jack link&39s brand refresh centers on increased visibility and a cleaner label.a brand refresh for jack link&rsquos protein snacks that was a long time in the making includes a new package design with an updated logo and a cleaner label done in concert with a product reformulation. a fun back panel is added, too.over the past five years, segment leader jack link&rsquos protein snacks, minong, wi, has spearheaded the 40 growth of the 2b meat snacks category. in fact, the company reports that it has added more dollar growth every year than all competitors combined. to keep that frontrunning momentum going, the company is introducing a multifaceted brand refresh that includes an updated logo, package design and product formulation to create an even more compelling choice for consumers.&ldquothe meat snacks category is on fire and so is jack link&rsquos,&rdquo says jeff lefever, vice president of marketing. &ldquowe 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.&rdquo&ldquoconsumers want cleaner labels and healthier snacks without sacrificing taste,&rdquo adds mike gerber, vice president of research and development. &ldquothat is precisely what we deliver with our new product formulation.&rdquochanges include a new logo positioned for new consumers, occasions and innovation a new design to improve visibility and purchase intent as well as a matte finish on the bags and a product reformulation for a simplified label without sacrificing flavor.it was all done with a purpose. &ldquoour purpose for the redesign was to continue to delight our existing consumers, while attracting new category users,&rdquo mike seepersaud, director of product marketing, informs packaging digest.it is a change that was a long time in the making&mdashand yielded gains in purchase intent by consumers.
