Link Snacks, the parent company of the Jack Link’s brand, has announced a major extension of its strategic licensing partnership with PepsiCo Foods U.S. (Frito-Lay). The meat snack powerhouse is officially launching Jack Link’s Doritos® Nacho Cheese flavoured beef jerky and meat sticks, bringing one of the most recognizable flavors in the salty snack aisle to the protein category.
The launch builds upon an industry-leading collaboration forged between the two CPG giants in 2023. By combining Jack Link's manufacturing scale in real meat protein with Frito-Lay's highly protective flavour IP, the companies are executing a proven strategy to drive impulse purchases and cross-category trial.
Flavour Meets Protein
The introduction of the Doritos Nacho Cheese variant specifically targets the intersection of two dominant consumer snacking trends: the demand for high-density protein and the desire for bold, indulgent, and familiar flavour profiles.
Holly LaVallie, SVP of Marketing and R&D at Link Snacks, highlighted the rationale behind the product development: "Consumers want more protein, more flavour, and more convenience—and that's exactly what this collaboration delivers. Doritos® Nacho Cheese is one of the most iconic and beloved flavours in the PepsiCo Foods portfolio and we're thrilled to bring it to consumers in a fun and protein-packed way."
For retailers, the new SKU serves to anchor an expanding co-branded "flavour block" on the meat snack pegboard. The Doritos Nacho Cheese products will merchandise alongside the partnership's existing, highly successful collaborative flavours:
Doritos Spicy Sweet Chilli
Doritos Sweet & Tangy BBQ
Flamin' Hot®
Translating a complex, dairy-based cheese dust seasoning onto a cured meat substrate requires significant R&D alignment to ensure the flavour translates authentically without compromising the texture or shelf-stability of the jerky.
Tina Mahal, Senior Vice President of Marketing at PepsiCo Foods U.S., noted the strategic importance of extending the Doritos brand into new formats. "Doritos Nacho Cheese is one of our most iconic flavours—and this partnership with Jack Link's underscores our commitment to bringing consumers new ways to enjoy the bold taste they know and love," Mahal stated. "With this new protein-forward format, we're meeting consumers at the intersection of taste, innovation, and convenience."
Market Availability
The new Jack Link’s Doritos Nacho Cheese beef jerky and meat sticks are available immediately online and are currently rolling out to retailers nationwide. The expansion of this line provides convenience and grocery channels with a high-velocity LTO-turned-permanent offering designed to capture both the traditional meat snack buyer and the loyal Doritos consumer.
.png)
