MrBeast, an alias for famous Youtuber Jimmy Donaldson, peddles his new product, Lunchly, toward teenage audiences as the healthier snack pack. Despite the Youtuber’s name synonymous with generous giveaways, the product’s deceptive marketing reveals his true intentions as a content creator. Not only does MrBeast exploit his fanbase by promoting a product that does not deliver on its health promises, but this pattern of behavior also mirrors a superficial behind the viral persona.
Designed with creators KSI and Logan Paul, Lunchly aims to compete with Kraft Heinz’s Lunchables. Taking direct inspiration from Lunchables’ cheese and crackers, mini pizzas, and nachos, Lunchly is presented as a “better” choice for fitness-obsessed teens by branding itself with wholesome ingredients. Yet, a closer dive into the product unveils this marketing ploy: while its advertisements highlight the substantial differences between the two products, Lunchly’s “benefits” are only marked by slight differences in nutrition facts. With 2 less grams of fat, similar protein and vitamin counts, and 50 calories less food, it’s clear Lunchly’s health claims fall short of its reality.
MrBeast is also no stranger to deception. While advertising his chocolate bar, Feastables, he emphasized its organic ingredients to distinguish itself from its competition. However, only two years after its launch, Feastables abandoned its original contents for cheaper ones used by commercial chocolatiers. With a history of exchanging ‘healthy’ products for profit, MrBeast’s snack pack is unpromising in the long term.
Not only has MrBeast faced backlash over Feastables, but former employees have also accused him of fostering a toxic work environment. Matt Turner, a former video editor for MrBeast, alleged that MrBeast would often criticize him for his editing work, calling it “trash” and marking him as “replaceable.” Despite the positivity and support he attempts to promote through his content, poor workplace ethics signify a disconnect between the ideals he preaches and his true intentions as a content creator.
Rather than expand into public exposure, MrBeast must take accountability for his actions.
Confronting Lunchly’s deceitful business practices is essential to understanding how MrBeast’s marketing can mislead consumers. His brands—Feastables chocolate bars and Prime Hydration drinks—suggest the product may primarily boost his existing businesses rather than provide a genuinely superior option for children. Feastables’ switch not only questions the future of MrBeast’s videos but also raises the possibility that Lunchly might follow a similar path. Preying on his unsuspecting young fans under the guise of health may result in complications, especially for followers who trust MrBeast. Instead, by being transparent about Lunchly’s ingredients and marketing strategies, MrBeast can rebuild trust with his audience.
