Jack Link's rolls out new logo, package, cleaner label

by MEAT+POULTRY staff
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MINONG, Wis. – Jack Link’s Protein Snacks announced changes for its brand including an updated logo, package design and product formulation.

“The meat snacks category is on fire and so is Jack Link’s,” said Jeff LeFever, vice president of marketing at Jack Link’s. “We want to continue to push the category to new levels. As the category leader, it is our mission to provide our retail partners with a brand, product and package that will continue to drive their sales.”

Jack Link’s new logo was designed to better represent the brand’s “Feed Your Wild Side” positioning and overall appeal. The updated logo also includes a name change from meat snacks to protein snacks, which is an attempt to create a broader snacking category for the brand.

The new layout of the packaging helps consumers easily identify different proteins, flavors and key nutritional facts 12 percent faster and has increased purchase intent by 11 percent over the previous design, based on consumer research. Jack Link’s new product formulation provides the product with a more simplified label without sacrificing flavor. Jack Link’s food scientists worked for three years to develop a proprietary process to remove MSG and preservatives without sacrificing taste, texture or quality throughout the shelf-life of the product, according to the company.

“Consumers want cleaner labels and healthier snacks without sacrificing taste,” said Mike Gerber, vice president of research and development at Jack Link’s. “That is precisely what we are able to deliver with our new product formulation.”

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