MrBeast’s sugar rush is fading.

The growth of the YouTuber’s main candy company, Feastables, has slowed considerably in the last year, according to internal data seen by Business Insider.

U.S. sales volume grew 13% year over year in 2025, following a 33% jump the year before, according to a May 2026 presentation.

The company sold 7.6 million units in 2024, 8.6 million units in 2025 and 8.8 million units in the 52-week period ending in March 2026. The platform says the figures represent sales across major retailers and convenience stores, a widely used metric in the industry.

Launched in 2022, Feastables has been the cornerstone of MrBeast’s plans to turn his company, Beast Industries, into a growing business empire. Beast Industries was valued at roughly $5 billion in a 2024 fundraising and has recently expanded into areas like finance (with the acquisition of banking app Step this year) and creator services.

Feastables had big goals

Beast Industries previously set ambitious growth goals for Feastables. A February 2025 investor deck seen by Business Insider showed Feastables’ net revenue more than doubled in 2024 from 2023, to $215 million, and was forecast to grow 74% in 2025, to $375 million.

Net income represents sales after subtracting things like distribution costs, discounts, and promotional expenses. This is often equal to about half of what the customer pays at the register, said Daniel Scharff, founder of media company Startup CPG and former analytics executive for packaged goods manufacturers.

Three industry experts said Feastables’ wide distribution (at chains such as Walmart, Target and 7-Eleven) and its early growth were impressive, especially in a weak market. Chocolate volume sales decreased 1.5% in 2025 compared to 2024, according to the National Confectioners Association.

“They grew so fast that their door count was phenomenal,” said Mike Duda, managing partner at Bullish, an early-stage consumer marketing and investment firm, speaking about Feastables’ extensive retail distribution.

It is common for the growth of a popular consumer startup to slow down over time for a variety of reasons. Scharff said a company could decide to pull expensive promotions and that brands led by creators or celebrities can sometimes struggle to maintain momentum.

“They can be very effective at getting people to try something, but they can’t buy it again,” he said of celebrity brands.

Aimed at millennial parents of young children, Feastables has made ethical and better-for-you sourcing a core element of its brand positioning. Last year, it announced that 100% of the cocoa in its chocolate was Fairtrade certified, meaning it came from cooperatives that follow certain pro-worker practices and avoid the use of child labor.

Feastables has gone through multiple leaders

Feastables’ products made Circana’s annual “Pacesetters” lists for 2024 and 2025, a measure of the best-performing new products in different consumer packaged goods categories, although it is a minor player in a chocolate category dominated by Hershey and Mars Wrigley, whose annual sales run into the billions.

At the New York Times’ DealBook Summit in December, Beast Industries CEO Jeffrey Housenbold called Feastables the “world’s largest ethically sourced chocolate brand.”

Housenbold has been bringing on new executives and seeking to instill financial discipline at the company since becoming CEO in 2024. Feastables hired Molson Coors veteran Michelle St. Jacques as president earlier this year following the departures of CEOs Alex Zigliara in June 2025 and Jim Murray in 2023.

Beast Industries has sought to reduce its dependence on MrBeast, although Feastables remains closely tied to him and his YouTube content. The presentation describes how the brand relies heavily on its promotion to generate awareness, and a limited edition item sold out almost immediately after it posted about it.

Looking ahead, the platform said Feastables is betting on Christmas-themed products and new categories like chocolate milk and novelty items.