How MrBeast Turned Attention Into a $250M Brand
MrBeast’s Feastables shows how creators can turn attention into assets, and where smaller creators should start.
Feastables just launched chocolate milk in Walmart, 7-Eleven, and Speedway.
Made with real whole milk, Fairtrade cocoa, and vitamins, it is one step closer to ending child labour in cocoa.
But the bigger story? This is how creator IP becomes a business empire.
👉 In 2024, Feastables pulled in ~$250M in sales and over $20M in profit (Yahoo Finance) — an ~8% margin. For comparison:
Top CPG brands average 12.2% EBIT margin (Bain & Co)
Hershey’s net margins hover in the mid-teens (Hershey Co)
Meanwhile, MrBeast’s media business lost $80M in the same year because production costs are insane (Yahoo Finance).
The Feastables Playbook
📊 In 2024, Feastables did ~$250M in sales and over $20M in profit (Yahoo Finance), which comes out to an approximate ~8% net margin.
For context:
Legacy CPG averages 12.2% EBIT margin (Bain & Co)
Hershey runs in the mid-teens for net margin (Hershey Co)
Feastables is already operating at a competitive pace while still in hyper-growth mode.
Meanwhile, MrBeast’s media division (YouTube and Beast Games) generated similar revenue but lost approximately $80 million in the same year due to extreme production costs (Yahoo Finance). That’s why Feastables matters, it’s the profitable engine that powers the rest.
Scaling an IP into Stores
Year 1 (2022): $10M revenue
2023–24: expanded into 20,000+ retail doors
Raised $5M at a $100M valuation
Targeting $60M+ run rate by 2025 (StartupBooted)
This didn’t happen by accident. Mr Beast leveraged:
An audience of hundreds of millions → instant distribution.
Retail partnerships (Walmart, 7-Eleven, Speedway).
Mission-driven sourcing (Fairtrade cocoa).
The Broader Empire
🍫 Feastables (snacks) → $250M sales / $20M profit (~8% margin).
📺 Media (YouTube + Beast Games) → ~$250M sales / –$80M loss.
👕 Merch → $30–40M sales (20–30% margins).
🧸 MrBeast Lab (toys/collectibles) → $30M projected via licensing.
🍱 Lunchly (meal program) → 400K+ students served.
📊 Beast Analytics → $15M ARR.
💻 Digital Products → 70–90% profit margins (LearnWorlds).
The strategy: use high-margin units (Feastables, digital, software) to subsidise content that loses money but grows the brand.
Lessons for Smaller Creators
IP before inventory. Don’t launch a chocolate bar before you’ve built community trust.
Start digital. Courses, memberships, templates = 70–90% margins, almost no overhead.
License to scale. You don’t need to own factories, partner with established suppliers.
Attach a mission. Ethical sourcing, sustainability, or impact work builds loyalty.
Diversify like a portfolio. Don’t over-rely on one income stream. Each product is an asset class.
Reinvest strategically. MrBeast burns $80M+ on content because his empire can absorb it. Smaller creators should focus on profitability from the outset
Mr Beast is showing the blueprint: content drives attention, attention fuels products, products create real-world equity.
And for the rest of us? You don’t need a warehouse full of chocolate to win. You need a strategy to turn attention into assets.
So how do you actually “turn attention into assets”?
👉 Start with one digital product that solves a problem your audience already has.
If you make career content → create a simple PDF guide or template.
If you’re in fitness → launch a paid community or training plan.
If you’re into entertainment → drop exclusive behind-the-scenes or merch as a limited run. (eg. Side+, The Fellas Studios Youtube Channel)
Digital products have 70–90% profit margins (LearnWorlds), almost no overhead, and are the fastest way to prove whether your audience will pay, not just watch. You will be able to survive ‘The Death Valley’ (more on this in another article).
Once you’ve validated demand → reinvest into higher-cost, lower-margin plays (merch, CPG, partnerships). That’s exactly how creators like Mr. Beast seem to be scaling: test cheap, scale proven.
Anyways, if this is something that made sense, consider checking out my YouTube Channel where I create stories, like this one…
Talk soon,
Sid