Jack Link’s, the world’s number one authentic American meat snack brand, embarked on a major support programme this year aimed at building category awareness and a £20 million brand within the next five years.

The brand sought 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, Jack Link’s vision is to be the number three brand in the category by 2012.

The launch followed 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 is introducing new consumers to meat snacking and driving brand and category awareness.

Aaron Khattra-Hall, Jack Link’s Senior Brand Manager at Petty Wood, UK distributor of the Jack Link’s brand commented: “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.”

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 are 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

Petty Wood

Tel: 01264 345 500

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