MrBeast, Logan Paul, and KSI want Lunchly to be the hottest new thing in the school cafeteria

The forces behind two major consumables brands are going into business together. MrBeast‘s Feastables is teaming up with Logan Paul and KSI‘s Prime Hydration to establish Lunchly, a brand that will attempt to provide a better-for-you alternative to school cafeteria classics like Lunchables.

Lunchly’s flagship product will be a grab-and-go lunchbox that will feature products from both of the participating creator-led consumable brands. Each box will include a Feastables bar and a Prime Hydration drink to go along with balanced, nutritious meals. Lunchly’s flavor options at launch are Turkey Stack ‘Ems, Pizza, and Fiesta Nachos, according to The Hollywood Reporter.

Feastables and Prime Hydration are at the forefront of a trend that has brought creators into big-box stores like Walmart while also providing them with sponsorship opportunities for professional sports franchises. The early success experienced by both of those companies kicked off a wave of creator-branded treats.

A common talking point among creator snack brands is the presence of “better-for-you” ingredients, and MrBeast even went to the trouble of reformulating Feastables bars to improve their taste. Lunchly will also focus on providing kids with meals that are both delicious and nutritious.

“Our end game has always been to not only provide high quality products, but also healthier alternatives,” Paul said in a statement. “That’s why we’re entering the lunch grab-and-go market. It’s been dominated by Lunchables since we were kids ourselves and it’s time to provide a better option for those looking for a convenient, healthier choice.”

Prime’s claims of high nutritional value have been challenged by authorities, and the brand has been hit with numerous lawsuits in recent months. The gap between Prime’s ads and its reality even earned Paul a parody on South Park. If parents are going to trust Paul and KSI to feed their children, they will need to look past the duo’s past controversies and toward the family-friendly image they have cultivated since then.

MrBeast has experience in schools, and his presence on the Lunchly team will boost the brand’s credibility. But even his once-unsinkable ship now seems wobbly; between the acrimonious end of MrBeast’s other consumables business and the current strife that triggered an internal investigation at MrBeast HQ, Jimmy Donaldson‘s media empire is facing as much scrutiny as it ever has.

Will all those contentious headlines affect Lunchly sales? Kids will surely be eager to try MrBeast, Logan Paul, and KSI’s contribution to the lunchroom. Parents, however, might have a different opinion.