Jack Link’s refreshes brand


MINONG, Wis. — Jack Link’s, a producer of meat snacks, announced a “brand refresh” which includes an updated logo, package design and product formulation. The overhaul will provide a more compelling snack solution for consumers, the brand said. 


“The meat snacks category is on fire and so is Jack Link’s,” said Jeff LeFever, VP 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.”


The changes include:


  • New logo positioned for new consumers, occasions and innovation: The logo was designed to better convey the brand’s “Feed Your Wild Side” positioning and appeal. The change also represents a shift from meat snacks to protein snacks, which the brand said creates a “broader, more dynamic innovation pipeline.”

  • New design to improve shopability: The new layout helps consumers identify with ease the different proteins, flavors and nutritional facts.

  • New product formulation: According to Jack’s Links, food scientists have worked for three years to develop a process to remove MSG and preservative without compromising taste and texture. 

“Consumers want cleaner labels and healthier snacks without sacrificing taste,” said Mike Gerber, VP 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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