Content creator MrBeast has teamed up with meat snack brand Jack Link’s to introduce a new line of beef jerky that turns snacking into an interactive guessing game, offering consumers a chance to win $1 million. This collaboration, which marks MrBeast’s first partnership with a consumer packaged goods company, will debut in Australia and New Zealand in January 2026.
The new product line, titled W.T.F! (What’s. The. Flavour?!), includes two limited-edition beef jerky flavours and a twin-beef-stick pack in Australia, while New Zealand will feature one limited-edition flavour along with the beef-stick pack. These products will be available at major retailers, including Woolworths and 7-Eleven, as well as various petrol stations and independent stores across both countries.
Consumers who purchase the limited-edition packs can participate in the guessing game by scanning a QR code and entering a unique code found inside the packaging. Those who guess the secret flavours correctly will be entered into a draw for a chance to win the grand prize of $1 million.
Strategic Move to Capture Younger Audiences
According to Dan Bitti, marketing director for Jack Link’s in the Asia-Pacific region, this initiative is poised to make a significant impact on the meat snacks market in Australia and New Zealand. “This is without a doubt the biggest news to ever hit meat snacks across Australia and New Zealand,” he stated. Bitti emphasized that the launch combines innovative products with a unique opportunity for consumers, targeting the younger generations, particularly Gen Alpha and Gen Z, who are known for snacking more frequently than previous generations.
Jack Link’s CEO Troy Link highlighted the alignment between MrBeast’s entrepreneurial spirit and the brand’s values. He noted that this partnership serves as a strategic opportunity to draw new consumers into the meat snacks category, ultimately supporting growth for their retail partners worldwide.
MrBeast expressed enthusiasm for the collaboration, stating, “I’ve been eating Jack Link’s for as long as I can remember, so teaming up was a no-brainer.” He added that this project allows them to create something enjoyable and delicious for their fans.
Launch and Flavour Reveal Timeline
The Jack Link’s x MrBeast W.T.F! range will officially launch in January 2026, with specific flavours and details being progressively unveiled starting in April. This innovative approach not only enhances consumer engagement but also positions the brand effectively in a competitive market.
As Jack Link’s seeks to expand its consumer base, the collaboration with MrBeast appears to be a promising venture, blending fun with flavour in a way that resonates with today’s younger audience. This partnership underscores the evolving landscape of marketing in the food industry, where interactive experiences are becoming increasingly vital in attracting and retaining customers.
The excitement surrounding this initiative reflects a broader trend of brands collaborating with influential figures to create unique consumer experiences. As the launch date approaches, anticipation builds for what could be a transformative moment for both Jack Link’s and MrBeast in the meat snack sector.
