Meat snacking brand Jack Link’s is looking to accelerate category growth this year with the UK launch of a partnership with MrBeast, the world’s number one digital creator.
The collaboration introduces a new range of MrBeast-endorsed, high-protein meat snacks designed to recruit the next generation of savoury snackers into the category.
Available in leading convenience retailers, the range marks Mr Beast’s first-ever Consumer Packaged Goods (CPG) partnership, combining Jack Link’s category expertise with the unmatched reach of the world’s number one social media creator. MrBeast’s content delivers more than 26bn views a year, driving powerful engagement among Gen Z and Gen Alpha audiences.
The co-branded range features beef jerky and biltong, developed to meet demand for convenient, portable protein. Bold, instantly recognisable MrBeast branding has been designed to maximise standout both in-store and online “helping retailers turn cultural fandom into in-store conversion and first-time purchase.”
The launch will be backed by a major 360° omnichannel campaign, spanning ATL media, social amplification and in-store shopper marketing. Jack Link’s will also roll out MrBeast new packaging design across its wider portfolio.
David Harriman, UKI country director at Jack Link’s, said: “This partnership represents a step-change for the meat snacks category and a major commercial opportunity for retailers. By combining Jack Link’s trusted protein credentials with the cultural reach of the world’s biggest digital creator, we’re unlocking a powerful route to recruit younger shoppers into the category at scale.”
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