Meat snacking giant Jack Link’s has teamed up with YouTube star MrBeast (real name Jimmy Donaldson) to launch a co-branded range of products globally.
The range will include beef jerky, biltong and beef bars designed for “convenient snacking and active lifestyles”.
As MrBeast has 394 million subscribers on YouTube, the range would appeal to a “significant market of Gen Alpha, Gen Z, and their parents”, said Jack Link’s.
Despite 33% of younger consumers snacking more than three times a day, only about 9% currently opt for meat snacks, which highlighted “a substantial opportunity for growth”, said Jack Link’s [NIQ 28 April 2025; Mintel 2024].
“We are incredibly excited to partner with MrBeast,” said Jack Link’s CEO Troy Link.
“We believe this collaboration will drive a new generation of consumers into the meat snacks category, worldwide.”
MrBeast CEO Jeff Housenbold added: “We’re always looking to partner with brands that share our ‘better than the competition’ and ‘better for you’ philosophy, so this collaboration with Jack Link’s felt like a natural fit.
“Beast Packs are a way to bring the MrBeast experience from the screen to the snack aisle – while also introducing our fans to each other’s worlds.”
MrBeast brought his chocolate bar brand Feastables to the UK via a DTC launch in June 2023. Within weeks, the treats had rolled into Spar and Asda stores.
In September, Feastables signed up to Tony’s Open Chain, meaning it is now working with the anti-slavery chocolate brand to uphold its five cocoa sourcing principles across its range.
MrBeast isn’t the first influencer to launch a meat snacking range. YouTube collective The Sidemen partnered with New World Foods to launch a snacking brand called Sides into UK grocery last April.
Comprising Buffalo Chicken, Chipotle Steak Strips and Korean BBQ Steak Strips (rsp: £2.50/35g), the range rolled into 3,000 Tescos and 1,000 One Stops.
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