In the most significant launch to hit the meat snacks category, Jack Link’s, Australia and New Zealand’s number one meat snack brand, has partnered with MrBeast, the world’s most-watched content creator and global phenomenon with more than 450 million YouTube subscribers to launch three new Grass Fed Beef W.T.F! (What’s. The. Flavour.?!) products across the two markets.
Marking Mr Beast’s first ever partnership with a Consumer Packaged Good company, this landmark collaboration sees the launch of “secretly flavoured” Jack Link’s x Mr Beast Grass Fed Beef W.T.F! (What’s. The. Flavour.?!) products.
In Australia, two limited-edition 45g Beef Jerky flavours and one 50g Twin Beef Sticks offering will be available from January 2026 in Woolworths, 7-Eleven, petrol and convenience stores, and other independent retailers.
In New Zealand, one limited-edition 45g Beef Jerky flavour and one 50g Twin Beef Sticks offering will be available this month from Woolworths, Foodstuffs, Mobil, Fresh Choice, Z Energy, BP, Caltex and other independent retailers.
In both markets the range is being supported by what is set to become the biggest consumer promotion ever seen in the local meat snacks category.
Shoppers who purchase the limited-edition packs can scan the QR code, enter the unique code inside, and guess the secret flavours for the chance to win $1,000,000, driving repeat purchase, engagement, and in-store excitement.
Jack Link’s Marketing Director APAC Dan Bitti said, “This is without a doubt the biggest news to ever hit meat snacks across Australia and New Zealand. With the number one meat snack brand partnering with the number one content creator in the world, we’re delivering a highly disruptive launch for retailers, combining exclusive new products with a once-in-a-lifetime chance for consumers to win $1,000,000”.
Designed to drive incremental category growth, the partnership aims to recruit new shoppers into meat snacks by tapping into Gen Alpha and Gen Z consumers, who snack more frequently than any generation before them but remain under-indexed in meat snack consumption.
Jack Link’s CEO Troy Link said, “Jimmy’s entrepreneurial spirit and dedication to his fans align perfectly with our values at Jack Link’s. This collaboration creates a powerful opportunity to bring new consumers into the meat snacks category and deliver incremental growth for our retail partners globally”.
For MrBeast, also known as Jimmy Donaldson, the partnership is a natural fit. “I’ve been eating Jack Link’s for as long as I can remember, so teaming up was a no-brainer”, he said. “Now we get to create something super fun and tasty for our fans”.
The Jack Link’s x MrBeast W.T.F! range launches from January 2026, with flavours progressively revealed from April as promotional packs sell through, ensuring sustained engagement and repeat store visits.
