Kroner Communications
Marilyn R Kroner
marilyn@kronercommunications.com
303-478-3044
Beef jerky follows success of Jim Beam Kentucky Bourbon Soaked Sunflower Seeds, launched by Thanasi earlier this year
BOULDER, Colo. - Following the success of its Jim Beam Kentucky Bourbon Soaked Sunflower Seeds, THANASI Foods announced today its second new product of 2004 with the launch of Jim Beam Original Kentucky Bourbon Soaked Beef Jerky.
Like the company's first product, Jim Beam Original Kentucky Bourbon Soaked Sunflower Seeds, Jim Beam provides the primary flavor component. Unlike many beef jerky products on the shelf, Thanasi uses only selected whole-muscle, 100 percent U.S.A. made authentic beef jerky. The beef is smoked and dried after being soaked in Jim Beam, a process which leaves virtually no alcohol in the final product while imparting the unmistakable flavor of the world's No. 1 bourbon.
THANASI Foods introduced Jim Beam Bourbon Soaked Sunflower Seeds earlier this year, and the success of that product has prompted the beef jerky launch. Already, THANASI has orders for Jim Beam Bourbon Soaked Sunflower Seeds from more than 3,000 retail outlets nationwide, with the greatest interest coming from convenience stores. THANASI President and CEO Justin Havlick expects a similar reception for the company's beef jerky.
"Jim Beam adds a remarkable, distinctive flavor to a variety of foods. We're confident our Jim Beam Jerky will be as successful with retailers as our sunflower seeds," Havlick said. "We anticipate the jerky will be popular with consumers who already enjoy original flavored beef jerky, and the unique packaging and appeal of Jim Beam will encourage trial by those who may not have ever tried other jerky products in the past," he added. "Once they open the bag, they'll experience the full bourbon flavor that makes the product stand out. It's unforgettable".
Jim Beam Brands Co. is a worldwide leader in the development of premium food products and has had several successful partnerships, including its relationship with Vita Specialty Foods, the gourmet food products manufacturer of Jim Beam gourmet sauces, mustards and marinades.
Jim Beam Kentucky Bourbon Soaked Beef Jerky is entering a large and growing market segment. Other than snack bars, meat snacks have enjoyed larger sales gains than any other snack product on the shelf over the last five years. The category has grown from just over $1 billion in annual U.S. sales in 1998 to more than $2.2 billion for 2003. Additionally, nearly half of all meat snack sales come from the convenience store channel.
Jim Beam Kentucky Bourbon Soaked Beef Jerky is positioned to be the premium product in the category. Retailers are encouraged to price the product at, or slightly above, other similar beef jerky items on the shelf. Jim Beam Beef Jerky delivers just 2 grams of carbohydrate per 1 ounce serving, with 13 grams of protein and a lower fat content than many other snack foods. Beef jerky snacks are often recognized by Atkins and other low-carbohydrate diets as items of healthy choice.
About THANASI Foods
Founded by President and CEO Justin Havlick, THANASI Foods LLC is a privately held, Boulder, Colo.-based specialty foods company focusing on developing and bringing unique co-branded partnerships in packaged goods to market. THANASI currently markets Jim Beam Original Kentucky Bourbon Soaked Sunflower Seeds and Jim Beam Original Kentucky Bourbon Soaked Beef Jerky. Other products are in development. For more information about THANASI Foods, please visit their website at www.thanasifoods.com. For more information on THANASI's Jim Beam Kentucky Bourbon Soaked Beef Jerky, visit us at www.jimbeamsnacks.com.
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