Meat snack brand Jack Link’s has partnered with content creator MrBeast to launch three Grass Fed Beef W.T.F! (What’s. The. Flavour?!) products across Australia and New Zealand.
The collaboration marks MrBeast’s first-ever partnership with a consumer packaged goods company, bringing ‘secretly flavoured’ snacks to the two markets.
In Australia, two limited-edition beef jerky flavours and a twin-beef-stick pack will be available from Woolworths, 7-Eleven, petrol and convenience stores, and other independent retailers.
In New Zealand, one limited-edition beef jerky flavour and a twin-beef-stick pack are available at Woolworths, Foodstuffs, Mobil, Fresh Choice, Z Energy, BP, Caltex, 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 the chance to win $1,000,000.
Jack Link’s marketing director APAC, Dan Bitti, said, “This is without a doubt the biggest news to ever hit meat snacks across Australia and New Zealand.”
“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,” he said.
The partnership aims to recruit new Gen Alpha and Gen Z consumers who snack more than previous generations but remain under-indexed in meat snacks.
Jack Link’s CEO Troy Link said MrBeast’s entrepreneurial spirit and dedication to his fans align 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 said.
MrBeast also 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.”
The Jack Link’s x MrBeast W.T.F! range launches in January 2026, with flavours progressively revealed from April.