Plano, TX — Beginning August 17, the Matador by Jack Link's brand from Link Snacks, LLC, will be distributed by Frito-Lay North America, Inc. through its Direct Store Delivery system. At that time, six additional SKUs will be added to the brand that already includes one-ounce original meat stick singles.

Link's direct sales and distribution partners will continue to handle the Matador brand until Frito-Lay assumes operations.

“We're looking to get Matador to the masses,” says Bret Ocholik, Link's vice-president of marketing. “And Frito-Lay is the perfect partner for that.”

Frito-Lay's Katherine Ritchey, communications director, says the partnership allows Link to reach more retailers and consumers with its new brand, and serves as an example of Frito-Lay's continued commitment to help grow the meat snack segment.

Matador is targeted at “young adults with action-driven lifestyles,” and the company has planned an advertising campaign centered around action sporting events that feature BMX, skateboarding and snowboarding. Five-second tags promoting Matador will be added to the company's “Messin' with Sasquatch“ TV commercials in the coming weeks.