Jimmy “MrBeast” Donaldson is known for viral challenges and jaw-dropping giveaways. Now he is drawing attention for something far less flashy but far more serious. The YouTube megastar says the chocolate industry’s long-standing child labor problem pushed him to build a different kind of snack company. His brand, Feastables, is based on ethical sourcing and supply chain transparency on a time when consumers want to see rather than hear.
Feastables was a new chocolate brand introduced by its creator in 2022 amidst a saturated market dominated by long-established brands. Rather than relying solely on the appeal to celebrities, he positioned the brand as an alternative, which is values-based. Donaldson is of the opinion that modern consumers, particularly young people are very concerned with the way their product is manufactured and where they were sourced.
MrBeast turns snack brand into statement against child labor practices
MrBeast recently highlighted a troubling statistic tied to cocoa production: “Over 1 million children work in child labor on cocoa farms so you can have cheap chocolate. I want to prove that this is a choice and not a necessity with Feastables. Can’t wait for you all to see what we’ve been working on last 18 months. I’m thousands of hours deep on solving this. Won’t quit.”
Cocoa farm child labor is highest in West Africa where poverty, poor regulation, and trade networks are hard to manage.
The big chocolate firms have been promising reforms over a long time, but watchdog bodies still report a slow pace. Those discrepancies between the committed actions and quantifiable improvement have left a room in which new brands can make claims of cleaner sourcing at the very beginning.
Feastables positions itself as a company that responsibly sources cocoa and has open partnerships. Analysts believe ethical sourcing is no longer a specialized selling point.
It is turning out to be an expectation. The sheer scale of the reach of Donaldson in his online is a luxury. Millions of people listen when he speaks, and a lot of them are prepared to make their buying choices according to their values.
Still, experts caution that solving child labor in cocoa production requires more than brand messaging. It demands economic reform, education access, and stronger governance in producing nations. Even so, Donaldson’s public stance has sparked renewed discussion about ethical consumption.
By tying entertainment influence to supply chain ethics, MrBeast is testing whether digital creators can shape not only trends but also industry standards.
