Jimmy Donaldson, better known as MrBeast, basically broke the internet when he launched Feastables. It wasn't just another YouTuber merch drop. It was a full-scale assault on the snack industry. If you’ve walked into a Walmart or a 7-Eleven lately, you’ve seen it: the bright packaging, the "Devour" logo, and the constant hype. But behind the massive giveaways and the viral marketing, people are still asking the same question: is chocolate de Mr Beast actually worth the price, or are we all just paying for the brand?
Honestly, the answer depends on when you tried it.
The story of this chocolate is one of constant iteration. MrBeast didn't just release a bar and walk away; he treated it like a software update. The original formula was marketed as a "cleaner" alternative to Hershey’s, focusing on just a few ingredients like organic cocoa and grass-fed milk. Some people loved the simplicity. Others? Not so much. Critics called it dry or "snappy" in a way that felt more like baking chocolate than a creamy treat. Jimmy clearly listened, because in early 2024, he completely nuked the old recipe and started over.
The Massive Recipe Overhaul
The new version of Feastables chocolate de Mr Beast is a different beast entirely. It’s meant to compete directly with the heavy hitters—specifically Hershey’s. To do this, they changed the molding process and the ingredient ratios to prioritize "melt-in-your-mouth" texture over the "snap" of the original.
Think about the physics of a chocolate bar for a second. Most mass-market bars use PGPR (polyglycerol polyricinoleate) to reduce the viscosity of the chocolate so it flows into molds easily and stays stable on shelves. MrBeast’s team tried to avoid some of these industrial shortcuts early on, but the reality of global distribution is brutal. The new "best ever" formula uses better sourcing and more cocoa butter to hit that creamy note that American consumers crave. It’s richer. It’s smoother. It actually tastes like milk chocolate now instead of a dark chocolate hybrid.
What’s Actually Inside?
If you flip the bar over, you’ll see the ingredients aren't a chemistry experiment. You have cane sugar, organic cocoa butter, organic chocolate liquor, organic milk, and vanilla. By keeping the ingredient list short, they are trying to tap into the "better-for-you" snack trend.
But let’s be real. It’s still candy.
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The marketing pushes the "grass-fed milk" angle hard. Why? Because grass-fed dairy often has a different fatty acid profile than grain-fed, which can subtly change the flavor and mouthfeel. It’s a premium touch in a product that costs about the same as a standard candy bar. It's a smart business move. It makes the consumer feel like they are getting a luxury product at a gas station price point.
Why the Internet is Obsessed with Chocolate de Mr Beast
It isn't just about the sugar. It’s the game.
MrBeast integrated his snack line into his content loop better than almost any creator in history. Remember the "Buy a bar, win a chocolate factory" campaign? It was a direct play on Willy Wonka, and it worked flawlessly. People weren't just buying chocolate; they were buying a lottery ticket that tasted like cocoa. This gamification created a scarcity mindset. Stores were sold out for weeks. Resellers were putting bars on eBay for triple the price. It was madness.
Even without the million-dollar prizes, the branding keeps people coming back. The bars are designed to be "breakable" in specific patterns, often with "Share" or "Devour" etched into the chocolate itself. It’s social media bait. You don't just eat it; you film yourself snapping it.
The Retail War
The business side of chocolate de Mr Beast is just as fascinating as the taste. Most influencers stick to online sales because retail is a nightmare. To get onto the shelves of Walmart or Target, you have to prove you can move volume and maintain a supply chain. Feastables didn't just get a small shelf in the "As Seen on TV" section. They took over the main candy aisles.
This put them in direct competition with Hershey’s and Mars. Reports surfaced in 2023 about MrBeast asking his fans to tidy up the Feastables displays in stores. It sounds crazy, right? But it highlights the "us vs. them" narrative Jimmy builds. He’s the underdog taking on the corporate giants, even though he’s now a corporate giant himself. It's brilliant marketing. It makes the act of buying a bar feel like supporting a movement.
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Comparing the Flavors: What's the Move?
If you’re standing in the aisle looking at the options, the Milk Chocolate bar is the baseline. It’s the one they reformulated the most. But the fan favorites usually lean toward the more "textured" options.
- Milk Crunch: This is basically the MrBeast version of a Nestlé Crunch. It uses puffed rice to add texture. It’s probably the most consistent bar in the lineup.
- Peanut Butter: This was a huge addition. Instead of a Reese’s-style cup, it’s a chocolate bar with peanut butter integrated. It’s salty, sweet, and probably the most filling.
- Almond: A classic. Nothing revolutionary here, just solid roasted almonds.
The Dark Chocolate bars have a niche following, but let's be honest—most of the kids and teens buying these are going for the Milk Chocolate. The Dark Chocolate is actually surprisingly decent for a mass-market bar, with a 70% cocoa version that doesn't feel like eating a piece of chalk.
The "Health" Angle: Fact or Friction?
Feastables pushes the "clean" label, but we should be careful with the word "healthy." It’s still a high-sugar snack.
However, compared to a standard Hershey’s bar, there are fewer emulsifiers and artificial flavorings. If you’re someone who gets a headache from too many additives, you might actually prefer chocolate de Mr Beast. The use of organic ingredients where possible is a nice touch, though it’s largely a branding exercise to separate themselves from the "cheap" image of traditional candy.
There's also the ethical side of cocoa. The chocolate industry is notorious for terrible labor practices. Feastables claims to focus on sustainable sourcing, though they aren't quite at the level of specialized "fair trade" brands like Tony’s Chocolonely. They are, however, doing more than many of the legacy brands they replaced on the shelf.
What Most People Get Wrong
The biggest misconception is that this is just "YouTuber candy."
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In reality, Feastables is a serious CPG (Consumer Packaged Goods) company. They’ve hired executives from top-tier food brands to run the operation. This isn't a side project; it's a play for a billion-dollar exit. When you buy a bar, you aren't just getting a snack from a guy who makes videos. You’re eating a product that has been through hundreds of iterations in test kitchens to find the exact "bliss point" of sugar and fat.
Another myth is that it's "too expensive." While it was pricier at launch, the current price point is very competitive with other premium-leaning bars. You aren't paying $5 for a bar anymore. It’s usually closer to the $2 range, depending on where you shop.
Does it Live Up to the Hype?
If you go in expecting a life-changing culinary experience, you’ll be disappointed. It’s chocolate. It’s not a 5-star dessert from a Swiss chocolatier. But if you compare it to the stuff you usually find at a gas station checkout? Yeah, it’s actually better. The reformulation really saved the brand. The 2024 version of the Milk Chocolate is significantly creamier and has a much better finish than the original 2022 release.
Actionable Steps for Your First Taste
If you're ready to see what the fuss is about, don't just grab the first bar you see.
- Check the packaging: Ensure you are getting the "New & Improved" formula. The older bars are still floating around some smaller convenience stores, and they aren't nearly as good. Look for the newer, more vibrant blue and purple wrappers.
- Start with Milk Crunch: It’s the safest bet for most palates. The texture hides any minor imperfections in the chocolate base and provides a satisfying "bite."
- Temperature matters: Because of the higher cocoa butter content in the new recipe, these bars melt a bit easier than the "waxy" legacy bars. Don't leave them in a hot car, or you'll end up with a MrBeast soup.
- Compare it side-by-side: If you really want to be a nerd about it, buy a Hershey’s bar and a Feastables bar. Eat a piece of the Hershey’s first, then the Feastables. You’ll notice the "waxy" coating of the Hershey’s almost immediately compared to the cleaner melt of the MrBeast bar.
The era of influencer brands being "cheap junk" is over. Feastables chocolate de Mr Beast proved that if you have enough distribution and a decent recipe, you can actually challenge the kings of the candy aisle. Whether it stays there for the next thirty years depends on if the quality stays high once the "newness" of the MrBeast name eventually fades. For now, it’s a solid snack that actually earns its spot in your grocery cart.