PepsiCo's Frito-Lay North America division will sell and distribute a new line of meat snacks under the MATADOR by Jack Link's brand.
The move comes just weeks after Frito-Lay and Oberto Sausage Co. agreed to end their 10-year sales and distribution partnership with Oh Boy! Oberto branded meat snacks.
Under terms of the agreement, Plano, Texas-based Frito-Lay will distribute and sell MATADOR by Jack Link's meat snacks beginning Aug. 17. Existing MATADOR retail customers will receive full sales and distribution coverage through Jack Link's direct sales and distribution partners until that time, according to the Minong, Wis.-based company. 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.
In April, Kent, Wash.-based Oberto Sausage filed a lawsuit against Frito-Lay in an effort to terminate their distribution deal, claiming that sales fell below a threshold in the original agreement. Oberto Sausage noted it was losing share to other brands in this competitive market.
Frito-Lay will continue to sell and distribute Oh Boy! Oberto meat snacks to the United States and Canada until August 15. From then on, Oberto Sausage will transition to its own direct sales and distribution model.
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