MrBeast's chocolate brand sees growth slow after a sugar rush
MrBeast's candy brand, Feastables, is experiencing a significant slowdown in sales growth after an initial period of rapid expansion. Despite the deceleration, the company is attempting to pivot by installing new leadership and diversifying its product offerings.
Why it matters
This highlights the challenges of scaling creator-led brands beyond their initial viral hype and into sustainable long-term retail businesses.
Fans gather at a Feastables launch event in Sydney, Australia. Don Arnold/WireImage Internal data shows growth at MrBeast's candy company, Feastables, has slowed. The brand has been a cornerstone of the top YouTuber's expansion plans. Feastables installed a new leader this year and is betting on additional products. MrBeast 's sugar rush is fading. Growth at the top YouTuber's candy company, Feastables , has slowed considerably in the last year, according to internal data viewed by Business Insider. US sales volume grew 13% year-over-year in 2025, following a 33% leap the previous year, according to a presentation deck dated May 2026. The company sold 7.6 million units in 2024, 8.6 million units in 2025, and 8.8 million units in the 52-week period ended March 2026. The deck says the figures represent sales through major retailers and convenience stores, a widely used industry metric.
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