| Company type | Private |
|---|---|
| Industry | Digital media, consumer products |
| Founder | Jimmy Donaldson |
Key people | Jeffrey Housenbold (president and CEO) |
| Products | Feastables, Lunchly, ViewStats, Beast Games |
| Owner | Jimmy Donaldson |
Beast Industries is an American digital media and consumer products holding company created by YouTube personality Jimmy Donaldson. The company oversees Donaldson's video productions along with the Feastables confectionery brand, Lunchly school meal kits, the ViewStats analytics platform, and Beast Games competitions. [1] In 2024, Donaldson appointed former SoftBank Vision Fund executive Jeffrey Housenbold as president and chief operating officer, later promoted to CEO, to consolidate the ventures under the Beast Industries name. [2]
Donaldson had operated his business through entities such as MrBeast, LLC before introducing the Beast Industries branding in 2024. [2] Housenbold stated that the reorganization was intended to build a media and consumer products group that could scale beyond Donaldson's YouTube channel while adding experienced leadership to manage production costs and quality control. [2]
Beast Industries manages Donaldson's flagship YouTube channels alongside ventures including Feastables snacks, Lunchly meal kits, the ViewStats analytics software, and live events under the Beast Games label. [1] Access IPOs reported that the structure lets Donaldson focus on creating and marketing content while the executive team systematizes the business. [1]
In 2025, Business Insider wrote that CEO Jeffrey Housenbold was imposing stricter production budgets, building an eight-person brand partnership team to secure in-kind goods, raising ad rates by as much as 65 percent, and exploring AI tools so the studio could deliver large scale videos on time, on budget, and still maintain the channel's spectacle driven reputation. [3]
PitchBook lists Beast Industries and Beast Games as a Social Capital portfolio company. [4]
A 2025 investor presentation circulated while Beast Industries sought more than $200 million in new capital valued the business at about $5 billion. [5] [1] The materials indicated that Feastables generated roughly $250 million in 2024 revenue with about $20 million in profit, while Donaldson's video operations posted an $80 million loss despite comparable revenue. [5] The deck projected that Beast Industries would return to profitability in 2025 after several years of losses as the company emphasized product lines with steadier margins. [5] Access IPOs reported in March 2025 that the planned funding round was intended to be the final private raise before a possible initial public offering within two to three years. [1]