Feastables made MrBeast videos the ad for a store shelf.
About $250M in 2024 sales and $20M+ profit, sold mostly in stores. The videos send fans to Walmart, not to a checkout.
BLOOM10X did not work with Feastables. This breakdown uses public sources only, linked below.
- 2021Founded with ex-RXBAR president Jim Murray
- Jun 2022Golden tickets in bars feed a MrBeast video
- Mar 2023$5,000 monthly draw for fans who tidy displays
- 2024About $250M in sales, $20M+ profit
- 2025Factory videos link to a store finder
- Nov 2026Online sales moved to mrbeast.store
Chocolate pays for the videos.
Five plays behind the growth.
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Put the product inside the show
Feastables launched by hiding prizes in bars and inviting winners to compete for a $500,000 purse in a MrBeast video (Fortune, Mar 2025). In the video, the 10 contestants are there “because they found a golden ticket” in a bar. It has 387M views (YouTube).
Copy this: run one giveaway where buying the product is the entry, then film the winners. The content is the ad for the next drop.
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Recruit fans as merchandisers
In March 2023 MrBeast asked fans to tidy Feastables displays in Walmart. The brand ran a monthly $5,000 draw for before-and-after “shelfies.” Some fans joined; others called it unpaid work (NBC News, Mar 2023).
Copy this: if you sell in stores, ask buyers for a shelf photo in exchange for an entry, and use the photos to check stock and placement.
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Sell in stores first, online second
The bars were first sold only at Walmart (Fortune). Today the homepage hero is a “Find a store” button over Walmart, Target and Kroger logos, and the top bar says online sales have moved to mrbeast.store (feastables.com).
Copy this: pick one job for your site. If retail is the main channel, make the store finder the first button and keep the online store simple.
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Turn every video into a store finder
Two 2025 videos on MrBeast’s second channel, a factory tour and “How Feastables Chocolate is Made,” have 115M views between them. Both descriptions open with a link to find Feastables in a nearby store, tagged “FeastablesPartner” (YouTube).
Copy this: put one tracked link at the top of every video description and caption, pointing to where most of your buyers actually buy.
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Pick a fight with the category leader
The homepage sets a Feastables bar next to a bar labelled “Them” and prints the other bar’s additives in red. A homepage video tile reads “Gordon Ramsay decides Feastables vs Hershey’s” (feastables.com, Nov 2026).
Copy this: show your ingredient list next to the best-seller’s. Only print what is on both labels, and let shoppers compare.
Videos lose money, bars make it.
Profit in 2024
The loop
“A marketing investment in everything else we do.”
How the golden-ticket video sells a bar.
Our wireframe of “I Built Willy Wonka’s Chocolate Factory!”, from its transcript and description.
- 1The hook is the setThe first line: “I’ve recreated Willy Wonka’s Chocolate Factory in real life.”
- 2The stakesOne of the 10 contestants walks away with the factory.
- 3The product is the entryEvery contestant found a golden ticket in a Feastables bar. The bar is the reason the show exists.
- 4The format, not a pitchThe rest is a game show: hide and seek, then eliminations. No product talk.
- 5The call to actionThe description’s first line: “Win a Tesla or be in a MrBeast video,” with a link to feastables.com.
YouTube, MrBeast channel, video Hwybp38GnZw, listed Jun 4, 2022, seen Nov 10, 2026.
The homepage sends you to a store.
- 1Online is a side doorThe top bar: “Online sales have moved to mrbeast.store.” The “Buy now” menu link goes there too.
- 2Retailers in the heroWalmart, Target and Kroger logos sit above the product, not below the fold.
- 3One buttonThe hero’s only button is “Find a store,” not “Shop now.”
- 4Made for sharingThe new mini bags are sold as “shareable,” a format built for store shelves.
The paid ads sell the gift box.
Feastables’ online sales run through the MrBeast.store page: about 156 active US ads. 6 of the 50 newest sell the Feastables advent calendar.
“Forget boring advent calendars.”
Chocolate and toys in one box, sold as “24 days of chocolate, toys, and epic surprises.” The headline, “MrBeast’s Sweetest Countdown,” leads with the creator’s name.
The box is $39.99 on mrbeast.store.
“The Advent Calendar Is HERE!”
An 8-second vertical video with one line of copy: “MrBeast Labs + Feastables = 24 days of fun!” It runs on Facebook, Instagram, Messenger and WhatsApp.
Other ads on the same page sell kids’ clothes with parent headlines, such as “A Mom Win Everytime.”
Screenshots of active US ads in the Meta Ad Library, taken Nov 10, 2026. Counts are from the Library’s page results. Click an image to enlarge.
Three chocolate videos, 502M views.
Read it with four caveats.
- The reach is rented from a channel that costs millions. A main-channel MrBeast video costs $3–4M to make, per Fortune. The chocolate profit sits on top of that spend.
- Retail takes capital. Beast Industries raised more than $450M in four years (Fortune). A $1M–$10M brand can’t fund national shelf space the same way.
- Fan labor can backfire. The shelf-tidying ask drew criticism as unpaid work (NBC News, 2023). Reward the photo, not the labor.
- Clipping: we found no public, brand-run clipping program. A “Mr Beast Clipping” page on Whop is created by an outside user, not MrBeast or Feastables (whop.com). That is weak evidence, so we leave clipping out of the playbook.
- What we’d change: the on-site “Us vs Them” comparison is strong. We’d run it as paid ads aimed at parents, who are the buyers MrBeast.store’s other ads already speak to.
Seven moves for a $1M–$10M brand.
- Run one giveaway where a purchase is the entry, then film the winners. Creative
- Put one tracked link at the top of every caption and video description. Creator seeding
- If stores are your main channel, make the store finder your first button. Conversion
- Show your label next to the leader’s, in an ad and on the product page. Static ads guide
- Ask buyers for a shelf photo in exchange for an entry. Retention
- Price a gift box above your hero pack for Q4. Raise order value
- Check the margin on each pack before you pay for reach. Margin calculator
Where every number comes from.
- Lucas Shaw and Aisha Counts, “YouTube’s biggest star MrBeast makes more money from chocolate than videos,” Bloomberg via Fortune, Mar 11, 2025. Figures come from documents sent to potential investors, not audited accounts. fortune.com
- Alex Heath, “Inside the high-wire business of MrBeast,” The Verge, Mar 7, 2025 (Feastables revenue matched the video business in 2024). theverge.com
- Daysia Tolentino, “MrBeast stirs backlash after asking fans to fix Walmart displays for his Feastables chocolate bars,” NBC News, Mar 6, 2023. nbcnews.com
- MrBeast, “I Built Willy Wonka’s Chocolate Factory!”, YouTube, listed Jun 4, 2022; transcript, description and views seen Nov 10, 2026. youtube.com
- MrBeast 2, “How Feastables Chocolate is Made,” YouTube, Oct 28, 2025, and “$1,000,000,000 Chocolate Factory Tour,” Sep 9, 2025; views seen Nov 10, 2026. youtube.com · youtube.com
- Feastables, homepage (top bar, hero, comparison, where to buy), viewed Nov 10, 2026. feastables.com
- MrBeast.store, Feastables collection (21 products, prices, $75 free shipping), viewed Nov 10, 2026. mrbeast.store
- Meta Ad Library, active US ads for the MrBeast.store page, viewed Nov 10, 2026. facebook.com/ads/library
- Whop, “Mr Beast Clipping” community page (created by an outside user), viewed Nov 10, 2026. whop.com
