Minong, Wis.- based Jack Link’s Protein Snacks has been no stranger to success. Having spent the last several decades building what some would consider the quintessential meat snacks brand (complete with Sasquatch spokesbeast) in Jack Link’s, the team has not become less aggressive. One might think all was satisfactory for the company, which could maintain course and do quite well with such a dominant brand in the meat snacks category.
Yet, that has been far from the truth for the Minong, Wis.-based Jack Link’s team, which has spent the last several years shifting its marketing priorities, placing an emphasis on category expansion.
“Our marketing will continue to get better, and we believe in it — we know we have to be the voice to the consumer and drive household category penetration,” says Troy Link, president and CEO of Jack Link’s Protein Snacks. “We know we need to be the innovator and that we’re in charge of growing this category.”