category awareness.
Aaron Khattra-Hall, Jack Link’s Senior Brand Manager at Petty Wood, UK distributor of the Jack Link’s brand comments: “Snacking has been in decline for some years, but healthier categories have done well at the expense of less healthy ones.*
“Within this, the meat snacking category is growing 5% year on year (value) and chicken products are leading the growth*. Jack Link’s Chicken Bites are a healthier alternative to traditional snacks and we’re confident we can drive growth in the snacking category.
“Our consumer research* has given us an insight into the type of shoppers buying into the category, and identified new opportunities and potential consumers for Jack Link’s. This research has formed the basis of our communication plan which will focus on driving new consumers to the category and converting current jerky shoppers to the Jack Link’s brand.”
The Jack Link’s range will be supported by instore promotions and a wide ranging PR and marketing campaign throughout 2011.
A range of point of sale and in-store merchandising, including stand alone display cases, clip strips and counter-top caddies are available.
Jack Link’s Chicken Bites will be available in 25g and 75g caddies with a 25g clip strip ideal for secondary placement.
25g pack – RRP £1.49
75g pack – RRP £3.29
The Jack Link’s range also includes two varieties of Beef Jerky (Original and Sweet & Hot) and Beef Steak Bites (Original and Teriyaki). Both are available in 75g and 25g pack sizes.
* Kantar Worldpanel
Tel: 01264 345 500