In just a few short years, 23-year-old Jimmy Donaldson—better known as MrBeast—has built one of the largest audiences on the internet; become the highest-paid YouTube star ever, thanks to his videos generating some 10 billion views; and even convinced 456 people to compete in a precise reimagining of the activities at the heart of Squid Game (minus the bloody death) for $456,000. A year ago, he launched a restaurant concept called MrBeast Burger, using ghost kitchens to scale up very quickly. It sold 1 million burgers in its first three months.
Now, starting today, January 29, he’s also a major packaged-food brand.
Dispatches From The Front 