MrBeast's Candy Empire Faces Sugar Crash, Now Selling Ethics Instead of Joy
KEY POINTS
- •MrBeast's candy brand, Feastables, launched in 2022 with ambitious growth goals and ethical, fair trade cocoa.
- •Sales growth slowed from 33% in 2024 to 13% in 2025, with 8.8 million units sold through major retailers.
- •Feastables has cycled through three CEOs and recently added Molson Coors veteran Michelle St. Jacques as president.
Once upon a time in 2022, Beast Industries birthed Feastables, the chocolate brand boasting 100% Fairtrade-certified cocoa because even YouTube moguls need ethical sugar. After gobbling up $215 million in 2024 and eyeing $375 million by 2025, sales volume’s sprint went from Usain Bolt (33%) to your dad power walking (13%) in America. Beast’s candy hustled through Walmart, Target, and 7-Eleven like a dark chocolate cowboy but now it’s slow dancing with an 8.8 million unit tally as of early 2026. CEO chaise musical chairs ramped up too—Jim Murray out in 2023, Alex Zigliara in June 2025, and Michelle St. Jacques from Molson Coors ping-ponging in this year. Meanwhile, MrBeast’s army still moves limited edition bars faster than Reddit drama—and they're pushing novel novelties like holiday-themed choc-milk to sweeten the slump.
Share the Story
(1 of 3)When your candy’s growth rate goes from ‘Holy Snickers’ to ‘Meh Mitten Time,’ it’s time to swap hype videos for new CEOs.
Feastables sales slowed so bad, they might start paying people to take expired ethical chocolate just to clear shelves.
MrBeast turning chocolatier was cute until the candy empire hit puberty and realized being 'the largest ethically sourced chocolate' doesn’t pay the bills.
Source: Businessinsider | Published: 7/10/2026 | Author: Lucia Moses
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