Meat snack brand Jack Link’s has teamed up with popular content creator MrBeast to introduce an innovative product line called Grass Fed Beef W.T.F! (What’s. The. Flavour?!) in Australia and New Zealand. This collaboration marks MrBeast’s first venture with a consumer packaged goods company, offering consumers a unique opportunity to engage in a guessing game with ‘secretly flavoured’ snacks.
The product line includes two limited-edition beef jerky flavours and a twin-beef-stick pack available at various retailers across Australia. These can be found at major outlets including Woolworths, 7-Eleven, and independent convenience stores. In New Zealand, shoppers can find one limited-edition beef jerky flavour and the twin-beef-stick pack at stores such as Woolworths, Foodstuffs, and Mobil, among others.
Consumers who purchase these limited-edition packs can scan a QR code, enter a unique code, and guess the secret flavours for a chance to win $1,000,000. This promotional strategy aims to attract a younger audience, particularly Gen Alpha and Gen Z, who are known for snacking more frequently than previous generations but have been less engaged with meat snacks.
Dan Bitti, Jack Link’s Marketing Director for the Asia-Pacific region, stated, “This is without a doubt the biggest news to ever hit meat snacks across Australia and New Zealand.” He emphasized the disruptive nature of the launch, highlighting the combination of exclusive products and the substantial cash prize as a key draw for consumers.
The collaboration is expected to not only boost Jack Link’s visibility in the market but also encourage new customers to explore meat snacks. Troy Link, CEO of Jack Link’s, remarked that MrBeast’s entrepreneurial spirit aligns perfectly with the brand’s values. “This collaboration creates a powerful opportunity to bring new consumers into the meat snacks category and deliver incremental growth for our retail partners globally,” he added.
MrBeast also shared his enthusiasm about the partnership, expressing that his long-standing enjoyment of Jack Link’s products made the collaboration a natural fit. “Now we get to create something super fun and tasty for our fans,” he noted.
The Jack Link’s x MrBeast W.T.F! range is set to launch in January 2026, with specific flavours being progressively revealed starting in April. This initiative represents a significant step in both marketing and product innovation within the meat snack sector, aiming to capture the attention and loyalty of a younger demographic.
For those interested in keeping up with important media and marketing developments, related news will be available daily through the Mediaweek Morning Report, delivered free each morning.
