MrBeast Has Gone Full Willy Wonka

MrBeast has launched his own direct-to-consumer snack brand – and is celebrating the occasion with a Willy Wonka-esque sweepstakes.

The first product to launch from the brand — which has been dubbed Feastables — is the MrBeast Bar, a gluten-free, better-for-you chocolate bar that comes in three flavors: chocolate, almond chocolate, and quinoa crunch chocolate. Given that he grew up with Crohn’s Disease, the products have been formulated accordingly.

Feastables will also be rooted in gamified experiences, which is unsurprising given that MrBeast – whose real name is Jimmy Donaldson – has amassed a YouTube empire upon stunts, giveaways, and contests with eye-popping rewards.

Consumers are invited to enter codes that appear on bar packaging on a dedicated website to see if they’ve won any instant prizes, with every entry going toward a draw for the grand sweepstakes. Those ten winners will be selected to compete in a “MrBeast’s Chocolate Factory“-themed YouTube video.

Other instant prizes – arriving with each new Feastables drop, Donaldson says – will include a Tesla, Sea Doos, Super 73 Electric Bikes, Artesian Builds gaming computers, Turtle Beach gaming bundles, Beats by Dre earbuds, a lifetime supply of chocolate, cash, MrBeast merch, and much more.

In addition to MrBeast’s own star wattage, Feastables has tapped snack industry vet Jim Murray — the former president of RxBar — to lead strategy. The startup is being incubated within Night, Donaldson’s management company. The company is also working with the Rainforest Alliance to sustainably source cacao, and will support Beast Philanthropy through food and cash donations.

Feastables are available on its proprietary website, and on Walmart.com. Bars are priced between $3.00 and $3.50 apiece, with bundles also available.

This is Donaldson’s second food industry venture; he also operates a virtual burger brand called MrBeast Burger.