At the time of writing, MrBeast is YouTube’s top creator with 372 million subscribers, but he actually earns more from his side business, Feastables. Feastables, owned by 26-year-old Jimmy Donaldson, brought in $251 million in sales and over $20 million in profit last year, surpassing his main media business, which includes his YouTube channel and Amazon Prime reality show “Beast Games.”
Feastables offers prepackaged chocolate bars in flavors like milk chocolate, peanut butter, and dark chocolate, selling for $35 for a pack of ten. The brand stands out with its focus on ethical sourcing and simple, “better for you” ingredients like organic cacao and grass-fed milk. These chocolates are available at major retailers like Walmart and Target in the U.S., Canada, Mexico, and other countries.
Looking ahead, Donaldson anticipates Feastables to continue outperforming his media business, with projected sales of $288 million from YouTube, $520 million from Feastables, and $105 million from other ventures like his snack brand Lunchly and Viewstats, a software firm offering tools to help creators grow on YouTube.
Feastables was launched in January 2022 and has shown steady growth, with $33 million in sales in 2022 and $96 million in 2023. Beast Industries, Donaldson’s company, is seeking substantial funding to expand into new areas like video games and wellness. Following a successful $300 million Series C investment led by Alpha Wave, the company’s valuation increased to around $5 billion.
Donaldson revealed to CNBC that he earns millions in ad revenue and brand deals from each YouTube video, with total annual revenue ranging from $600 to $700 million. Despite this success, he reinvests heavily in his ventures, showcasing a strong belief in future success and growth.
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