Mumbai recently witnessed the arrival of two global internet sensations, MrBeast and Logan Paul, who landed at Jio World Drive to launch their highly anticipated brands. Feastables, the chocolate brand by MrBeast (real name Jimmy Donaldson), and Prime Hydration, the energy drink co-created by Logan Paul, were unveiled in front of a massive crowd. However, as eager fans swelled, the event was cut short for safety concerns. Despite the excitement, industry experts are sceptical about how these brands will fare in the Indian market, especially given the premium pricing.
Can Premium Prices Win Over Fans?
Feastables: MrBeast’s Chocolate Brand in India
Launched with considerable fanfare, targeting Indian fans with its premium ingredients and high-quality taste. Feastables chocolate bars are priced at ₹499 for 60 grams and ₹349 for 35 grams—significantly higher than popular Indian chocolate brands. MrBeast has emphasized the quality and clean ingredients of Feastables, setting it apart in a competitive snack market.
Feastables has already gained a loyal following worldwide, and its entry into India aligns with the trend of premium, health-conscious snack options. However, Indian consumers are known to be price-sensitive, which might pose a challenge to establishing itself beyond niche, urban markets.
Prime Hydration: Logan Paul’s Energy Drink in India
Prime Hydration has also made its way to Indian shelves, co-launched by Logan Paul, a popular internet personality and American wrestler. The drink, priced at ₹399 per bottle, is marketed as a premium hydration option with ingredients aimed at health-conscious consumers. However, similar to Feastables, the high price may be a limiting factor for widespread adoption.
Prime Hydration has gained popularity in Western markets due to its unique flavors, minimal additives, and the influence of Paul and co-founder KSI. However, Indian consumers are accustomed to more affordable options in the hydration and sports drink segment, meaning Prime may face challenges similar to Feastables.
Market Analysis: Will Feastables and Prime Succeed in India?
Analysts are cautious about the prospects of both brands in India. The premium pricing of Feastables and Prime Hydration positions them in a small segment of the Indian FMCG market, where brands like Amul, Cadbury, and other domestic players dominate at lower price points.
Sachin Bobade, an analyst with Daulat Capital, commented that although the Indian chocolate market can accommodate new brands, Feastables might struggle within the premium category. “In this segment, dark chocolates are more preferred, and as MrBeast’s Feastables are milk chocolates, it remains to be seen how well they resonate with Indian consumers,” he explained. Similarly, Prime Hydration will compete with established hydration drinks like Gatorade and Electral, which are more budget-friendly.
The Role of Social Media and Influencer Power
One thing that sets Feastables and Prime Hydration apart is the backing of major influencers. MrBeast’s YouTube channel, with over 329 million subscribers, and Logan Paul’s vast social media following are substantial advantages. This influence can drive initial sales as fans look to support their favourite creators. However, sustaining success will depend on these brands’ ability to offer a value proposition that justifies the higher cost compared to local alternatives.
Social media trends and viral challenges could also play a role in maintaining interest, but they might need to localize their strategies for deeper market penetration.
Will Indian Consumers Embrace Feastables and Prime Hydration?
The arrival of Feastables and Prime Hydration in India marks a new era where digital influencer brands are crossing into international FMCG markets. However, India’s competitive landscape and consumer price sensitivity mean that these brands must go beyond the initial hype to achieve sustained success.
For fans of MrBeast and Logan Paul, these products offer a unique connection to their favorite influencers. For the general Indian consumer, however, the high pricing might be a barrier. Only time will tell if the appeal of Feastables and Prime Hydration will outweigh the cost and if they can carve a lasting place in India’s snack and beverage markets.