The world of ready-to-eat lunches is about to get a major shakeup, as three of the biggest names in online content creation – MrBeast, Logan Paul, and KSI – have teamed up to launch their own food company, Lunchly. Their target? The long-reigning king of the lunchbox, Lunchables.
Lunchly is hitting the ground running with the mission to “revolutionize lunch.” The trio promises healthier, more delicious options with a focus on quality ingredients and a convenient grab-and-go format. Lunchly’s initial menu includes three meal options: Turkey Stack ‘Ems, Pizza, and Fiesta Nachos. Each meal comes with a PRIME hydration drink (co-founded by Paul and KSI) and a Feastables bar (created by MrBeast).
The timing couldn’t be better for Lunchly. Lunchables, owned by food giant Kraft Heinz, is facing a tough market. The brand, known for its playful and convenient meals, has been criticized in the past for its nutritional content. In August, Lunchables announced a push to enter school cafeterias, hoping to capitalize on a potential $25 billion market. However, the arrival of Lunchly could be a major roadblock.
The sheer power of the three creators’ combined influence is significant. MrBeast is YouTube’s most followed personality with over 315 million subscribers. PRIME has become a powerhouse in the beverage industry, selling over one billion units since its launch in 2022. Feastables also boasts strong distribution channels.
With these existing partnerships and a dedicated audience of young consumers, Lunchly has the potential to make a serious impact. The news could spell trouble for Kraft Heinz and its billionaire investor, Warren Buffett, who holds a substantial stake in the company.
Lunchly products are expected to hit store shelves later this month, with Kroger Co locations confirmed as initial retailers. The battle for the lunchbox has officially begun, and it’s going to be interesting to see how this all plays out.
