- The YouTube trio announce new grab-and-go lunch option
- Packs will contain a bottle of Prime and a Feastables bar
- Lunchly aimed at offering a “healthy alternative” to current lunch options
Not content with YouTube superstardom, energy drink domination and pro-wrestling paydays, the trio of Logan Paul, KSI and Mr. Beast are joining forces to release a new grab-and-go lunch option aimed at competing with Lunchables.
The trio of content creators, who have more than 350m YouTube subscribers combined, today unveiled Lunchly, a “better-for-you lunch option” which will feature Paul and KSI’s Prime energy drinks and Mr. Beast’s Feastables bars as well as three options of Turkey Stack ‘Ems, Pizza and Fiesta Nachos.
Beast, real name Jimmy Donaldson, a 26-year-old from North Carolina who owns the most-subscribed-to channel on YouTube, explained in a statement that, “We’re bringing the biggest creators together to do something that’s never been done — disrupt the lunch market for kids with healthier, better-tasting options. Lunchly is all about giving kids a fun, grab-and-go meal that’s not just delicious, but also good for them. We’re here to change what lunchtime looks like for the next generation.”
Paul added, in his own statement, “Our end game has always been to not only provide high quality products, but also healthier alternatives. 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.”
Reed Duchscher, CEO of creator management firm Night Media, who represent Donaldson for his Feastables business, told The Hollywood Reporter earlier this year that, “I know for a fact that Walmart and a lot of these retailers are now going, ‘OK, what Jimmy did in chocolate, what Logan [Paul] did in hydration [with beverage brand Prime], are creators building in other categories? And should we be more aggressive?’”
To be honest, we don’t know how much more aggressive you can be than going after something as beloved and harmless as Lunchables. What the hell can anyone possibly have against Lunchables?
