Jack Link’s targets next generation of meat snackers
MEAT snacking firm Jack Link’s has unveiled a new collaboration with major YouTube star and creator Mr Beast.
The collaboration introduces a new range of “Mr Beast-endorsed” high-protein meat snacks in a bid to recruit the next generation of savoury snackers into the category.
Available now across major grocery retailers and leading convenience retailers, the new range features co-branded beef jerky and biltong products with the Mr Beast Beef Jerky range in flavours such as Original, Teriyaki and Sweet & Hot.
All three variants come in pack sizes of either 25g or 60g with RRPs of £1.75 and £3.60 respectively. Each pack also features Mr Beast’s logo to help improve stand-out on shelf and draw the attention of the creator’s fans.
With 57% of shoppers following a high-protein diet, according to an NielsenIQ Homescan Survey, retailers are increasingly seeking more naturally protein-rich snacks to introduce across stores. Jack Link’s reckons it can provide a point of difference in the range with a range that boasts its healthier snacking credentials made using real meat.
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.”
Mr Beast – whose real name is Jimmy Donaldson – said: “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.”
