MrBeast, Logan Paul, and KSI Launched A Lunchables Competitor To The Internet's Disapproval
The recently launched ‘Lunchly’ is receiving mixed reactions from YouTubers and other online critics.
The lunchroom has a new nepo baby on the block.
Lunchly—the brainchild of content creators Logan Paul, KSI, and MrBeast—is a grab-and-go product positioned as a “better for you” option compared to cafeteria classics like Lunchables.
“Our end game has always been to not only provide high quality products, but also healthier alternatives,” Logan Paul said in a statement. “That’s why we’re entering the lunch grab-and-go market. It’s been dominated by Lunchables since we were kids ourselves and it’s time to provide a better option for those looking for a convenient, healthier choice.”
KSI echoed Paul’s sentiment, adding that, “It’s time for a new, exciting option that brings more fun and convenience to lunchtime, wherever you are and whatever you’re doing.”
Lunchly offers three entree options—Nachos, Pizza, and Turkey “Stack ‘Ems”–with each pack featuring a mini-sized Feastables chocolate bar and a bottle of Prime Hydration (gotta stay on brand, of course).
If you think those options sound familiar, it’s because they are. Lunchly is squaring up directly against the lunchroom nostalgia of Lunchables, and as expected, the internet has a lot to say about it.
On September 17, MrBeast clapped back to the hate.
“Lunchables sells hundreds of millions of units and countless people eat it. Our goal is to give people a better-for-you alternative to it,” he said in a tweet. “Obviously eating fresh chicken and broccoli is healthier but if someone is going to eat a premade meal like this (which millions of people do thru lunchables) then I think giving them a higher quality version at roughly the same price is a net good imo and why we launched Lunchly.”
This isn’t the first time the trio has made a foray into the food and beverage space. Logan Paul and KSI partnered together in 2022 to launch Prime Hydration, while MrBeast separately launched Feastables chocolate bars a few weeks later in the same year. The ventures illuminate a wider trend of content creators diversifying their portfolio by starting businesses outside of content to various degrees of success, like Emma Chamberlain’s Chamberlain Coffee, Addison Re’s Item Beauty, and Imane “Pokimane: Anys’ Myna Snacks.
It’s hard to know if Lunchly will catch on in schools across the country, but for now, look out for them in your local Kroger and Albertsons. (If you still even have those in your city.) The new kid on the block might end up being cool.