MrBeast’s confectionery brand, Feastables, is expanding beyond chocolate bars and into the beverage category with the debut of its first ready-to-drink product: Feastables Chocolate Milk.
The new product is made with real whole milk, Fairtrade-certified cocoa, and is fortified with essential vitamins A and D, along with potassium. Positioned as both indulgent and functional, the beverage aims to deliver nutritional value alongside a rich chocolate taste.
Feastables Chocolate Milk is now available nationwide through Walmart, 7-Eleven, and Speedway locations, marking a significant distribution push into both grocery and convenience retail.
This move comes amid a year of expansion for Feastables. Earlier in 2025, the brand announced the launch of kosher-certified chocolate bars, broadening its appeal to diverse consumer groups and reinforcing its positioning as an inclusive and accessible chocolate brand.
Feastables currently holds an estimated low single digit share of the U.S. chocolate market, competing alongside other niche and better-for-you (BFY) players like Chocolove, Hu, Lily’s Sweets, and Tony’s Chocolonely. In comparison, category leaders such as Hershey’s, Reese’s, and M&M’s dominate by a wide margin. This makes Feastables’ brand recognition and celebrity backing crucial in differentiating its products.
The launch of Feastables Chocolate Milk signals a diversification strategy:
Category expansion: Moving from confectionery into beverages allows Feastables to tap into the growing demand for functional and indulgent drinks, particularly dairy-based products that combine taste with added nutrition.
Distribution leverage: By securing national availability in Walmart and convenience chains like 7-Eleven and Speedway, Feastables is positioning Chocolate Milk as an impulse purchase and a grab-and-go option.
Brand halo effect: Associating the beverage with Fairtrade sourcing and essential vitamins supports the brand’s mission to compete in the ethical and BFY chocolate segment, where consumers value transparency and functional benefits.
Broader Trends In Ethical & Functional Chocolate
Feastables’ moves mirror wider shifts in the chocolate and cocoa space:
Ethical sourcing: DaVinci Gourmet recently transitioned 100% of its cocoa to Rainforest Alliance Certified sources, reinforcing consumer demand for sustainable and traceable supply chains.
Functional indulgence: AWAKE Chocolate is pushing caffeinated Fairtrade chocolate into Costco, blending energy with confectionery. Feastables’ fortified chocolate milk follows this pattern, blending indulgence with added health benefits.
Seasonal & premium innovations: Sustainability-focused chocolate brand Chocolove’s return of Pumpkin-Shaped Fall Bites reflects ongoing flavor innovation and the ability of niche players to keep consumers engaged with seasonal novelty.