Unmasking Matador: Tracing the Ownership and History of the Bold Beef Jerky Brand

As a longtime jerky enthusiast, I’ve chewed through many a bag of Matador’s smoky, peppery beef strips over the years. With its eye-catching packaging and sponsorship of extreme sports, Matador built a passionate fanbase since bursting onto the snack scene in 2009.

But who is the man behind the Matador meat mask? And how did this relative newcomer become a major player in the jerky game? I decided to get to the bottom of the Matador mystery and uncover the story behind the brand. Keep reading to learn who really owns Matador beef jerky and how they transformed into a leading jerky contender.

Matador’s Powerhouse Parent Company

While Matador beef jerky stands on its own, this bold brand is backed by an even bigger snack food force.

Matador beef jerky is owned by Link Snacks, Inc., the company behind Jack Link’s beef jerky.

Founded by John “Jack” Link in 1986 Jack Link’s experienced massive growth over the years to become the market leader in meat snacks.

In 2009, Link Snacks aimed to expand its jerky dominance even further through a partnership with snack giant Frito-Lay This joint venture brought Matador beef jerky to fruition.

The Frito-Lay and Jack Link’s Partnership

In 2009, Frito-Lay and Jack Link’s announced an agreement to create and distribute a new line of meat snacks under the Matador brand name.

This collaboration married Frito-Lay’s immense distribution capabilities with Jack Link’s jerky expertise. Together, the snack juggernauts launched Matador to capture untapped market share and usher in the next generation of jerky.

The partnership allowed Frito-Lay to sell Matador through its extensive direct store delivery system. At the same time, Jack Link’s would handle Matador’s product development, manufacturing and marketing.

This tag-team approach allowed the partners to fully leverage their unique strengths in scaling up the Matador brand.

Creating a Jerky for the Action Generation

Unlike Jack Link’s classic jerky, Matador was positioned to appeal to young adults with daring lifestyles.

Backed by edgy marketing and sponsorship of extreme sports, Matador’s bold identity resonated with its target demographic.

From Matador’s outset, exciting flavors took center stage. The brand debuted with unique offerings like Teriyaki, Sizzling Sweet, and Smokin’ BBQ.

Attention-grabbing packaging showcased flavored jerky strips in collectible tin cans rather than typical bags. This innovative format helped Matador stand out.

By aligning itself with exhilarating events liked the Dew Tour, Matador became ubiquitous among its energy drink-chugging, skateboarding customer base.

Matador’s Growth Into a Leading Jerky Brand

The Matador brand enjoyed swift success. Within a year, distribution expanded nationwide across convenience, grocery, and mass merchandise stores.

Matador became one of the fastest growing players in the $1.5 billion US meat snacks market. FromCollege students to commuters, Matador’s bold flavors attracted new demographics to the jerky category.

After establishing its ‘action snacks’ positioning, Matador underwent periodic packaging and logo refreshes. New varieties like Chili Lime and Ghost Pepper kept the innovation pumping.

Today, Matador offers an array of over 15 jerky and meat stick flavors to satisfy daring palates. Despite updates, Matador’s commitment to quality remains unchanged.

Matador’s Marketing Through Extreme Sports

A key driver of Matador’s growth has been its close affiliation with extreme sports. This adrenaline-inducing sponsorship strategy reflects the brand’s identity.

Some highlights of Matador’s action sports marketing include:

• Dew Tour – Matador sponsors this 5-stop nationwide series of extreme sports competitions.

• Athlete Sponsorships – Matador backs top athletes like snowboarder Scotty Lago to connect with fans.

• Camp Woodward – Matador supports this intense training camp for aspiring skaters and BMXers.

• Esports – Matador has partnered with Major League Gaming to reach the booming esports scene.

Through these heart-pounding sponsorships, Matador cemented its image as the choice for thrill seekers.

Why Partner with Frito-Lay?

Matador’s partnership with snack giant Frito-Lay was a strategic play that paid off.

Frito-Lay brought the power of its distribution network and marketing muscle. This accelerated Matador’s launch and fueled its national expansion.

Jack Link’s contributed its expertise in crafting innovative jerky flavors and experiences. Thiscombination of strengths created the perfect storm to disrupt the jerky landscape.

Additionally, Frito-Lay’s direct store delivery system enhanced merchandising. Matador beef jerky enjoyed prime placement in impulse buy locations like checkout aisles.

Overall, the joint venture enabled Matador to scale rapidly while retaining its distinct brand identity.

The Man Behind the Matador Mask

While Matador struck out independently, its roots trace back to Jack Link himself. The Wisconsin native pioneered a new approach to jerky making in the 1980s.

Jack Link aimed to shift beef jerky from a gas station staple to a premium snack. He revolutionized the category with innovative flavors and positioning jerky as a source of protein.

Under Jack Link’s leadership, his namesake brand became the undisputed No. 1 player in meat snacks worldwide. Though not involved in Matador’s day-to-day operations, Jack Link paved the way for Matador’s success.

So while Matador made its mark through edgy marketing and gutsy flavors, Jack Link deserves credit as the godfather of meat snacks.

The Takeaway: Bold Brand, Bigger Backer

With its attention-getting packaging and adrenaline-charged promotion, Matador made its mark as a rebel jerky brand. But behind its daring image lies an even more formidable force.

As a Jack Link’s spinoff backed by snack titan Frito-Lay, Matador had the ingredients for expansion success. While stayed true to its unique identity, Matador benefited from its parent companies’ distribution might and category leadership.

Today, Matador remains a rising star bringing new consumers into the meat snacks arena. This mashup of big business brawn and startup scrappiness created a recipe for lasting jerky glory.

So next time you crack open a canister of Sweet Sriracha jerky strips, remember the snack industry power hitters who helped bring Matador to life. There’s more than meets the eye to this audacious jerky upstart.