Feastables
Feastables Inc. is an American snack company founded by YouTuber Jimmy Donaldson, known professionally as MrBeast, specializing in chocolate bars and related products launched in January 2022.[1] The brand positions itself as a mission-driven alternative to conventional snacks, emphasizing higher-quality ingredients and ethical sourcing practices, including 100% Fairtrade-certified cocoa cooperatives to address child labor concerns prevalent in the chocolate industry.[2][3] Feastables offers products such as milk chocolate and dark chocolate bars, with formulations updated for improved taste and texture.[4][5] The company has achieved rapid commercial success, generating $251 million in sales and over $20 million in profit in 2024, surpassing the profitability of Donaldson's media operations that year.[6] This growth stems from aggressive marketing via Donaldson's online platforms, initial giveaways, and distribution expansions into major retailers.[7] Amid broader industry scrutiny over supply chain ethics, Feastables has publicly committed to transparency and reforms, though it faced criticism from advertising watchdogs for potentially misleading taste-test claims in promotions.[8] The brand underwent a rebranding in response to early product feedback and packaging issues, aiming to better communicate its quality and mission.[9]
History
Founding and development
Feastables was founded in January 2022 by Jimmy Donaldson, known as MrBeast, a prominent YouTuber, alongside Jim Murray, former president of RxBar, who serves as co-founder and CEO.[1][10] The company emerged from Donaldson's dissatisfaction with conventional snack products, aiming to create higher-quality chocolate bars with transparent ingredients and ethical sourcing practices, including a commitment to Fairtrade-certified cocoa.[3] Murray's expertise in consumer packaged goods, gained from scaling RxBar prior to its acquisition by Kellogg's, was instrumental in product formulation and operational setup beginning in 2021.[11] The brand launched on January 29, 2022, with its flagship product, the MrBeast Bar, a milk chocolate bar marketed as a "better-for-you" alternative emphasizing simple ingredients without artificial flavors or preservatives.[1] Donaldson promoted the debut through a YouTube video titled "World's Most Delicious Chocolate Bar," leveraging his massive online audience to drive initial direct-to-consumer sales via Shopify.[12] Reed Duchscher, Donaldson's manager, played a key role in coordinating the launch strategy, focusing on gamified marketing elements like sweepstakes to engage consumers.[13] Early development emphasized rapid scaling through data-driven tactics, including subscriber acquisition via SMS marketing and giveaways, which built a foundation for sustained growth.[14] Within the first 72 hours, Feastables sold over 1 million bars, generating more than $10 million in revenue by May 2022, demonstrating the effectiveness of Donaldson's influencer-driven approach in disrupting traditional chocolate retail models.[7] This phase established core operational infrastructure, including partnerships for manufacturing and supply chain, while prioritizing sustainability goals like eliminating child labor in cocoa production.[15]Launch and early growth
Feastables launched on January 29, 2022, with the introduction of the MrBeast Bar, a line of chocolate bars sold directly to consumers through the company's website at prices ranging from $2.98 for individual bars to $49.99 for bundles.[1] The product emphasized simple, gluten-free ingredients sourced from organic cocoa, positioning it as a healthier snacking option amid MrBeast's (Jimmy Donaldson) personal experience with Crohn's disease influencing the formulation for better digestibility.[7] Initial availability focused on e-commerce, with early distribution partnerships including BevMo! and GoPuff to support rapid fulfillment.[7] The launch was promoted via MrBeast's Instagram and YouTube platforms, where Donaldson announced the bars in three flavors and tied sales to high-value giveaways exceeding $1 million in prizes, such as a Tesla vehicle and a chance to win a chocolate factory featured in a video.[7] [16] This strategy capitalized on his then-94 million YouTube subscribers, driving over 1 million bars sold in the first 72 hours post-launch.[7] Early growth accelerated through data-driven marketing, including SMS campaigns that built over 200,000 subscribers in the first year, and a $5 million seed funding round at a $50 million valuation from investors like 776, Shrug Capital, and Sugar Capital.[7] [14] By May 2022, cumulative sales surpassed $10 million, supported by a team of 13 employees across product design in Greenville, North Carolina, and operations in Chicago and San Diego, co-led by CEO Jim Murray, former president of RXBar.[7]Retail expansion and international reach
Feastables entered U.S. retail through a nationwide rollout at Walmart stores in September 2022, marking its initial large-scale physical distribution beyond direct-to-consumer sales.[17][18] In May 2023, the brand secured partnerships for availability in every 7-Eleven and Speedway location across the United States, broadening access in the convenience store sector.[19] Products subsequently became available at Target stores, further diversifying retail channels.[20] Internationally, Feastables launched in the United Kingdom in July 2023 via an exclusive partnership with SPAR convenience stores, distributing select SKUs through January 2024.[21] Expansion continued into Canada and Australia, with availability in various European markets, including a targeted entry into Germany in September 2024 and nationwide rollout at all Carrefour stores in France by April 2025.[22][23][24] The brand has also reached India and Malaysia, with ongoing efforts to add more countries amid global demand.[25][26] As of 2025, Feastables products are stocked in stores across North America, Europe, Australia, and select other regions, supporting certifications like OU Kosher rolled out starting in the U.S. in February 2025 and extending internationally thereafter.[27][28]Recent developments and challenges
In 2025, Feastables reported generating more revenue from chocolate sales than MrBeast's YouTube operations, with the company forecasting approximately $300 million in profit for 2026 and anticipating a tripling in scale over the subsequent years.[29] This financial momentum followed earlier achievements, including $250 million in sales and $20 million in profit by late 2024.[30] The brand expanded internationally, entering the German market in September 2024 through targeted retail partnerships after initial U.S. and Northern European success.[23] Additionally, Feastables achieved kosher certification across its U.S. product line in early 2025, bearing the OU-D symbol to broaden accessibility for observant consumers.[31] On the ethical front, Feastables committed to 100% ethically sourced cocoa by 2025, announcing initiatives to eradicate child labor in West African cocoa production and support education for affected children through three core pillars: direct intervention, farmer partnerships, and transparency.[2] In September 2024, the company joined Tony's Open Chain, a collaborative network aimed at reforming cocoa supply chains to eliminate exploitation, though some industry observers questioned the alignment given MrBeast's youth-oriented marketing style.[32][33] Challenges persisted in operations and marketing. Feastables underwent a rebrand addressing packaging flaws that confused consumers on flavors and obscured its ethical mission, alongside early production issues like brittle bars that prompted recipe adjustments for a sweeter, creamier profile in early 2024.[34][35] In September 2025, the Children's Advertising Review Unit (CARU) recommended modifications to Feastables' promotional practices, citing a 2024 Halloween sweepstakes that allowed up to 24 daily entries—potentially encouraging excessive participation among children—without adequate disclosure of odds or entry limits in ads.[8] Broader supply chain hurdles, including reliance on third-party processors amid industry-wide child labor concerns in cocoa sourcing, continued to draw scrutiny despite Feastables' pledges.[36]Products
Core chocolate offerings
Feastables' core chocolate offerings consist primarily of milk and dark chocolate bars, emphasizing simple, high-quality formulations marketed as "better-for-you" snacks with fewer artificial ingredients compared to competitors. The brand launched its initial products on January 29, 2022, featuring the MrBeast Bar in three milk chocolate-based flavors: Original Chocolate, Almond Chocolate, and Quinoa Crunch Chocolate, each designed for a balance of taste and perceived health benefits like added nuts or grains.[1] The flagship Milk Chocolate bar delivers a velvety, creamy texture derived from standard chocolate-making processes, weighing approximately 60 grams per bar in king-size packs.[4] Almond Chocolate incorporates roasted almonds for crunch, while Quinoa Crunch adds puffed quinoa for a lighter, grain-infused alternative to traditional fillings. These variants prioritize cocoa sourced from traceable suppliers, with the brand achieving 100% Fairtrade certification for cocoa by April 8, 2025.[37] Dark Chocolate was introduced as a later core option, featuring a reformulated recipe for intensified cocoa flavor and reduced sweetness, available in standard and sea salt variants to appeal to preferences for less milky profiles.[5] Peanut Butter Crunch emerged as a prominent milk chocolate extension, blending creamy peanut butter cups into the bar for a nostalgic Reese's-like experience without direct imitation claims.[38] All core bars underwent OU Kosher certification starting February 2025, expanding accessibility while maintaining production in Peru via Machu Picchu Foods.[39] These products form the backbone of Feastables' lineup, sold in multi-packs for direct-to-consumer shipping and retail distribution.[40]Ingredients and formulation
Feastables chocolate bars are formulated using a limited set of ingredients, prioritizing cocoa-derived components and natural additives without artificial flavors or colors. The brand emphasizes simplicity in its recipes, with plain varieties containing five to six core elements designed for smooth texture and balanced sweetness. This approach contrasts with many mass-market chocolates that incorporate emulsifiers, vegetable oils, or fillers more extensively.[41] In February 2024, Feastables reformulated its core milk and dark chocolate bars following internal blind taste tests, aiming for a "sweeter and creamier" profile while maintaining minimalism. MrBeast described the updated versions as superior in flavor to competitors like Hershey's, based on consumer panel results. The change involved adjustments to ratios and processing for enhanced mouthfeel, though specific proportional details remain proprietary. Earlier formulations, introduced at launch in January 2022, similarly avoided complex additives but drew some consumer preference for a less processed taste, per anecdotal reports.[42][4][5] Current ingredients for the primary offerings are as follows:| Product | Ingredients |
|---|---|
| Milk Chocolate | Sugar, whole milk powder, cocoa butter, unsweetened chocolate, soy lecithin, natural vanilla extract. Contains milk and soy. May contain traces of peanuts and tree nuts.[4] |
| Dark Chocolate | Sugar, unsweetened chocolate, cocoa butter, milkfat, soy lecithin, natural vanilla extract. Contains milk and soy. May contain traces of peanuts and tree nuts.[5] |