MrBeast's sugar rush is fading.
Growth at the top YouTuber's candy company, Feastables, has slowed considerably in the last year, according to internal data viewed by Business Insider.
US sales volume grew 13% year-over-year in 2025, following a 33% leap the previous year, according to a presentation deck dated May 2026.
The company sold 7.6 million units in 2024, 8.6 million units in 2025, and 8.8 million units in the 52-week period ended March 2026. The deck says the figures represent sales through major retailers and convenience stores, a widely used industry metric.
Launched in 2022, Feastables has been a cornerstone of MrBeast's plans to turn his company, Beast Industries, into a sprawling business empire. Beast Industries was valued at roughly $5 billion in a 2024 fundraise and has recently expanded into areas like finance — with the acquisition of the banking app Step this year — and creator services.
Feastables had big goals
Beast Industries previously set ambitious growth goals for Feastables. A February 2025 investor deck viewed by Business Insider showed Feastables' net revenue more than doubled in 2024 from 2023, to $215 million, and was forecast to grow 74% in 2025, to $375 million.
Net revenue represents sales after subtracting things like distribution costs, discounts, and promotional expenses. This often amounts to about half of what the customer pays at the register, said Daniel Scharff, founder of the media company Startup CPG and a former analytics executive for packaged goods makers.
Three industry insiders said Feastables' wide distribution — in chains like Walmart, Target, and 7-Eleven — and its early growth were impressive, especially in a soft market. Chocolate volume sales declined 1.5% in 2025 compared with 2024, according to the National Confectioners Association.
"They grew so fast — their door counts out of the gates were phenomenal," said Mike Duda, managing partner of Bullish, an early-stage consumer investment and marketing firm, speaking about Feastables' wide retail distribution.
It's common for a hot consumer startup's growth to slow over time for any number of reasons. Scharff said a company could decide to pull back on costly promotions, and that brands led by creators or celebrities can sometimes struggle to sustain momentum.
"They can be very effective for getting people to try something, but they can not come back for repurchase," he said of celeb brands.
Aimed at millennial parents of young kids, Feastables has made better-for-you and ethical sourcing central to its brand positioning. Last year, it announced that 100% of the cocoa in its chocolate was Fairtrade-certified, meaning it came from cooperatives that follow certain pro-worker practices and avoid the use of child labor.
Feastables has gone through multiple leaders
Feastables products landed on Circana's annual "Pacesetters" lists for 2024 and 2025, a measure of top-performing new products in different consumer packaged goods categories, though it's a bit player in a chocolate category dominated by Hershey and Mars Wrigley, whose annual sales are in the billions.
At The New York Times' DealBook Summit in December, Beast Industries CEO Jeffrey Housenbold called Feastables the "largest ethically sourced chocolate brand in the world."
Housenbold has been bringing in new execs and looking to instill financial discipline at the company since becoming CEO in 2024. Feastables hired Molson Coors vet Michelle St. Jacques as president early this year following the departures of CEOs Alex Zigliara in June 2025 and Jim Murray in 2023.
Beast Industries has sought to reduce its dependence on MrBeast, though Feastables remains closely tied to him and his YouTube content. The deck describes how the brand relies heavily on his promotion to drive awareness, with one limited-edition item selling out almost immediately after he posted about it.
Looking ahead, the deck said Feastables is betting on holiday-themed products and new categories like chocolate milk and novelty items.
Read next
Lucia Moses covers the media and entertainment business, with a focus on creators. She's broken stories about MrBeast's business ambitions, Google's movie initiative, and Netflix's push into podcasts.Her reporting has won the Los Angeles Press Club's National Entertainment Journalism Awards.She previously worked at Digiday and Adweek and graduated from Cornell University.Reach her at [email protected], X at @lmoses, LinkedIn, or via phone/text/Signal at (917) 209-8549.Popular articles
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