Feastables

Estimates in investor documents put Feastables’ 2024 sales at about $250 million and profit above $20 million, while MrBeast’s media business was estimated to have lost nearly $80 million. The chocolate company had become profitable alongside a media operation that included his YouTube channels and Beast Games, the Amazon competition show.

Jimmy Donaldson had built a career around people watching what he would do next. With Feastables, a golden-ticket giveaway got fans to try the chocolate, but the team still had to fix a bar that broke too easily and develop a recipe it wanted to keep selling. Turning viewers into customers was the beginning of running a food company.

At a glance:

Public launch	January 29, 2022
Founder	Jimmy Donaldson, known as MrBeast
Early operating partner	Jim Murray, former president of RXBAR
Parent business	Beast Industries
Distribution	Retail chains including Walmart, Target, and 7-Eleven; online sales
Cocoa sourcing milestone	Fairtrade certification announced in April 2025

The Story

A snack business needed someone who knew snacks

Donaldson’s experience with Crohn’s disease influenced his idea for a snack with a short ingredient list. He brought in Jim Murray, the former president of RXBAR, to help build the business, and launched with three chocolate flavors marketed around a base of four ingredients.

A golden-ticket promotion offered fans the chance to compete for a chocolate factory. More than a million bars sold in the first 72 hours, and by May 2022, the company said sales had passed $10 million.

Taking the bars into Walmart

Feastables launched through its own website, Walmart’s website, and Gopuff, then reached Walmart’s physical stores. By September 2022, Donaldson announced that the chocolate and Walmart-exclusive cookies were available across the chain’s US stores. He had held off announcing the cookies until the rollout was complete.

Rebuilding a product people already recognized

The original bar was thin enough to break on shelves and had no break lines, so it could shatter when someone wanted a piece. The team made it thicker, added sections and room for fillings, and redesigned the wrapper in MrBeast’s light blue. Feastables became the main name on the front, with MrBeast’s branding secondary.

The team also wanted better-tasting chocolate. In February 2024, Donaldson described traveling to factories and trying formulas before introducing a new recipe and seven flavors. The short ingredient list had helped define the original product, but the company was willing to change it.

The Strategy

Making the next purchase easier

Retail distribution put Feastables alongside products customers were already buying, giving someone who first heard about it online another place to encounter it. Walmart was followed by a broader retail presence, including Target and 7-Eleven.

That changes what a creator brand has to deliver. A viewer who seeks out a launch may be willing to make a special purchase; a chocolate bar on a shelf is competing on availability, price, packaging, and taste every time someone passes it.

Adding a sourcing commitment customers could identify

In April 2025, Feastables announced that all the cocoa in its chocolate was Fairtrade certified. Its commitments also included paying the Living Income Reference Price and working with farms using child-labor monitoring and remediation systems.

The certification gave the sourcing promise a recognizable mark on packaging. It was a later development in the business, separate from the ingredient-focused message at launch, and the stated goal of ending child labor should be distinguished from evidence that the problem has been eliminated.

The Marketing

Making a product launch into a video people wanted to watch

The golden-ticket promotion led to a June 2022 video in which contestants competed inside a recreation of Willy Wonka’s chocolate factory. Gordon Ramsay appeared as a judge in the final cooking challenge, and the winner was offered a cash alternative to keeping the factory.

The video received 37 million views in its first two days. It gave viewers a complete entertainment premise while repeatedly connecting that premise to the chocolate brand. The product had a role in the story, rather than appearing only in an advertising break.

That reach doesn’t make the marketing free. Building a set, producing a competition, and offering prizes require resources, and the audience came from a media operation Donaldson had spent years developing. The advantage was a way to reach viewers directly, without having to introduce an unfamiliar founder through someone else’s channel.

Keeping promotion connected to the person

Donaldson could announce new products to people who already followed him, which helped Feastables get attention quickly. The same arrangement meant that product claims, promotions, and the founder’s reputation remained closely connected.

For a brand with children in its audience, that connection also raised questions about whether viewers understood when entertainment had become advertising. Those questions became the subject of a formal advertising review in 2025.

The Numbers

The investor figures combined nine months of results with an estimated final quarter. They were reported in March 2025, rather than drawn from publicly audited full-year accounts. The two divisions had brought in similar sales, but making and selling the chocolate left a profit while producing the media did not.

That distinction explains why Feastables became important to the wider business. It doesn’t establish how much cash was transferred between divisions, or that chocolate profits covered the media losses.

Later reporting on internal documents showed US retail unit growth slowing from 33% in 2024 to 13% in 2025. Those figures measure units in the covered retail channels, not worldwide revenue. They show continued growth at a slower pace, rather than a decline in units sold.

Controversies

A trademark dispute changed a product name

In August 2023, Jacksonville peanut company Dee’s Nuts sued Feastables over its “Deez Nutz” bar. The dispute ended with a settlement and a permanent injunction approved by a federal judge that December, preventing Feastables from using the name on its candy. It was not disclosed whether money changed hands, and the later range used the name Peanut Butter. A name that fit the founder’s internet humor still had to clear the same trademark constraints as any other packaged product.

Children’s advertising review

In September 2025, the Children’s Advertising Review Unit recommended changes to MrBeast and Feastables promotions, including clearer advertising identification, substantiated taste-test claims, and better disclosure of free sweepstakes entry. It also raised children’s privacy concerns. CARU is an industry self-regulatory body, and the announcement was not a court judgment or government fine. The companies disputed some conclusions while cooperating on changes and saying some practices had already been changed or discontinued.

What You Can Learn

An audience gives a product its first opportunity. Feastables’ videos brought attention, while its product development still involved changing a recipe, fixing breakage, and designing for a store shelf. Those are separate jobs within the same business.

Make the promise specific enough to check. A named certification is more concrete than a broad claim about doing good, and a taste-test claim needs evidence that supports what the advertising actually says.

For another creator-led consumer business, read the Prime case study, which examines Logan Paul and KSI’s drinks brand.

Frequently Asked Questions

Who founded Feastables?

Jimmy Donaldson, known as MrBeast, founded Feastables and brought in former RXBAR president Jim Murray to help build and run the business. Its public launch was on January 29, 2022.

Is Feastables owned by MrBeast?

Feastables sits within Beast Industries. That group’s valuation covers more than the chocolate business and should be distinguished from a standalone Feastables valuation.

How much money does Feastables make?

Estimates in investor documents put 2024 sales at about $250 million and profit above $20 million. Those historical figures should be distinguished from later forecasts and from the finances of Beast Industries as a whole.

Why did Feastables change its chocolate?

The team wanted to improve the taste and address practical problems with the original bar’s shape. Its redesign included a thicker bar with break lines, while Donaldson announced a reformulated range in February 2024.

Does Feastables use Fairtrade cocoa?

Fairtrade and Feastables announced in April 2025 that all the cocoa in Feastables chocolate was Fairtrade certified. The announcement included additional commitments on farmer income and child-labor monitoring.

Where can you buy Feastables?

Feastables is distributed through retailers including Walmart, Target, and 7-Eleven, with availability depending on location. Its official website now directs online shoppers to MrBeast.store.

Sources

• Feastables, “MrBeast Launches Better-For-You Snacking Brand Feastables,” January 29, 2022. Launch, founding roles, initial products, promotion, and initial sales channels.
• Tubefilter, ”…Its cookies are now available at Walmart,” September 16, 2022. Retail rollout and timing of Donaldson’s announcement.
• Business Insider, “How MrBeast’s Feastables used giveaways and data…,” May 9, 2022. Initial bar sales and sales reported by May, distinguished from launch-week revenue.
• Business Insider Taiwan, licensed edition of Lucia Moses’ reporting, July 10, 2026. Corporate context and retail distribution; distinguishes net revenue from sales.
• Night Light, “Future of Feastables,” undated. Firsthand account of packaging, mold, breakage, and branding changes; accessed October 30, 2026.
• Tubefilter, “MrBeast reformulates Feastables…,” February 20, 2024. Recipe development, seven-flavor range, and the renamed peanut butter bar.
• Feastables, “Do you have a new formula?” accessed October 30, 2026. Official acknowledgement of reformulation and product-label guidance.
• Fairtrade, “100% of cocoa in Feastables’ chocolate is Fairtrade certified,” April 8, 2025. Certification timing and sourcing commitments.
• Tubefilter, “Come see MrBeast’s world of pure imagination on YouTube,” June 6, 2022. Factory video, contest, Gordon Ramsay appearance, and initial viewing figures.
• Forbes, “MrBeast Sparks Backlash After Asking Fans To Clean Up Shelves,” March 6, 2023. Cash alternative to the factory prize.
• Fast Company, “MrBeast’s chocolate empire is making more money than his YouTube channel,” March 13, 2025. Investor-document financial reporting, including the scope of the media division.
• Entrepreneur, ”…More Money From This ‘Sweet’ Side Hustle…,” March 11, 2025. Corroborating financial reporting used for the revenue FAQ.
• Fortune/Bloomberg, ownership reporting, March 11, 2025. Estimate status.
• Business Insider, “MrBeast’s chocolate brand sees growth slow after a sugar rush,” July 10, 2026. US retail unit growth, kept distinct from worldwide revenue.
• News4JAX, ”…MrBeast can’t use ‘Deez Nutz’ name…,” December 12, 2023. Settlement, permanent injunction, and undisclosed financial terms.
• BBB National Programs, “CARU Recommends MrBeast and Feastables Improve Advertising and Privacy Practices,” September 18, 2025. Advertising and privacy review, recommendations, and company responses.
• Feastables, “Our Cocoa Story,” accessed October 30, 2026. Brand history and current online-store destination.