YouTube sensation MrBeast announced this week the launch of a new snack that should supposedly be a healthy alternative for kids. The product is called “Lunchly” and it was endorsed by another two online celebrities – Logan Paul and KSI.
This ‘fun’ meal will contain two branded products endorsed by the three internet superstars – a bar of Feastables chocolate (MrBeast’s brand) and a sports drink called Prime that is actively promoted by KSI and Logan Paul.
The third item will be the main snack and three options will be available to kids: Fiesta Nachos, The Pizza, and Turkey Stack ‘Ems.
@loganpaul Lunchly ✅ vs. Lunchables ❌ Follow @LUNCHLY All statements are comparing the products depicted in the video
Although details about the pricing and launch date were not shared, industry experts believe that the product will hit the shelves in the coming months to capitalize on the immense popularity of these three content creators.
The launch of Lunchly comes at a time when MrBeast, whose real name is Jimmy Donaldson, is facing a series of controversies associated with his recent ventures in the entertainment space. Meanwhile, even though the product is being presented as disruptive due to its healthiness and alleged good taste, skeptics, including a group of nutritionists, are already questioning the validity of these claims.
It appears that Feastables, the chocolate bar marketed by MrBeast, was criticized for making exaggerated health claims to the point that the creators were forced to change the recipe quietly.
Meanwhile, Lunchly is also raising eyebrows among parents and regulators as entertainers – namely, influencers – are taking advantage of their huge fan bases to endorse products that are not necessarily well-vetted, healthy, or appropriate for certain vulnerable age groups.
Amazon Show “Beast Games” Hit by Class-Action Lawsuit
MrBeast was recently swept into a controversial situation as several contestants who participated in his upcoming Amazon Prime show called “Beast Games” filed a class-action lawsuit and accused the production company of forcing them to work in dangerous conditions, failure to pay for overtime, and sexual harassment on set, among other alarming complaints.
These allegations hit the image of YouTube’s beloved star, who is commonly associated with philanthropist activities and challenges. MrBeast has carefully catered his reputation as a benefactor and this is now endangered by these recent events.
The lawsuit is also particularly damaging to MrBeast’s ambitions to take mainstream media by storm and could end up endangering his relationship with Amazon (AMZN) and other prominent corporate partners.
The “Beast Games” legal issues are just the latest in a string of controversies surrounding MrBeast. Earlier this year, he cut ties with his childhood friend and collaborator Ava Tyson after he was accused of behaving inappropriately with young fans and employees of MrBeast’s organization.
Donaldson’s Philanthropist Image is Also Under Siege
Critics have also long questioned the authenticity of MrBeast’s philanthropic efforts, arguing that his charitable acts are often more about generating content and profits than genuine altruism.
Some have even criticized the ethical implications of his content model, which frequently involves putting people through extreme challenges or situations for the chance to win large sums of money.
Additionally, reports of injuries and hospitalizations during the filming of “Beast Games” have led to increased scrutiny of MrBeast’s production practices.
The launch of Lunchly in the midst of these controversies is suspicious but may just be the result of deadlines and corporate timelines that just came at an unfortunate time.
Also read: Every MrBeast Controversy Broken Down: YouTube’s Top Entrepreneur’s Many Problems
MrBeast’s massive following and significant influence, particularly among children and teenagers has raised questions about the ethical responsibilities of influencers.
Online celebrities like MrBeast launch products like Lunchly to capitalize on the credibility they have gained with certain audiences to make money. Since most of his fans are children, teenagers, and young adults, it makes sense that he endorsed this kind of offering.
However, tying this influence to health claims is a big leap and one that could result in legal issues for the YouTube star. Questions like “Should influencers be required to more clearly disclose their financial interests in the products they promote?” emerge with this kind of product.
How can we ensure that products marketed as “healthy alternatives” for children actually live up to those claims?
These concerns are compounded by the blurred lines between content and advertising that many young viewers struggle to navigate. The constant stream of new products and collaborations from influencers can also create a sense of FOMO (fear of missing out) among young fans that results in environments and scenarios similar to high-pressure sales – a tactic used to get people to buy products without necessarily giving them enough time to research or evaluate the merits of the purchase.
Experts are Unsure if Lunchly’s Timing Would Be Good or Bad for Donaldson
Marketing and crisis management experts have weighed in on MrBeast’s decision to launch Lunchly despite the controversies he is facing.
On the positive side, some experts suggest that the launch could be a strategic move to shift attention away from all the negative press and change the narrative.
Zoya Perlova, head of social-media marketing at Dyninno Group believes that “generally, launching a new product amid controversy can be a very good strategic move since it shows resilience and shifts the overall predominant narrative.”
Meanwhile, Katya Varbanova from Viral Marketing Stars said that this could be an attempt to ignore the storm and let it pass. “I think we are definitely living in times where celebrities and influencers are first attempting to try their luck and say nothing,” she highlighted.
Also read: MrBeast Nets $250k in X Video Revenue, Prompting Backlash Over Alleged Favoritism
However, MrBeast did address some of the concerns and accusations he and his team are facing. In regard to the situation involving Ava Tyson, he wrote on July 24: “Over the last few days, I’ve become aware of the serious allegations of Ava Tyson’s behavior online and I am disgusted and opposed to such unacceptable acts. During that time, I have been focused on hiring an independent third party to conduct a thorough investigation to ensure I have all the facts.”
Perlova also suggests that the launch of Lunchly could be seen as a sign that MrBeast is “future-focused and committed to growth” to reassure his partners and sponsors.
However, not all experts view the timing of the launch in a positive light. Pam Lyddon, CEO of Bright Star Digital, warns that it could be seen as “a distraction from serious allegations” and could inflict further damages to MrBeast’s reputation.
“Ultimately, MrBeast’s handling of these allegations and legal challenges in the coming weeks will be crucial in determining the long-term impact on his reputation and brand,” concluded Natalie Yorke, a publicist.
MrBeast and His Influencer Status Should Come With a Higher Sense of Accountability
The Lunchly launch and the controversies surrounding MrBeast are part of a larger conversation about the impact of influencer marketing and culture on young people. Critics argue that the current landscape of social media marketing targeted at children is filled with ethical concerns.
One of the primary issues is the blurred lines between genuine content and promotional material, especially when it comes from their favorite creators. Many young viewers struggle to distinguish between what is authentic and what is simply a marketing ploy. This makes it difficult to avoid making impulse purchases.
Furthermore, the promotion of food and beverage products to children like Lunchly raises significant health and wellness concerns. Experts stress the importance of ensuring that any claims about the nutritional value of these products are accurate and not simply a marketing ploy to appeal to young and highly impressionable audiences.
MrBeast has recognized that his influence “comes with increased responsibility” after he was recently blamed for making racially insensitive comments about African-american people and members of the LGBTQ+ community.
“After making some bad jokes and other mistakes when he was younger, as an adult he has focused on engaging with the MrBeast community to work together on making a positive impact around the world,” a statement from one of Donaldson’s representatives read back in July when the incident became public.