Scott is the founder of Influencer Capital and CELEB. He is a thought leader on the creator economy and celebrity business space. Influencer Capital is an organization that structures equity deals between startups and creators/celebrities.
Guest Author: Scott Van den Berg
Here is everything you need to know about why Mr.Beast changed the branding and chocolate formula of Feastables 🍫
Although Feastables did approximately $400M in revenue in its second year in business, Mr.Beast was not happy with the branding, taste, and mold of his chocolate bars.
That’s why he assigned his team to do extensive research to create a better-looking and tasting product. After eight months of hard work, the new Feastables bars were finally launched last week.
In the new Feastables, three things are different:
The Branding
The Formula
The Bar Mold
The Branding
Mr.Beast wanted Feastables to stand out on the shelves. Previously the Feastables flavors all had a different colour. That did not help with brand recognition.
That’s why all the new Feastables bars have the same color. They went for the blue color Mr.Beast is using on his channels. Hundreds of millions of people are familiar with it, so when they see it on the shelves, it will catch their attention.
Another thing that changed is the logo. Previously, Mr.Beast was the primary mark, and Feastables was the secondary mark. The new Feastables switched it around, with Feastables now being the primary mark and center of the bar.
Why? Because Feastables can outlive Mr.Beast. At some point, people shouldn’t buy Feastables anymore for Mr.Beast. They should buy it because it’s the best chocolate bar brand in the world, regardless of whether Mr.Beast is involved or not.
Lastly, the bar is now horizontal instead of vertical. In most grocery aisles, the bars still stand vertically, but over time, the majority of bars are going to lay flat. With the new design, Feastables is anticipating this change. The logo is also much bigger on a horizontal bar, which helps with brand recognition.
The Formula
The Feastables team wasn’t entirely happy with the taste of the original bar. That’s why Mr.Beast used the last months to change this into “the best-tasting chocolate ever made by mankind.” The new formulae make the chocolate creamier, tastier, and softer.
Mr.Beast wouldn’t be Mr.Beast if he didn’t create a video about the changes. The video on his second channel featured a blind taste test in which hundreds of people compared the new Feastables chocolate against established European brands, affirming the superior taste of his creation.
The Bar Mold
The old Feastables bar was incredibly thin and didn’t have break lines. As a result, it would often lead to issues where bars would break before the consumer would open them. And if you wanted a piece, it would shatter randomly. That’s why the new Feastables bar is thicker, more durable, and has break lines.
The new changes were announced on the 11th of January and are already paying off results. The new Mr.Beast Feastables chocolate bars have been completely sold out. But don’t worry, Mr.Beast will “restock them as fast as I can”.
