But behind the viral videos and philanthropic flash is something even more surprising: a rapidly growing business empire that has nothing to do with cameras, clickbait, or YouTube views. While millions tune in to watch him give away Lamborghinis or build orphanages, MrBeast is quietly making his biggest paydays in a place you probably wouldn’t expect… The snack aisle.
Feastables Is a Gold Mine
“I lost tens of millions of dollars on Beast Games,” he admitted on a recent episode of The Diary of a CEO podcast.
Beast Industries: Chocolate, Data, Lunchables, and More
Feastables is just one piece of the broader Beast Industries portfolio. The company also includes:
Lunchly – A MrBeast-branded competitor to Lunchables Viewstats – Analytics software aimed at helping other creators grow Upcoming expansions into video games, wellness products, and a new beverage line
To better manage this growing empire, Donaldson recently brought on veteran venture capitalist Jeffrey Housenbold as CEO. Housenbold is focused on reducing costs — reportedly aiming to slash $100 million in overhead — while targeting $300 million in profits in the coming year. To help fund that growth, Beast Industries is now seeking a new investment round worth a “couple hundred million” dollars.
Entertainer First, Mogul Next
Donaldson has always positioned himself as an entertainer first. But whether he likes it or not, he’s becoming one of the most powerful entrepreneurs of his generation. While the YouTube empire made him a household name, it’s the chocolate bars and convenience store shelves that are quietly turning MrBeast into a consumer brand juggernaut.
