Jack Link’s  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 MrBeast’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.

Shoppers who purchase the limited-edition packs can scan the QR code, enter the unique code inside, and guess the secret flavours for a chance to win $1,000,000.

Jack Link’s APAC marketing director 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 added: “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, said 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.”

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