Baja Jerky debuts umbrella Baja Vida brand with beef sticks

San Diego, CA-based Baja Jerky announced Baja Vida, an umbrella brand to anchor new products as well as its current snack lineup.

“We decided to change our name to include ‘Vida’ because that’s what Baja gives us: life,” said Will Dryden, general manager of operations at Baja Vida. 

The first product to launch under the Baja Vida name is Baja Beef Sticks, made with 100% all-natural beef and containing only one gram of sugar. They come in three flavors: street taco, traditional and hot sauce.

In the past several months, the company has also launched two other products, seasonings and dried mangos.