Feastables
MrBeast's chocolate brand. From zero to $250 million in revenue in under three years, powered by 300 million YouTube subscribers and a former RXBAR executive who knew how to get into Walmart.
Feastables generated $250 million in revenue and $20 million in profit in 2024, which made a chocolate bar brand more profitable than the largest YouTube channel on the planet. MrBeast’s media business brought in $246 million the same year but lost $80 million, meaning the snack company he launched as a side project is now subsidizing the video empire that made him famous.
The brand went from $0 to $250 million in under three years, sold one million chocolate bars in its first 72 hours for over $10 million in sales, and is projected to reach $520 million in 2025. It is one of the fastest-scaling celebrity brands in consumer packaged goods history, built on a distribution model that no traditional CPG company can replicate: 300 million YouTube subscribers who watch every product launch as entertainment before they ever see it on a shelf.
At a glance:
| Founded | Incorporated July 2021; launched January 29, 2022 |
| Founder | Jimmy Donaldson (MrBeast) |
| Key hire | Jim Murray (former President/CFO of RXBAR, left CEO role July 2023) |
| Beast Industries CEO | Jeff Housenbold (former SoftBank Vision Fund executive) |
| Ownership | MrBeast owns “a little over half” of Beast Industries, which is majority owner of Feastables |
| Revenue | $33M (2022), $96M (2023), $250M (2024), $520M projected (2025) |
| Profit (2024) | $20M |
| Funding | $5M seed (Jan 2023, $50M valuation); $300M Series C for Beast Industries (late 2024, ~$5B valuation) |
| Retail | Walmart, Target, 7-Eleven, Walgreens, Safeway, Speedway. 30,000+ locations across the US, Canada, Mexico, UK, Australia, Germany, India, France |
| Price | ~$1.52 to $2.24 per bar at retail |
| HQ | Chicago, Illinois |
The Story
Jimmy Donaldson was diagnosed with Crohn’s disease at 15, lost 50 pounds, and became acutely aware of what goes into processed food in a way that most teenagers never have to think about. That health crisis became the origin story for Feastables, though the brand’s actual creation had as much to do with CPG expertise as it did with personal motivation.
Donaldson recruited Jim Murray, the former President and CFO of RXBAR, the protein bar brand that Kellogg acquired for $600 million in 2017. Murray had already proved he could take a “few ingredients, clearly listed” product concept from startup scale to mass retail, and Feastables was conceived as the same playbook applied to chocolate: simple ingredients, clean labels, a built-in audience that would create instant demand. The two incorporated Beast Industries in July 2021 and spent six months developing the product before the public launch.
On January 29, 2022, Feastables went live with a Willy Wonka-inspired golden ticket sweepstakes that offered over $1 million in prizes, including ten golden tickets hidden in bars and an actual chocolate factory (or a $500,000 cash buyout) for the grand prize winner. One million bars sold in the first 72 hours. By June 2022, Donaldson had built a life-size Willy Wonka chocolate factory for a YouTube video that pulled 37 million views in two days, turning the product launch into a content franchise rather than a one-time marketing campaign.
Murray departed the CEO role in July 2023, and Beast Industries brought in Jeff Housenbold, a former SoftBank Vision Fund executive, as CEO of the parent company. By late 2024, Beast Industries had raised a $300 million Series C at a roughly $5 billion valuation, with Feastables as its most valuable asset.
The Strategy
Walmart first, not DTC first
Most celebrity brands launch direct-to-consumer and treat retail as a later milestone, but Feastables prioritized physical shelf space from the beginning. The logic was straightforward: chocolate is an impulse buy that works better at a gas station checkout than in someone’s online cart, and MrBeast’s audience skewed young enough that many of them were shopping at convenience stores and supermarkets rather than managing their own e-commerce accounts. Feastables reached 30,000 retail locations across Walmart, Target, 7-Eleven, Walgreens, Safeway, and Speedway, plus international distribution in over a dozen countries. Murray’s RXBAR experience in retail distribution made the shelf-space strategy executable from day one.
YouTube as a zero-cost marketing engine
The defining advantage Feastables holds over every competitor in confectionery is that it never has to pay for customer acquisition. With over 300 million YouTube subscribers, every product launch doubles as a piece of content that tens of millions of people watch voluntarily, and the golden ticket campaigns and factory videos function simultaneously as entertainment and advertising. Traditional CPG brands spend 15 to 25 percent of revenue on marketing. Feastables effectively spends close to zero on awareness because the influencer marketing channel is owned by the founder, not rented from a third party. This is the structural advantage that makes the brand’s growth rate possible and that no competitor without an equivalent audience can replicate.
The clean-label pivot to mainstream taste
Feastables launched with an RXBAR-inspired positioning of four to five simple ingredients, clearly listed on the wrapper, which was a credible health-conscious angle for a chocolate brand. In February 2024, the company reformulated its entire line to be “sweeter and creamier,” adding soy lecithin and additional ingredients that brought the count above six. The move explicitly abandoned the clean-label identity in favor of mainstream taste appeal, a bet that mass-market consumers would choose flavor over ingredient minimalism. The reformulation drew criticism from early fans, but the revenue trajectory suggests the bet paid off: sales grew from $96 million in 2023 to $250 million in 2024.
Aggressive SKU expansion
The initial launch featured three chocolate bar flavors, and by 2024 the lineup had expanded to over ten flavors plus peanut butter cups, hazelnut cups, gummies, and a chocolate milk product slated for August 2025. Feastables also partnered with Logan Paul and KSI’s Prime brand on Lunchly, a meal kit product aimed at kids. The speed of product development reflects the strategy of using MrBeast’s content machine to launch each new SKU as its own event, creating built-in demand for categories the brand has no legacy in.
The Numbers
| Year | Revenue | Notes |
|---|---|---|
| 2022 | ~$33M | Launch year |
| 2023 | ~$96M | ~191% growth |
| 2024 | ~$250M | ~160% growth; $20M profit |
| 2025 (projected) | $520M | Per Fortune reporting |
Growth compounded at roughly 191% from 2022 to 2023 and approximately 160% from 2023 to 2024, with the deceleration reflecting the natural slowdown of a brand scaling past $100 million rather than any loss of momentum.
The $20 million profit figure for 2024 is the most revealing number in MrBeast’s entire business portfolio. His media operation, which includes YouTube channels across multiple languages, production staff, and videos that cost $3 to $4 million each, generated $246 million in revenue but lost $80 million. Feastables, by contrast, turned a $20 million profit on $250 million in revenue. The chocolate is funding the content, not the other way around.
Funding: Beast Industries raised a $5 million seed round in January 2023 at a $50 million valuation, followed by a $300 million Series C in late 2024 at a valuation of approximately $5 billion. Donaldson owns “a little over half” of Beast Industries, which makes his stake worth roughly $2.5 to $3 billion, the majority of which is attributable to Feastables.
Controversies
Dee’s Nuts trademark lawsuit
In August 2023, Dee’s Nuts, a Jacksonville-based peanut company that had held a trademark on its name since 2012, sued Feastables for selling a chocolate bar called “Deez Nutz.” A federal judge granted a permanent injunction in December 2023, forcing Feastables to pull the name entirely. The bars were renamed to “Peanut Butter” as part of the broader February 2024 rebrand.
Lunchly mold contamination
In October 2024, YouTuber Rosanna Pansino posted video of mold on cheese inside a Lunchly meal kit, the product Feastables co-developed with Logan Paul and KSI’s Prime brand. The FDA received over 10 complaints about the product, and fellow creator DanTDM called the brand out publicly, saying they were “selling crap to kids who don’t know better.” The incident raised broader questions about celebrity-branded food products aimed at children and whether the audience’s trust in the creator transferred inappropriate credibility to a packaged food item.
Reformulation backlash
When Feastables added soy lecithin and additional ingredients in its February 2024 reformulation, the shift from a four-to-five-ingredient bar to a more conventional recipe drew criticism from the health-conscious consumers who had been the brand’s earliest adopters. Online reviews described the new formula as “too sweet,” “chalky,” and “generic,” and critics argued that abandoning the clean-label positioning undermined the premise the brand was built on. Feastables did not reverse the changes, and the revenue growth that followed suggests the company accepted losing a niche audience in exchange for broader mass-market appeal.
What You Can Learn
Your audience is the product, not the marketing budget. Feastables spends effectively nothing on customer acquisition because 300 million subscribers watch each launch as content, which means every dollar of revenue drops closer to the bottom line than it would for a brand paying 20% of sales on advertising. For any online business, building an audience before building a product inverts the economics of growth in ways that paid marketing cannot match.
Hire the operator who has already done it. Donaldson did not try to figure out CPG distribution by himself. He hired Jim Murray, who had already taken RXBAR from startup to a $600 million Kellogg acquisition, and Murray’s playbook for ingredient-focused branding and retail placement became Feastables’ playbook. The pattern repeats across nearly every successful celebrity brand: the creator provides the audience and the operator provides the infrastructure to convert attention into revenue.
Be willing to abandon the positioning that got you started. Feastables launched on a clean-label, health-conscious identity and then threw it away 24 months later when the data showed that mainstream taste would generate more volume. That kind of strategic flexibility is uncomfortable, and it cost the brand credibility with early adopters, but the 160% revenue growth that followed the reformulation suggests the trade-off was correct.
Shelf space still matters more than DTC for impulse products. In a category where the average purchase price is under $2.25 and the buying decision happens in seconds, being in 30,000 retail locations drives more volume than any direct-to-consumer website. The Walmart-first strategy reflected a realistic understanding of how people actually buy chocolate, which is on impulse at checkout, not by placing an online order and waiting for shipping.
Frequently Asked Questions
Who owns Feastables?
Feastables is majority-owned by Beast Industries, and MrBeast (Jimmy Donaldson) owns “a little over half” of Beast Industries, which was valued at approximately $5 billion in late 2024.
How much revenue does Feastables make?
Feastables generated approximately $250 million in revenue and $20 million in profit in 2024, with projections of $520 million for 2025, according to Bloomberg and Fortune reporting.
Is Feastables more profitable than MrBeast’s YouTube channel?
In 2024, Feastables made $20 million in profit on $250 million in revenue, while MrBeast’s media operation lost $80 million on $246 million in revenue, making the chocolate brand the only profitable division of Beast Industries.
Where can you buy Feastables?
Feastables is available in over 30,000 retail locations including Walmart, Target, 7-Eleven, Walgreens, Safeway, and Speedway, as well as in Canada, Mexico, the UK, Australia, Germany, India, and France, at a retail price of roughly $1.52 to $2.24 per bar.
Why did Feastables change its recipe?
In February 2024, Feastables reformulated its bars to be “sweeter and creamier,” adding soy lecithin and increasing the ingredient count from four or five to six or more. The company abandoned its original clean-label positioning in favor of mainstream taste appeal, a decision that drew criticism from early fans but coincided with revenue growth from $96 million to $250 million.
What happened with the Lunchly mold controversy?
In October 2024, YouTuber Rosanna Pansino showed mold on cheese in a Lunchly meal kit, which Feastables co-developed with Logan Paul and KSI’s Prime. The FDA received over 10 complaints, and the incident prompted public criticism from other creators about celebrity-branded food products marketed to children.
Who founded Feastables?
Jimmy Donaldson, known online as MrBeast, founded Feastables and incorporated Beast Industries in July 2021. He recruited Jim Murray, the former President and CFO of RXBAR, to handle the CPG side, drawing on the playbook Murray used to take RXBAR to a $600 million Kellogg acquisition in 2017.
When did Feastables launch?
Feastables launched on January 29, 2022 with a Willy Wonka-inspired golden ticket sweepstakes that hid prizes inside the bars and offered an actual chocolate factory as the grand prize. One million bars sold in the first 72 hours, generating over $10 million in launch-week sales.
What is Feastables worth?
Feastables sits inside Beast Industries, which raised a $300 million Series C in late 2024 at a valuation of approximately $5 billion. Feastables is the most valuable asset in that portfolio, generating $250 million in revenue and $20 million in profit in 2024.
What is MrBeast’s net worth?
Donaldson owns “a little over half” of Beast Industries, which puts his stake at roughly $2.5 to $3 billion based on the late-2024 Series C valuation. The majority of that wealth traces back to Feastables rather than the YouTube media business, which lost $80 million in 2024 on $246 million in revenue.
Sources
- Bloomberg, “MrBeast Makes More Money From Feastables Than YouTube,” March 2025. Revenue, profit, media business losses.
- Fortune, “MrBeast’s Businesses,” February 2025. Valuation, projected revenue, ownership.
- Tubefilter, “MrBeast Feastables Rebrand,” February 2024. Reformulation details, ingredient changes.
- News4Jax, “MrBeast Can’t Use Deez Nutz Name,” December 2023. Trademark lawsuit details.
- Dexerto, “Rosanna Pansino Discovers Mold in Lunchly,” October 2024. Lunchly mold details.
- Fast Company, “MrBeast Feastables Willy Wonka Sweepstakes,” 2022. Launch details, golden ticket campaign.
- PR Newswire, “MrBeast Launches Feastables,” January 2022. Launch announcement, initial products.
- Entrepreneur, “MrBeast Makes More From His Side Business Than YouTube,” 2025. Revenue comparison, profitability.
- Fairtrade, “Feastables Launch,” 2025. Fairtrade certification, growth claims.