Smithfield Foods will launch a line of deli and meat products in the US under the Cracker Barrel brand.

US restaurant chain Cracker Barrel wants to take its brand into other channels and it today (13 November) announced a licencing deal with Smithfield.

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The two companies will develop a range of products including bacon, lunch meats and jerky. John Pauley, executive vice president of sales and marketing for John Morrell Food Group, said Cracker Barrel was “an outstanding brand”.

He added: “Our strength in producing and marketing the highest quality meat products complements Cracker Barrel Old Country Store’s expertise and leadership in the restaurant industry.”

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