Feastables: How MrBeast Turned a Chocolate Bar Into His Profit Center

Feastables started as a chocolate bar promoted in MrBeast videos and became the profitable core of Beast Industries. Here is the documented timeline, the reported 2024 numbers, the retail push, and what consumer-goods founders can learn from it.

Feastables is the chocolate brand MrBeast launched in the US in January 2022, and by 2024 it was the part of his company that made money. Investor documents reported by Bloomberg showed about $250 million in sales and more than $20 million in profit that year. This piece follows the brand from golden-ticket stunt to supermarket shelf and pulls out lessons for founders of consumer-goods companies.

Where it stands: In July 2026, Scottish Grocer reported that Feastables Cups were rolling out to Co-op Wholesale locations across the UK, extending the brand’s reach to independent shops and forecourts.

How Feastables started

The brand began as a product built to ride an audience. Bloomberg reported that Jimmy Donaldson started Feastables in 2021 with help from Jim Murray, a former president of the protein bar company RXBar. That hire mattered: a creator brings attention, but a packaged-food veteran brings suppliers, pricing and retail relationships.

The launch itself was a video. According to Tubefilter, buyers hunted for Willy Wonka-style golden tickets in their bars, and Bloomberg reported that a $500,000 prize contest among some of those winners became a MrBeast video. The Grocer reported that demand crashed Donaldson’s website during a giveaway.

Timeline

When What happened
2021 Work begins with ex-RXBar president Jim Murray (Bloomberg)
January 2022 US launch of Feastables bars (The Grocer)
September 2022 Walmart deal to stock the bars (The Grocer)
June-July 2023 UK online launch, then Spar and Asda listings (The Grocer)
2024 About $250M sales, more than $20M profit (Bloomberg)
March 2025 Bars double as Beast Games entries (Tubefilter)
July 2026 Cups reach Co-op Wholesale in the UK (Scottish Grocer)

Getting into stores

Retail distribution is the hard part of any snack brand, and Feastables solved it fast. The Grocer reported that Walmart signed a deal to list the bars in September 2022, and Bloomberg noted that the chocolate was at first only available at Walmart before spreading to Europe, Africa and Asia. By 2025, Tubefilter listed Walmart, Target and Kroger among the US chains carrying its new peanut butter cups.

The UK path shows how scarcity can pull a brand abroad. Before any official launch, The Grocer reported, imported US bars appeared on Amazon via third-party sellers, with single bars going for £8 and more. Direct online sales followed in June 2023; Spar and Asda listings came weeks later. In 2026 the UK distributor, Walkers Chocolate, took the Cups into Co-op Wholesale, which supplies thousands of independent retailers, Nisa stores and forecourts.

Online, the brand now points shoppers elsewhere: the Feastables website says its online sales have moved to the MrBeast store.

Reported sales and profit

The only detailed figures are from Beast Industries’ 2025 pitch to investors, as reported by Bloomberg, and they are unaudited. Feastables is majority owned by Beast Industries, and its 2024 profit came in a year when the wider company lost money, which is why Bloomberg framed chocolate rather than video as MrBeast’s real moneymaker.

Revenue is not profit, and neither is a valuation. Revenue (or sales) is money taken in; profit is what remains after costs. The company also told investors that Feastables would triple in size over the next couple of years. That is a forecast, and no later audited result has been published to confirm or refute it.

For the parent company’s other units and its funding rounds, see our breakdown of the Beast Industries business model.

The channel as the marketing department

The structural advantage is that Feastables rarely has to buy attention. In Bloomberg’s reporting, CEO Jeff Housenbold called content and media “a marketing investment in everything else we do.” In 2025, Tubefilter reported, a sweepstakes let 50 fans turn Feastables purchases into Beast Games entries, tying the chocolate to the Amazon show.

Donaldson has framed the product as a challenge to incumbents. He said of the big chocolate makers, as quoted by The Grocer: “These guys just own all the chocolate space, and they don’t innovate.”

The brand also leans on sourcing claims. On its site, Feastables says, “Our cocoa is 100% Fairtrade certified,” and that its farmer payments are set at whichever is greater of two benchmarks: the living income reference price or the going market rate.

What went wrong, as reported

Not every step was smooth. Bloomberg reported early mistakes, including a packaging mishap. A sharper issue came from advertising self-regulation. In 2025, the Children’s Advertising Review Unit (CARU), part of BBB National Programs, said a 2024 Halloween sweepstakes had not properly disclosed its free method of entry, among other findings, Tubefilter reported. In a joint statement, the MrBeast and Feastables teams disagreed with some conclusions, saying “a variety of the issues raised by CARU relate to practices long since revised and/or discontinued,” and added that they would take the concerns under advisement for future ads in children’s media. Tubefilter did not report any FTC action.

Lessons for CPG founders

  • Pair reach with operators. Feastables brought in an RXBar veteran before scaling; audience alone does not get a bar onto a Walmart shelf.
  • Use launches as content. The golden-ticket contest made the product the plot of a video.
  • Build compliance in early. When your buyers are young, sweepstakes and ad disclosures draw scrutiny; the CARU review followed a promotion, not the product.
  • Know your unit economics. In the reported 2024 figures, chocolate earned a profit while the media unit lost money; know which of your lines is which.

Other creator food brands took different paths; compare Prime Hydration’s arc. Bloomberg reported that more than 100 people now work on Feastables.

Frequently Asked Questions

Who owns Feastables?

Beast Industries, the company founded and led by Jimmy Donaldson (MrBeast), is the majority owner, Bloomberg reported in March 2025. The full list of minority holders has not been published.

When did Feastables launch?

The Grocer reported that the chocolate bars launched in the US in January 2022. Bloomberg dated the start of the business to 2021, when Donaldson began working on it with former RXBar president Jim Murray.

How much money does Feastables make?

Investor documents reported by Bloomberg put 2024 sales at about $250 million and profit at more than $20 million. Feastables is private and has not published audited results.

Where can you buy Feastables?

In the US, Tubefilter listed Walmart, Target and Kroger among stockists in 2025. In the UK, Asda and Spar listed the bars in 2023, and Cups reached Co-op Wholesale in 2026, according to The Grocer and Scottish Grocer. The brand says its online sales have moved to the MrBeast store.

Is Feastables Fairtrade?

Feastables says on its website that its cocoa is 100% Fairtrade certified and that it pays cocoa farmers the greater of the living income reference price or the market rate.

Sources

This article is general information for founders and is not accounting, legal or investment advice. Net worth figures are estimates published by the outlets named, on the dates shown. They are not disclosed by the people profiled, they move with markets and private valuations, and different publications reach different numbers. Found Founders is not affiliated with anyone profiled here.