Content creators MrBeast, Logan Paul, and KSI are entering the packaged lunch market with a new product called Lunchly. 

The venture aims to compete with established brands like Lunchables by offering what the creators describe as a “better-for-you lunch option.”

Lunchly will launch with three varieties: Turkey Stack ‘Ems, Pizza, and Fiesta Nachos. Each box will include a Feastables chocolate bar and a Prime beverage, leveraging the creators’ existing food and beverage products.

“Our end game has always been to not only provide high quality products, but also healthier alternatives,” Paul said in a statement. He added that it’s time to offer a more convenient and healthier choice in the grab-and-go lunch market.

Recent nutritional concerns have emerged regarding traditional packaged lunch options. In April, Consumer Reports conducted a study on Lunchables and similar meal kits, revealing the presence of heavy metals, including lead, at levels deemed “relatively high” by the organization.

“There’s a lot to be concerned about in these kits,” said Amy Keating, a registered dietician at Consumer Reports. She pointed out their highly processed nature and noted that regular consumption of processed meat, a key component in many such products, had been associated with increased cancer risks in some studies.

MrBeast, whose real name is Jimmy Donaldson, stated that the product focuses on children: “Lunchly is all about giving kids a fun, grab-and-go meal that’s not just delicious, but also good for them.”

This move follows a trend of content creators expanding into consumer products. 

Reed Duchscher, CEO of creator management firm Night Media, which once represented Donaldson for his Feastables business, told The Hollywood Reporter earlier this year that retailers were paying attention to creators’ success in various product categories.

Collaborators or Rivals?

Although MrBeast is collaborating with Paul and KSI on Lunchy, recent court documents from the ongoing MrBeast Burger lawsuit pointed to ambitious expansion plans for Donaldson and his creator-led brand empire. 

The legal filings revealed that Donaldson intends to launch a beverage company called “Beast Beverages” and a mobile game in 2025.

The specific product details surrounding Beast Beverages are still undisclosed. However, the court documents indicated that Donaldson aimed to enter the increasingly crowded influencer beverage market, dominated by Paul and KSI’s Prime Hydration brand.

Speaking of Prime, the sports drink company is facing a $68 million lawsuit from bottler Refresco Beverages US Inc. for alleged breach of contract. 

Refresco alleged that Prime attempted to back out of its commitments when it realized the slowdown in demand “likely was not just seasonal” but stemmed from “the fading of the social media buzz that had powered” the brand’s quick rise.