Feastables
MrBeast’s ethically sourced chocolate brand, Feastables, is experiencing the repercussions of President Donald Trump’s tariffs. “Ironically, due to the new tariffs, it is now significantly cheaper to produce our chocolate bars for global sale outside of America,” the YouTube personality, whose real name is Jimmy Donaldson, shared on X this Tuesday. According to the brand’s website, Feastables products are “designed” in Donaldson’s hometown of Greenville, North Carolina, and produced in both Peru and the US. However, in a recent episode of the “Diary of a CEO” podcast, Donaldson disclosed that although Feastables initially sourced chocolate from Peru, the company has been exploring supply chains in West Africa as it expanded.
Donaldson remarked on Tuesday that manufacturing and selling candy bars from overseas would be more economical because “other countries don’t impose a 20%+ tariff on our cogs,” referring to the cost of goods sold. The newly implemented tariffs will require Feastables to incur additional costs for ingredients imported from outside the US, including cocoa, even if the chocolate bars are produced domestically. For example, Côte d’Ivoire, the world’s leading cocoa exporter, will face a 21% tariff. These tariffs are set to take effect on Wednesday.
Trump has indicated that a primary objective of these tariffs is to encourage manufacturing to return to the US, which is known as an exporter of chocolate and cocoa products. However, Donaldson’s insights reveal that tariffs on specific components of a product—such as cocoa and other ingredients—could compel businesses selling globally to shift their operations abroad.
The Feastables brand has a considerable presence across most of North America, much of Europe, as well as in India and Malaysia. Donaldson noted that since he prioritizes spending on ethically sourced cocoa—ensuring fair wages for farmers—the “random price hike” caused by the tariffs has been “pretty brutal.”
“We’ll figure it out. I feel for small businesses, though,” he stated. “This could really be a nail in the coffin for them.” A representative for Donaldson did not provide immediate feedback when approached for a comment.
Feastables constitutes a significant portion of Donaldson’s revenue through his company, Beast Industries. It generated approximately half of the company’s revenue in 2024, reaching around $215 million, as revealed in a pitch deck acquired by Business Insider. Additionally, Feastables proves to be more profitable than his media ventures, which comprise his YouTube channel and Amazon Prime show, which reportedly matched that revenue but incurred losses due to high production expenses, according to Bloomberg.
Trump’s announcement of extensive global tariffs on Wednesday has been labeled “Liberation Day,” resulting in a downturn in market conditions. Numerous companies have reported plans to increase prices in response to rising costs. MrBeast refrained from speculating on how these tariffs might influence Feastables pricing.
