Global meat snacking leader Jack Link’s is set to accelerate category growth in 2026 with the UK launch of its landmark 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.
Landing now across major grocery multiples and 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 26 billion views each year, driving powerful engagement among Gen Z and Gen Alpha audiences.
The UK jerky and biltong category is worth £44m RSV and has grown +26% over the past three years, significantly outperforming total savoury snacking. However, household penetration remains low at just 6.7%, highlighting substantial headroom for recruitment-led growth. (Nielsen: Total Market, Ambient Meat Snacks, MAT until 29.11.2025)
Jack Link’s is the category’s clear growth engine. The brand is growing +24% year-on-year – triple the rate of the total ambient meat snacks category (+8%) and has nearly tripled in value over the past five years to exceed £16m RSV. Between 2020 and 2025, Jack Link’s has delivered 54% of total category growth. (Nielsen: Total Market, MAT until 29.11.2025)
With 57% of shoppers following a high-protein diet, retailers are increasingly prioritising naturally protein-rich options that deliver both healthier snacking credentials and taste with real meat protein offering a clear point of difference versus more processed alternatives. This demand is particularly pronounced among 16–25 year olds, who over-index at 120 for meat snacks but remain under-penetrated overall. (NIQ Homescan Survey March 2025)
The new 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 above-the-line media, social amplification and in-store shopper marketing. Jack Link’s will also roll out MrBeast new packaging design across its wider portfolio to further enhance visibility and drive conversion at shelf.
David Harriman, UKI Country Director at Jack Link’s, said: “This partnership with MrBeast 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 are unlocking a powerful route to recruit younger shoppers into the category at scale.
“With household penetration still below 7%, growth in meat snacks is fundamentally about recruitment. This launch is designed to unlock new buyers, new occasions and genuine incremental value for retailers.”
MrBeast (Jimmy Donaldson) added: “I’ve been eating Jack Link’s since I can remember, so teaming up is a no-brainer. Now we get to do something super fun and tasty for our fans – I can’t wait for everyone to see what we dream up.”
To fuel category expansion, Jack Link’s will significantly amplify its marketing investment, leveraging MrBeast’s global digital platforms, where individual videos regularly attract audiences on a Super Bowl scale.
The launch comes as retailers look to unlock growth from the fastest-expanding areas of snacking. While young adults are the UK’s most frequent snackers, meat snacks remain under-represented, chosen by just 9% of shoppers despite high daily snacking frequency. With total snacking forecast to grow +23% between 2024 and 2029, meat snacks offer a clear opportunity to recruit younger shoppers by combining strong category momentum with the appeal of naturally complete, real meat protein in a convenient format.
With MrBeast’s influence, Jack Link’s expects to unlock new penetration, new occasions and new buyers, particularly Gen Z and Gen Alpha snackers seeking bold flavours, high protein and exciting in-aisle experiences.
Product details include:
Formats: Beef Jerky
Flavours: Original, Teriyaki and Sweet & Hot
Weight: 25g & 60g
RSP: £1.75 for 25g / £3.60 for 60g. Pricing is at the discretion of the retailers.
Retailer listings: UK and Ireland grocery multiples and convenience stores
