MrBeast and Logan Paul Team Up to Launch Competitor to Lunchables
MrBeast, Logan Paul and KSI are teaming up to tackle lunchtime hunger.
The popular content creators are joining forces to launch a new product called Lunchly, a grab-and-go product that they describe as a “better-for-you lunch option” than competitors like Lunchables.
More from The Hollywood Reporter
MrBeast (real name Jimmy Donaldson) and Paul and KSI, of course, have already found success in the food and beverage categories, with Feastables chocolate bars and Paul and KSI’s Prime beverage brand all becoming ubiquitous in stores across the country.
Lunchly will include a Feastables bar and a Prime beverage in every box, the company says. It will launch with three options, all of which seem to fit neatly into the existing packaged lunch market: Turkey Stack ‘Ems, Pizza and Fiesta Nachos.
“Our end game has always been to not only provide high quality products, but also healthier alternatives,” said Paul 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.”
“We’re bringing the biggest creators together to do something that’s never been done — disrupt the lunch market for kids with healthier, better-tasting options,” said Donaldson in a statement. “Lunchly is all about giving kids a fun, grab-and-go meal that’s not just delicious, but also good for them. We’re here to change what lunchtime looks like for the next generation.”
Content creators and influencers have found that starting businesses outside of the content space can be incredibly lucrative, with many creators (including Paul and Donaldson) raising tens of millions of dollars to grow these upstart brands.
“I know for a fact that Walmart and a lot of these retailers are now going, ‘OK, what Jimmy did in chocolate, what Logan [Paul] did in hydration [with beverage brand Prime], are creators building in other categories? And should we be more aggressive?’” Reed Duchscher, CEO of creator management firm Night Media, which reps Donaldson for his Feastables business, told The Hollywood Reporter earlier this year.
Best of The Hollywood Reporter
Sign up for THR's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.