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Lunchly

Lunchly (stylized in all caps) is a brand of snack kits created and marketed by Lunchly LLC. The brand is promoted and founded as a joint venture between internet personalities Olajide "KSI" Olatunji, Logan Paul, and Jimmy "MrBeast" Donaldson. Each box includes a Prime drink and a Feastables chocolate bar, each pre-existing popular products offered by the creators, along with four varieties including turkey with cheese and crackers, nachos with salsa and cheese, pizza, or BBQ chicken dippers. The product line was announced on September 16, 2024.

Although it is marketed as a healthier competitor to Kraft Heinz's Lunchables, the claim has been disputed by several health experts. The Food and Drug Administration has received several complaints about the product.

History

The product was announced to the public by KSI, Logan Paul, and MrBeast as a collaboration on September 16, 2024,[2][3] following other food and beverage products such as Prime, a range of energy and sports drinks by Olatunji and Paul, and Feastables, a brand of chocolate bars by Donaldson. Both products are sold in combination with Lunchly kits. Lunchly is intended as a "healthier" alternative to Kraft Heinz's Lunchables, with both a calorie and sugar comparison to Lunchables on its website.[4][2][5] Sodium and saturated fat are not included on the comparison.[6]

At the time of Lunchly's release, Donaldson was in the midst of numerous controversies of his own.[7][8] A number of social media experts speaking to Business Insider stated that Lunchly may benefit from the negative attention Donaldson was exposed to, while also noting that the launch may come across as a distraction.[9] Following Lunchly's negative reception online, Paul claimed that Lunchly's headquarters had received a bomb threat[10] from a caller based in London.[11]

Products

As of February 2026, Lunchly has six varieties of snack kits, all of which are reinterpretations of Lunchables products.

  • "The Pizza": A consumer-built pizza kit with tomato sauce, pepperoni, and cheese, a small Cherry Freeze Prime bottle, and a snack-sized Feastables Milk Crunch Bar,[12] based on the "Pizza with Pepperoni" Lunchable.
  • Fiesta Nachos: A kit consisting of nacho chips with "queso blanco" dipping cheese and salsa, a small Strawberry Banana Prime bottle, and a snack-sized Feastables Milk Chocolate Bar,[13] based on the "Nachos with Cheese Dip and Salsa" Lunchable.
  • Turkey Stack 'Ems: A set of cheese, crackers, turkey, a small Ice Pop Prime bottle, and a snack-sized Feastables Milk Chocolate Bar,[14] based on the "Turkey and American Cheese Cracker Stackers" Lunchable.
  • Spicy Nachos: A set of spicy nacho chips, "queso blanco" dipping cheese and salsa, and a snack-sized Feastables Milk Chocolate Bar,[15] based on the "Spicy Nachos" Lunchable.
  • BBQ Chicken Dippers: A kit consisting of grilled chicken, BBQ sauce, Colby cheese cubes, a small MrBeast Prime bottle, and a snack-sized Feastables Cookies & Creme Bar.[16]
  • PB&J Dunkers: A set of crackers, "creamy" peanut butter, concord grape jelly, and a snack-sized Feastables Milk Chocolate Bar.[17]

Reception

Critics views

Lunchly was criticized by a number of Internet personalities. British YouTuber DanTDM expressed his disapproval of Lunchly, stating on Twitter: "This is selling crap to kids who don't know better than to trust the people who are selling it to them."[7]

Forbes described the three packaged meals as "almost identical to existing offerings by Lunchables".[2] The Mary Sue stated that Lunchly was likely intended to boost sales for Prime Hydration and Feastables.[18]

Health concerns

Reviewing the product in October 2024, YouTuber Rosanna Pansino reported finding mold growing on the cheese in a packet of "The Pizza" variety.[19][20][21][8] Following this, a number of social media users claimed to have likewise found mold in Lunchly packages.[22] The Food and Drug Administration confirmed that it received over ten complaints about Lunchly, with one consumer reporting an illness linked to the product.[23]

Doctor Mike, a family physician who releases educational health videos on YouTube, acknowledged that the product's sugar and saturated fat were slightly less than Lunchables, but estimated that a child would have to eat 2.7 Lunchly Turkey Stack 'Ems to achieve their recommended lunchtime calorie intake, and in doing so would consume close to their recommended daily intake of sodium.[24][10] In the United Kingdom, youth campaign group Bite Back called the promotion of high sugar and fat foods by a social media star "particularly worrying", and the chair of food and nutrition at the Children's Alliance charity described the launch as "junk food marketing".[25]

In 2025, Consumer Reports assessed that Lunchly kits were not generally healthier than those of competitor Lunchables, and contained concerning levels of lead and phthalates.[26][27]

See also

  • Pink Sauce

External links

References

  1. LUNCHLY Trademark Application of Lunchly LLC - Serial Number 98554044 trademarks.justia.com, retrieved September 24, 2024^
  2. Mary Roeloffs. MrBeast, Logan Paul And KSI Launch Lunchables Competitor 'Lunchly'—Here's What To Know Forbes, September 16, 2024, retrieved September 22, 2024^
  3. Jordan Valinsky. Logan Paul and MrBeast have a Lunchables competitor that they say is healthy CNN, September 17, 2024, retrieved September 22, 2024^
  4. Alex Weprin. MrBeast and Logan Paul Team Up to Launch Competitor to Lunchables The Hollywood Reporter, September 16, 2024, retrieved September 22, 2024^
  5. Emma Gill. Logan Paul, KSI and MrBeast team up with Lunchables rival Manchester Evening News, September 23, 2024, retrieved October 21, 2024^
  6. YouTube stars MrBeast, Logan Paul, KSI respond to Lunchly mold claims Boston 25 News, February 24, 2025, retrieved March 6, 2025^
  7. Cass Marshall. The MrBeast controversy era continues, with lunch packs and a lawsuit Polygon, September 24, 2024, retrieved October 21, 2024^
  8. Ethan Gach. YouTuber Finds Moldy Cheese In Mr Beast's Lunchables Knockoff Kotaku, October 21, 2024, retrieved October 27, 2024^
  9. Lindsay Dodgson. MrBeast launching a new product amid controversy may be a good PR move, marketing experts say. But it's risky. Business Insider, September 21, 2024, retrieved October 21, 2024^
  10. Jonathan Limehouse. Lunchly criticisms, mold allegations prompt response from Logan Paul: 'Try harder' USA Today, October 28, 2024, retrieved May 30, 2025^
  11. James Troughton. FBI Tracks Down Londoner Who Called Bomb Threat On Lunchly HQ The Gamer, October 29, 2024, retrieved November 4, 2024^
  12. Lunchly. "The Pizza" - Uncured Pepperoni & Cheese Pizza Lunchly, retrieved October 25, 2024^
  13. Lunchly. Fiesta Nachos - Nacho Chips With Queso Blanco & Salsa Lunchly, retrieved October 25, 2024^
  14. Lunchly. Turkey Stack 'ems - Turkey, Cheddar Cheese & Crackers Lunchly, retrieved October 25, 2024^
  15. Lunchly. Spicy Nachos Entrée Lunchly, retrieved February 15, 2026^
  16. BBQ Chicken Dippers - Grilled Chicken, BBQ Sauce & Colby Cheese Cubes Lunchly, retrieved October 8, 2025^
  17. Lunchly. PB&J Dunkers Entrée Lunchly, retrieved February 15, 2026^
  18. Rachel Ulatowski. 'Lawsuit incoming': MrBeast, KSI, and Logan Paul collaborate on a shady Lunchables ripoff The Mary Sue, September 17, 2024, retrieved October 27, 2024^
  19. Rosanna Pansino. I Tried Lunchly... It was MOLDY! Rosanna Pansino, October 20, 2024, retrieved October 20, 2024^
  20. Josh Taylor. Rosanna Pansino claims she found "disgusting" mold in Lunchly meal Dexerto, October 20, 2024, retrieved October 21, 2024^
  21. Pop Culture & Art. Rosanna Pansino calls Lunchly disgusting after finding mold in cheese product The Express Tribune, October 20, 2024, retrieved October 21, 2024^
  22. James Troughton. MrBeast Rep Responds To Claims Of Mold Found In Lunchly: "Consider The Source" The Gamer, October 23, 2024, retrieved October 27, 2024^
  23. Jennifer Zhan. MrBeast Accused of Selling Moldy Meals to Kids Vulture, October 25, 2024, retrieved October 25, 2024^
  24. Nyla Gilbert. Lunchables rival, Lunchly, causes media backlash The Post, October 2, 2024, retrieved October 21, 2024^
  25. Niamh Leonard-Bedwell. MrBeast Lunchly kits for kids criticised by health campaigners The Grocer, September 25, 2024, retrieved October 27, 2024^
  26. Kevin Loria. Lunchly Not a Healthier Option Than Lunchables Consumer Reports, 2025-07-31, retrieved 2025-11-13^
  27. Roxana Ehsani. This Popular Lunch Kit Claims It's 'Healthier' Than Lunchables Food & Wine, 2025-07-31, retrieved 2025-11-13^