Most Likely To Cosplay As Willy Wonka: Jimmy “MrBeast” Donaldson, Founder, Feastables
🍫 Most Likely To Cosplay As Willy Wonka: Jimmy “MrBeast” Donaldson, Founder, Feastables
It’s hard to believe a twentysomething online gamer dude in North Carolina – let alone a guy who goes by “MrBeast” – could pose a credible threat to Hershey’s market share. But, hey, it’s 2024, people have jetpacks, and nothing surprises us anymore.
Jimmy Donaldson owns the most subscribed channel on YouTube, best known for his stunts and spectacles, and as it turns out, he’s a pretty smart businessman. Two years ago, he launched his chocolate brand Feastables, which quickly ramped up distribution and reportedly generated $10 million in sales within the first few months on shelves, according to Business Insider. Last year, he mobilized his millions of followers to help organize the brand’s product displays at Walmart stores, a request that drew mixed reactions online – but also parallels Hershey’s own vaunted army of part-time merchandisers.
And earlier this year, Donaldson unveiled a new formulation that he deemed “the best-tasting chocolate ever made by mankind,” even pitting it against legacy brands in a blind taste test. He’s also charting international expansion, with recent launches in Australia, South Africa and the U.K.
Market analysts expect the brand will challenge Hershey’s category dominance, with one noting, “While Hershey has customers, Feastables has fans.”