Amid PR scandals, MrBeast, Logan Paul & KSI launch 'Lunchly' brand

MrBeast, Logan Paul and KSI are taking on Lunchables.

And it feels like some kind of dystopian capitalist crossover episode.

On Monday, the three creators announced the launch of Lunchly, a pre-packaged lunchbox brand for kids.

The lunchboxes contain a chocolate bar from MrBeast’s Feastables line and a bottle of Prime Hydration. They also include a choice of mini pizzas, nachos, or crackers with turkey and cheese.

The collab comes at an interesting time for the creators.

MrBeast, or Jimmy Donaldson, is amid a huge PR scandal.

Right now, he's dealing with negative press over allegations that long-time collaborator Ava Tyson shared inappropriate messages with a minor.

In response, Tyson has stepped down and MrBeast has announced plans to hire a Chief HR Officer. He's also said he will have employees go through sensitivity training. On top of this, he plans to implement an anonymous reporting system.

That brings us to Logan Paul and KSI, co-owners of Prime, who are dealing with a bit of scandal, too.

Prime is currently facing class action-lawsuits.

These allege that Prime energy drinks contain excessive caffeine and toxic, 'forever chemicals.'

Prime is the official drink of the UFC. The brand has secured sponsorships with the Arsenal football team and MBL’s Los Angeles Dodgers. However, they've experienced slumping sales globally. In many places, their bottles have been relegated to bargain bins, bursting the bubble on the brand's initial viral success.

But the show must go on, I guess?

And coming for another brand seems to be the next play for the creators.

The Lunchly line follows Lunchables' and Capri Sun's decline in sales amid consumer backlash over their ingredients.

The repercussions of which led the Kraft Heinz Company to lower its 2024 outlook and trim its price target by $1.

Enter, Lunchly.

'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.'

If that weren’t an obvious enough dig, the Lunchly website includes a section called 'Us vs. Them.' Here, the brand showcases Lunchly’s packaging, flavours and electrolytes contents as the superior option. They boast that their meals taste better, claiming Lunchly is 'Top of the Class.'

It’s an interesting route to take.

Two brands under PR fire entering the school market with a product they claim is 'better-for-you.'

Boldly accusing another brand of being unhealthy. All while one of their products is under fire for toxic ingredients.

However, the creators do know how to launch brands, and launch them well.

Their ever-loyal fan base has always been key.

'Prime brings a youthful buying cohort that hasn’t had a lot pitched their way beyond traditional kids’ drinks,' Jeffrey Klineman, Editor-in-Chief of BevNet, told CNN.

'Paul is way more appealing to a 13-year-old than a juice box.'

Only time will tell whether this newest venture will hold water or not.

-Sophie, Writer