Jack Link’s has launched a new co‑branded meat snacks range with digital creator MrBeast, aiming to bring younger shoppers into the meat snacks category with high‑protein beef jerky.
The co‑branded range is available now. It includes Beef Jerky in Original, Teriyaki and Sweet & Hot flavours, available in 25g and 60g pack sizes. The products carry an RSP of £1.75 for 25g and £3.60 for 60g.
The launch will be supported by a major multichannel campaign spanning traditional media, social activity and in‑store marketing. Jack Link’s will also roll out the MrBeast design across its wider portfolio to enhance shelf visibility.
The UK jerky and biltong category is worth £44m RSV and has grown 26% over the past three years, although household penetration remains low at 6.7%. Jack Link’s continues to outperform the market, growing 24% year on year to exceed £16m RSV and contributing more than half of total category growth between 2020 and 2025.
Demand for naturally protein‑rich snacks is strengthening, with 57% of shoppers following a high‑protein diet. Shoppers aged 16 to 25 over‑index for meat snacks but remain under‑penetrated, creating further opportunity for recruitment. The MrBeast range is designed to stand out in stores, helping retailers convert younger audiences already highly engaged with the creator’s content.
