Feastables
| Company type | Private |
|---|---|
| Industry | Snack foods, Confectionery |
| Founded | July 8, 2021 |
| Founder | Jimmy Donaldson, Jim Murray |
| Headquarters | United States |
Key people | Jim Murray (CEO), Jimmy Donaldson (Founder) |
| Products | Chocolate bars ("MrBeast Bar"), snacks |
Feastables Inc. is a snack and chocolate brand created by American YouTube personality Jimmy Donaldson, popularly known as MrBeast. The company was introduced in January 2022, debuting its primary product line, the "MrBeast Bar" chocolates. Production of Feastables' offerings takes place in Peru through Machu Picchu Foods SAC, reflecting the brand’s commitment to quality and supply chain oversight.
History
In 2021, Jimmy Donaldson (MrBeast) joined forces with Jim Murray, former Rxbar president, to establish Feastables. Murray assumed the roles of co-founder and CEO. The business was officially registered on July 8, 2021.
The brand's introduction featured a sweepstakes with prizes exceeding $1 million. Ten grand prize winners competed for ownership of a chocolate factory in a MrBeast video inspired by Charlie and the Chocolate Factory. The June 2022 video included celebrity chef Gordon Ramsay as a judge and awarded a $500,000 cash prize, with appearances from competitive eaters Matt Stonie and Joey Chestnut. Additional sweepstakes rewards were provided through collaborations with Turtle Beach Corporation and Roccat. Within a few months, Feastables reportedly reached $10 million in sales from its chocolate bars.
In March 2023, Donaldson encountered criticism after requesting fans on Twitter to "clean up" Feastables displays in retail locations for an opportunity to win $5,000, leading to allegations of leveraging unpaid labor.
Originally available at Walmart, Feastables broadened its retail presence by May 2023 to include outlets such as 7–11 and Speedway. The brand expanded internationally with entry into the UK market in July 2023, followed by launches in Australia and New Zealand in September 2023, and South Africa in October 2023.
On October 2, 2023, Feastables secured the role of official jersey patch sponsor for the Charlotte Hornets during the 2023–24 NBA season and unveiled a new logo; this sponsorship concluded by mid-2024.
In February 2024, the company refreshed its packaging and reformulated its chocolate bars. The "MrBeast Bar" branding was discontinued, and the "Deez Nutz" flavor was renamed "Peanut Butter" due to a legal dispute.
Distribution further expanded into Canada in April 2024, followed by markets in the European Union (specifically Denmark and the Netherlands) in May 2024, Germany in September 2024, and India in November 2024.
Feastables became a partner of Tony's Open Chain in September 2024.
The brand obtained kosher certification from the Orthodox Union in February 2025. In July 2025, celebrity chef Nick DiGiovanni joined as an official brand ambassador. Additionally, Feastables launched in Russia through the Pyaterochka retail network after previously being sold via Wildberries and Ozon online marketplaces.