With 40 years in the snacks category, Link Foods APAC is transforming its product range and participating in partnerships to boost the rising meat snacks sector.
The origins of snacking aren’t clear. One source says the term snack was borrowed from the fourteenth century, coming from the sound of teeth biting together. Other sources mention other onomatopoeic derivatives. While speculations differ, the act of snacking is a universal habit – too small to be an entire meal, just enough to pass time and satisfy.
Historically, one can imagine snacking as a form of survival, reliant on agricultural produce including berries, nuts and grain. Today, the simple snack has flourished into a pleasurable luxury, expanding to suit different palates and preferences. Among the diverse range, the meat snacks industry has gained popularity in recent years. Part of this movement is Link Foods APAC, the Australian regional division of the meat snack company Jack Link’s.
Forty years ago, founder John ‘Jack’ Link questioned the value of the meat snacks that his son, Troy (now CEO of the company), purchased locally. Remarking on what little was left in the purse, Link threw out a bold claim – to make the meat snacks himself. What began as a kitchen challenge evolved into a successful family-owned company in Wisconsin, expanding further into the Asia Pacific region, with two manufacturing facilities across Australia and New Zealand.
Leading the Asia Pacific region is managing director Shannon O’Connell, whose experience spans leadership roles in fast-moving consumer goods (FMCG) including Beak & Johnston, Allied Pinnacle, and Nestlé. Having been with the business for more than 12 months, she shared that the company, despite its global presence, is still rooted in family tradition.
“We talk about Link Foods being a ‘global brand powerhouse’, yet the company is family and independently owned and we’re very proud of that,” she said.
Reflecting the humble philosophy Link instils into the company, the business is guided by a set of values that drew O’Connell to the role – show awesome character, self-discipline, speed matters, stewardship, and relationship-driven growth. Building the business on foundations stemming from these values, operations in the Asia Pacific region carry on these principles to bring together a broader portfolio of brands and products that includes jerky, biltong, meat sticks, pet treats, and other variants.
While the company is best known for Jack Link’s beef jerky, its product mix continues to expand, reflecting both consumer demand and the company’s focus on diversification. O’Connell shared her insights on the growing snacks sector.
Driving the snacks category
Snacking behaviour is changing as consumers seek convenient, on-the-go food options. O’Connell said the company focuses not only on meat snacks but on the broader category of general snacking. According to her, meat varieties are one of the fastest-growing segments. The appeal lies in the high protein content and natural production methods, which resonate with all snacking consumers looking for an increase in functional benefits in everyday snacks.
“Our snacks offer a natural source of high protein, and this is a key attraction for consumers,” she said. “The meat snack category is currently growing in Australia over 30 per cent.”
To respond to the trends of better-for-you meat snack options, Link Foods APAC drives initiatives that help consumers across Australia and New Zealand better understand that staple products such as jerky and biltong are a naturally crafted way of consuming protein. Educating them on the natural and unprocessed production of these meat snacks is important in building loyal customers for the brand, and, in turn, boosting the overall snacking sector.
Apart from investments in consumer education, another initiative is expansion through product innovation. Through market observation, O’Connell shared her insights on meat sticks, which she highlighted are now a bigger category than jerky. According to her, the affordability and convenience of meat sticks as a portable on-the-go product have allowed the company to establish itself as key player in the category.
Building on this, Link Foods APAC acquired the meat sticks brand KOOEE Snacks to reach women and families earlier in July. While expanding its portfolio through brand acquisitions, it also continues to improve its own product range with broader range of variants, & pack formats which expand appeal, occasionality and convenience for a broader range of consumers with interesting flavours. Additionally, the brand is tapping into new demographics and markets, collaborating with YouTube star and media personality, MrBeast, to bring new products and offers that appeal to a younger generation.
“There are a lot of different technologies and products that we’re exploring to ultimately bring new consumers through different pack and food formats,” said O’Connell.
With its expanded portfolio, innovative product range, and partnerships with influencers, the company aims to drive the snacking sector through local manufacturing.
Local manufacturing
Local manufacturing is one of the company’s strengths in the Asia Pacific region. With manufacturing plants in Casino, NSW, and Auckland, New Zealand, Link Foods APAC employs more than 450 team members across both sites.
O’Connell highlighted a specific benefit of local manufacturing:
“We have access to the best beef in the world,” she said.
When it comes to beef quality, she explained that grass-fed Australian and New Zealand beef has a good reputation. This strategic decision regarding the locality of the facilities has helped drive the growth of the business in the meat snack sector.
Another benefit is the ability to navigate through regulatory constraints across the globe. With the complexities of importing or exporting meat-based products subject to constant change, she addressed the importance of expanding the manufacturing footprint. With facilities in North America, Europe and Brazil, the company can extend its market by reducing the burden of trade barriers.
Complexities behind the simplicity
When asked to describe the company’s manufacturing process, O’Connell emphasised its simplicity.
“I’ve worked in highly complex manufacturing environments,” she said. “What’s striking at Link Foods APAC is the simplicity — it’s honest, hands-on, and intentionally unprocessed. There’s a real sense of craft in how we make our products.”
Part of this simplicity comes from the company’s dedication to remain true to its roots. However, to achieve this, natural methods and craftsmanship are imperative from beginning to end.
Starting with the source, carefully selected lean beef cuts such as top round or sirloin are purchased with minimal fat content to support preservation and ensure high protein quality. The meat is then trimmed and sliced before being marinated. Using its own seasoning, the sliced meat is infused with herbs and spices for up to 48 hours. This stage is central to the brand’s distinctive flavour profile.
From there, the marinated meat enters one of two drying processes. If the end product is jerky, it will be dried in a temperature-controlled oven and naturally wood-smoked for between four and seven hours. On the other hand, biltong will enter an air-dried chamber and remain until it reaches the correct moisture level. This process may take three to four days, depending on how much water has been drawn out, before being sliced and packed for distribution.
The commitment to a simple flavour profile and limited ingredients adds complexity to the process, creating an authentic product that appeals to consumers seeking wholesome snacking options.
People and planet
As a family-owned business, Link Foods APAC places emphasis on stewardship and long-term responsibility, investing in preserving natural habitats and promoting biodiversity through land management practices.
In local operations, O’Connell said the business has shifted towards better water and waste management in its plants. Through the responsible use of utilities, the company ensures the reduction of environmental impact. Animal welfare is strictly monitored across the global supply chain, with zero tolerance for poor treatment and advocacy for high standards of animal care. Human rights and labour standards are also a priority, ensuring that partnerships and sourcing meet ethical standards.
“Our values are across these three areas for both the people and planet and it’s a key area that we continue to develop,” she said.
Competition leading to growth
O’Connell noted the rise of smaller independent meat snack producers. For her, the new voices added to the meat snacks sector are not a concern but rather a benefit.
“All successful categories are built on great competition,” she said.
She continued that these competitors, who bring new products, play a role in educating consumers and expanding the total category. Being in the snacks category for more than four decades, Link Foods APAC welcomes the healthy mix of players that help strengthen the long-term growth of meat snacks as a mainstream snacking choice.
“Having new and independent crafted brands like KOOEE Snacks drives a different consumer to the category, which we embrace,” she said.
The rise of such brands and competition is crucial in the face of industry challenges. Addressing rising meat prices and global tariffs that create pressure on margins and supply chains, O’Connell said consumer demand for protein-rich snacks remains resilient and is projected to grow.
Central to the core of the company’s growth strategy is innovation. Looking ahead, the business’s ambitions for the Asia Pacific region are bold. The goal is to triple revenue within three years and expand into additional markets across Asia. While Korea and Japan are already strongholds, opportunities exist in other countries where demand for protein-based snacks is growing.
While the snacks category is exciting, for O’Connell, the values and traditions of the business that cultivate a healthy and humble culture are what motivate her.
“Our core values are the reason why I joined the business,” she said. “While we’re a global business, we’re still family owned, and we still operate at the family level.”