In an event marked by high energy and excitement, YouTube’s biggest star, Mr Beast (real name: James Stephen Donaldson), and American wrestler, influencer, and YouTuber Logan Paul made their entry into India’s premium consumer market on Sunday. At Mumbai’s Jio World Drive, a massive crowd of fans greeted them as they launched their brands: Mr Beast’s chocolate brand, Feastables, and Paul’s energy drink brand, Prime Hydration.
The overwhelming turnout of fans, eager to see their favorite internet personalities, eventually forced the organizers to close the store and end the event earlier than expected due to crowd control concerns.
Donaldson, also known as Jimmy, launched Feastables in India at a premium price. A 60-gram bar is set at Rs. 499, while a 35-gram bar costs Rs. 349. Meanwhile, Paul introduced Prime Hydration, which was co-created with popular content creators Darren Jason Watkins Jr. (known as IShowSpeed) and JJ Olatunji (known as KSI). The energy drink, available in eight flavors, will be priced at Rs. 399 in India. Previously, Prime was available in India only through imports and sold at a steep markup—Rs. 900 at Reliance Freshpik and Rs. 600 in local superstores.
“The Indian chocolate market is sizable and can easily absorb a few new brands, so I don’t think the launch would disturb the brands already operating in this segment,” said Sachin Bobade, an analyst from Daulat Capital.
Mohsin Mansoori, the store manager at Freshpik in Jio World Drive, where the event was held, acknowledged the products’ high price points, which could limit their appeal. “Even though they are expensive, we are anticipating the first lot to get sold very quickly,” he said. He noted that while fans may initially flock to purchase, maintaining sales at such high prices could be challenging as the novelty fades.
The launch was partly inspired by Mr Beast’s collaboration video with India’s top YouTuber, CarryMinati, in which Donaldson had promised to visit India if the video reached 10 million views. When it crossed 8.5 million views, he recognized his substantial popularity among Indian viewers and decided to move forward with the launch alongside Paul’s Prime Hydration.
The first batch of these products, consisting of 100,000 units, is being imported by Globe Grocer Food Private Ltd. Market analysts and retailers anticipate that demand will be driven primarily by fans of these creators rather than long-term regular consumers.
For now, Mr Beast and Logan Paul have successfully captured India’s attention with a strong launch event and significant fanfare. However, sustaining their presence in India’s competitive FMCG landscape will be the real test for Feastables and Prime in the months to come.
