YouTuber MrBeast has launched a beef jerky range into the mults through a tie-up with Jack Link’s.
Original, Teriyaki and Sweet & Hot have launched into the traditional big four, as well as Ocado and Amazon, in 25g and 60g formats (rsp: £1.75 & £3.60).
Packaged in “instantly recognisable” MrBeast branding, the range is tipped by Jack Link’s to recruit the next generation of savoury snackers into the category.
Retailers were increasingly prioritising naturally protein-rich options for the 57% of shoppers following a high protein diet, said Jack Link’s, citing NIQ data [March 2025].
Demand for high-protein snacks was particularly pronounced among 16 to 25-year-olds – a demographic that constitutes a large proportion of MrBeast’s fans, it said.
“This partnership with MrBeast represents a step-change for the meat snacks category and a major commercial opportunity for retailers,” said Jack Link’s UKI county director David Harriman.
“By combining Jack Link’s trusted protein credentials with the cultural reach of the world’s biggest digital creator, we are unlocking a powerful route to recruit younger shoppers into the category at scale,” Harriman added.
The launch will be backed by an omnichannel campaign, including activity across MrBeast’s social media channels as well as in-store activations.
Jack Link’s first unveiled plans to launch a range of meat snacks with MrBeast (real name Jimmy Donaldson) in May.
MrBeast in grocery
MrBeast is YouTube’s most subscribed individual, with 467 million subscribers at the time of writing, and has built his following through a series of unorthodox online stunts and cash giveaways.
Past videos have seen him spend 50 hours buried alive, pay for 1,000 blind people to have eye surgery, and give $250,000 to the winner of a rock, paper, scissors competition.
He brought his chocolate brand, Feastables, to the UK in June 2023, initially through a DTC launch, before snagging Asda and Spar listings in July.
Feastables joined Tony’s Open Chain in September 2024, becoming the “first major US chocolate brand” to do so.
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