With consumers continuing to enjoy the ‘Big Night In’ as an alternative to going out, retailers can capitalise on the booming demand for snacks to be enjoyed in the home by stocking Jack Link’s, the world’s best-selling authentic meat snacks brand.
The company has over 50% share of meat snacking market in the States and is now focusing on the UK as the heart of a major European expansion programme.
Following the appointment of sales, marketing and distribution specialist Petty Wood to spearhead its growth in the UK, Jack Link’s is now the number one beef jerky brand in the impulse and convenience sectors*, highlighting a big opportunity for the grocery channel.
Aaron Khattra-Hall, Jack Link’s Senior Brand Manager at Petty Wood comments: “Snacking is an integral part of the big night in, whether it’s at home watching a movie, or just relaxing with family and friends. Jack Link’s products are perfect for consumers looking for tasty but healthier snacks on a night in.
“The Beef Jerky category is currently growing at 30% year on year*, however there is still a massive opportunity for substantial growth. Jack Link’s strategic vision is not just about building the brand, but about building category awareness and providing sustained penetration to create a £20 million category within the next three years.
“Our intention is quite simple – to drive trial. We have already established a loyal following for Jack Link’s in the convenience channel, now it is Jack Link’s time to go mainstream.
“Our research has shown that Jack Link’s Beef Jerky is preferred** above key competitive brands on taste, texture and overall experience, with 60%** of consumers saying that they would buy Jack Link’s Beef Jerky ahead of competitive jerky products.
“We do not compromise on the quality of our ingredients and Jack Link himself built the brand on the principles of providing consistent premium quality ‘meat snacks’ in a convenient format. The brand’s success in the USA is testament to these values.
“Our consumer insight has formed a major part of our marketing communication plan, which will be based on heavyweight sampling activity to drive consumers to the category, increase sales and consumer conversion to the Jack Link’s brand.”
Meat snacks offer high unit sales value and high cash margin for retailers. The caddy takes up a relatively small amount of shelf space and Jack Link’s selection of clip strips can offer an entirely incremental sales and margin opportunity.
The company will be also be running a national PR and marketing programme throughout 2011 including above the line communication and events sponsorship to drive brand and category awareness. An exciting NPD programme, aligned to current category growth trends, will also introduce new consumers to the meat snacking category and provide a broader appeal.
The current Jack Link’s product range comprises 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.
* Nielsen Scantrack 52 w/e 10.07.10
** Tesco Independent Sensory Benchmarking July 2010
Petty Wood: 01264 345 500.
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