Jack Links Jerky New Products
Jack Link's expanded it's A.M. and Extra Tender jerky lines in the last 12 months.
Below you will find a deep dive of my findings.
NEW PRODUCT LINES 2017
As early as February 2017, Jack Link's announced that it has started expanding its product lines to attract new consumers. Around this time, the company made 3 new introductions: Jack Link’s A.M. and Extra Tender Beef Jerky (both originally set to launch in March 2017), and Lorissa’s Kitchen, a sister brand which focuses on softer jerky.
Along with the announcement, Jack Link's opened a new showroom and office in Minneapolis in line with its campaign to reach a broader audience. JL also worked with celebrity athletes to market its products.
By May 2017, Jack Link's rolled out the promised new products.
■ Jack Link's A.M. label launched 4 new bacon and sausage items:
• Original breakfast sausage
• Hot and Spicy breakfast sausage
• Applewood breakfast bacon
• Maple-flavored breakfast bacon
■ Jack Link's Extra Tender line are:
• Original Beef Steak Tips
• Teriyaki Beef Steak Strips
• Sweet & Spicy Beef Steak Strips
• Peppered Beef Steak Strips
These products are still featured in the "New Products" section at the bottom of Jack Link's homepage.
Sister brand Lorissa's Kitchen launched a brand campaign on national TV across the US in March 2017.
2018 NEW PRODUCTS
This 2018, Jack Link's said it will launch the following new products:
• Lorissa's Kitchen Beef Sticks
• Jack Link's Cold Crafted
• Jack Link's Pork Rinds
• Jack Link's Multi-Packs
• Jack Link's Steak Strips
These new product categories were mentioned by Jack Link's as early as October 2017. JL President Troy Link said that the new products will be rolled out in convenience stores first, and then in other channels.
To keep the request within scope, I have focused on searching for new Jack Link's products using a press search within 2017. I suggest a follow-up Competitive Landscape request for an in-depth comparison of Jack Link's with 3-4 major competitors which covers products, pricing, target market and competitive advantage.
However, I found that competitor Slim Jim has also made a move to reach out to consumers with premium tastes. In October 2017, Meat+Poultry reported that Slim Jim launched 3 new flavors for its Slim Jim Premium Smoked Sticks under Conagra Brands Inc.:
• Smokehouse Original
• Thai Style Chili
• Memphis Style BBQ
MARKET SIZE AND GROWTH
I also found helpful information regarding market size and growth for the beef jerky category.
Meat Poultry.com reported that the beef jerky snack category realized over $870 million in sales in 12 months ending in February 2017. This reflects a 9.4% growth compared to last year's performance. In comparison, all other dried meat snacks had over $510 million sales in the same period ending February 2017, registering 1.4% growth.
To wrap it up, Jack Link's launched new products under it's A.M. and Extra Tender lines in the last 12 months. The company also promised more new product launches this 2018 in new categories such as cold meat snacks and pork skin items.