Frito-Lay(R) and Jack Link's(R) Team Up to Launch New Line of Meat Snacks

    PLANO, Texas and MINONG, Wis., June 11 /CNW/ -- PepsiCo's Frito-Lay North
America division and Jack Link's today announced they have entered into an
agreement in which Frito-Lay will sell and distribute a new line of meat
snacks under the MATADOR by Jack Link's brand, aimed at young adults with
action-driven lifestyles.

    "The Jack Link's brand continues to drive growth in meat snacks, and the
new line of MATADOR products and partnership with Frito-Lay will take that
growth even further," said Troy Link, President of Jack Link's Beef Jerky.
"Combining the taste and quality of MATADOR meat snacks with the distribution,
sales and merchandising capabilities of Frito-Lay gives our consumers more
choices than ever before, while also delivering growth to our retailers and
both companies."

    "Jack Link's remains 100 percent committed to delivering quality
products, innovation, brand support and outstanding customer service to our
valuable distribution partners who have helped to make Jack Link's the No. 1
brand in meat snacks," Link added.

    "We are excited about this agreement and look forward to a strong
partnership with Jack Link's," said Frito-Lay North America President and CEO
Al Carey. "MATADOR by Jack Link's brings great-tasting, high-quality
innovation to meat snacks, and we're confident that through Frito-Lay's
distribution, sales and merchandising expertise, we can continue to expand
this important category."

    The MATADOR by Jack Link's lineup will feature highly differentiated meat
stick and jerky products and offer bold new meat snack options for young
adults with action-driven lifestyles. The launch will be supported by an
integrated action sports platform and dedicated advertising campaign,
including sponsorship of the Dew Tour and top athletes in BMX, skateboarding
and snowboarding.

    Under terms of the agreement, Frito-Lay will distribute and sell MATADOR
by Jack Link's meat snacks beginning Aug. 17, 2009. Existing MATADOR retail
customers will receive full sales and distribution coverage through Jack
Link's direct sales and distribution partners until that time. All other Jack
Link's products will continue to be sold and distributed under the current
system via existing distributors, wholesalers and direct retail customers.

    Other terms of the agreement were not disclosed.

    Frito-Lay North America is the $12 billion convenient foods business unit
of PepsiCo, which is headquartered in Purchase, N.Y. In addition to Frito-Lay,
PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and
Tropicana. Learn more about Frito-Lay at the corporate Web site,, and the Snack Chat blog,

    Headquartered in Minong, Wis., Jack Link's is the No. 1 U.S. meat snack
brand and fastest growing meat snack manufacturer worldwide. The Jack Link's
brand represents a heritage of quality and consumer trust. Check out for more information on the Jack Link's brand.


For further information:

For further information: Charles Nicolas of Frito-Lay, +1-972-334-5520;
or Nancy Knutson of Jack Link's Beef Jerky, +1-715-466-2234 Web Site:       

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