Now four decades old, Jack Link’s is the world’s leading meat snack brand. It supplies both the iconic Peperami and the jerky and biltong snack Jack Link’s.
David Harriman, UK Country Director at Link Snacks International, shares insights on the fast-growing meat snacks category, Peperami’s role in driving its growth, and how Jack Link’s latest innovations are delivering bold flavour and big opportunities to wholesalers and retailers.
Can you provide a brief overview of Jack Link’s and its core offerings?
Jack Link’s is a family-owned company celebrating its 40th anniversary and today it is the number one meat snack brand globally. The business was founded in the U.S. and has grown significantly across Europe and beyond.
In the UK, we are best known for two leading brands: Jack Link’s, the clear growth leader in the jerky and biltong category, and Peperami which continues to lead in chilled protein snacking.
We specialise in high protein, convenient snacks designed to meet the needs of today’s on-the-go consumer – whether it’s a quick fuel-up at work, a lunchbox staple, a post-gym bite or at home.
What sets Jack Link’s apart from others in the meat snacks sector?
It starts with heritage and quality. Jack Link’s uses lean cuts of 100% beef, packed with protein and big flavour, offering a naturally functional snack in a convenient format. We are also a major category growth driver, combining innovation, insight and multi-channel investment.
Peperami adds even more breadth to our portfolio. Our iconic ‘Animal’ mascot is instantly recognisable and the brand is backed by heavyweight marketing, making it a consistent performer for retailers and wholesalers alike.
How much is the meat snacks category worth? Is there still room for growth?
The UK meat snacks category is worth over £360 million, and it has doubled in size over the past five years. With the growing demand for high protein, better-for-you snacks, there is huge potential for it to double again.
We are seeing strong momentum across chilled and ambient formats, with one in three UK households now buying meat snacks. That penetration is still growing strongly, especially among younger, health conscious shoppers.
How are Jack Link’s and Peperami performing in the UK?
Peperami continues to lead the chilled meat snacks market and has grown over 80% in the past five years. It’s now a £140 million brand, purchased by one in five UK households.
Meanwhile, Jack Link’s is the fastest-growing jerky brand in the UK, with sales up over 15% in value and 12% in volume in the past 12 months. Our 25g Beef Jerky Original is the top-performing unit in the category, showing strong consumer demand for portable, protein-packed snacks.
What’s driving this performance?
Consumers are demanding healthier, high protein, convenient snacks and we are delivering on that. Our products hit key shopper needs: flavour, satiety, low calories and easy on-the-go formats. We are also investing heavily in innovation and marketing, with our iconic ‘Animal’ mascot for Peperami and a new global partnership for Jack Link’s with MrBeast who has the largest presence on social media.
What’s your outlook for the meat snacks category?
The future is very bright. Protein snacking is no longer a niche, it’s moving mainstream. Mintel forecasts snacking will grow by +23% between 2024 and 2029, with savoury snacks leading the charge. With 95% of the UK population snacking and the category evolving to meet wellness and convenience trends, meat snacks are perfectly positioned to thrive.
Tell us about Jack Link’s new collaboration with MrBeast. What’s launching?
We recently announced a groundbreaking global partnership with MrBeast (Jimmy Donaldson), the world’s number one social media creator, to launch a new line of protein packed meat snack products. This partnership marks MrBeast’s first ever collaboration with a CPG brand and represents a unique convergence of digital influence and traditional category leadership.
We have started to activate the partnership globally this year and it will land in the UK with exciting products and packaging in 2026 – combining Jack Link’s trusted quality with MrBeast’s unrivalled digital reach. Designed for convenient food cupboard storage and active lifestyles, the new lines target Gen Z, Gen Alpha and their parents, tapping into younger consumers who snack multiple times a day but are underrepresented in meat snack purchasing.
What consumers are you targeting with the MrBeast range and Peperami Chicken launches?
With MrBeast, we are targeting younger, digitally native consumers, plus their parents, who want fun, functional snacks that align with their lifestyle. For our new Peperami Chicken Tikka Skewers and our relaunched Chicken Bites, we are reaching both young adults and families, offering a £1 PMP format and just 95kcal per pack. They are perfect for lunchboxes, gym bags or mid-afternoon pick-me-ups.
What flavours are available in the Chicken Bites range?
Our Peperami £1 PMP Chicken Bites come in two bold flavours: Tikka and Roasted. Each chilled 45g pack is packed with protein and big on taste, making them an ideal choice for shoppers looking for satisfying, healthier snacks with strong value cues.
How are you supporting Chicken Bites in the market?
We have launched a multi-million-pound campaign across TV, digital, social and in-store to drive visibility and demand. At the centre of this is our Peperami mascot, the ‘Animal’, now back on screens in full force. We are shaking up the chilled snacks aisle with bold creative, full-on flavour and unmissable in-store activation.
How can wholesalers maximise meat snacks sales?
Wholesalers have a key role to play in unlocking growth in the meat snacks category, by stocking the right range, highlighting innovation and ensuring availability. The category is driven by demand for high-protein, flavourful snacks that support active, on-the-go lifestyles.
Jack Link’s beef jerky meets these evolving needs with bold flavour, a naturally lean recipe and a satisfying chew that delivers lasting energy. Our 25g Beef Jerky Original delivers the highest unit rate of sale in the category, while the 60g format offers standout value, appealing to both new and repeat shoppers.
Meanwhile, Peperami continues to lead the way in accessible protein snacking. Bestsellers like Peperami Sticks, Lunchbox Minis, and Chicken Bites remain staples for convenience retailers, while exciting NPD like our £1 PMP Chicken Bites relaunch and new Chicken Tikka Skewers are tapping into growing demand for value, flavour, and protein-rich convenience.
To drive sales in depot and support their retail customers, wholesalers should focus on three key strategies:
• Visibility
Brand blocking is key to make it easy for shoppers to find the brands they love. Use clear, prominent displays and impactful POS to ensure bestsellers are easy to find. Visibility prompts impulse purchases and simplifies decision- making for time-pressed shoppers.
• Champion innovation
Highlight new, high-performing products that bring excitement to the fixture – particularly those aligned with shopper trends like value pricing and health-conscious snacking.
• Back proven sellers
Prioritise core SKUs with strong rate of sale – including Peperami 5- packs, single salami sticks and Jack Link’s 25g Beef Jerky Original, which leads the category in unit sales. These are must-stocks for retailers targeting families, young adults and lunchbox occasions.
By getting the basics right and supporting bestselling and innovative ranges, wholesalers can help retailers maximise sales and meet growing shopper demand for tasty, protein-packed snacks.
Source: Nielsen June MAT 2025.
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