MrBeast, Logan Paul, and KSI launch a Lunchables competitor

MrBeast, Logan Paul, and KSI are three of the biggest creators in the world, and they've leveraged their audiences to become very successful food and drink entrepreneurs.

Chances are, you've had one of MrBeast's $100M/year Feastables chocolate bars or one of Logan Paul's and KSI's $1.2B/year Prime energy drinks.

Now the trio is teaming up to launch Lunchly, a Lunchables competitor that features a bottle of Prime, a Feastables bar, and either "Fiesta Nachos", "The Pizza", or "Turkey Stack 'Ems".

The launch comes at a tumultuous time for the creators.

• Prime's sales are starting to slump and they're dealing with a class action lawsuit that alleges the drink contains excessive caffeine.

• MrBeast is still dealing with the fallout from allegations of his co-host grooming a minor and of the unsafe conditions on the set of his new Amazon-produced reality show.

In many ways, these powerhouses are more vulnerable than they've ever been, which makes their launch and their marketing strategy so much more interesting.

Can they market this to $millions?

Don't get me wrong, Lunchly is still banking on the popularity of its creators. You can't spend more than a few seconds on its website before you run into the familiar faces of MrBeast, Logan Paul, and KSI.

However, it's clear that their main strategy is to position themselves as a healthy alternative to Lunchables. They even have an entire page dedicated to proving so.

This is a very clever strategy.

Millennials and Zoomers (aka, their core viewership) are much more health-conscious than prior generations, with 80% of Millennials considering health benefits when selecting foods. Considering that Lunchables are so unhealthy that Consumer Reports want them removed from school lunch menus, there's definitely room for a healthy alternative.

Whether Lunchly actually is that healthy alternative (chocolate bars and energy drinks aren't exactly fruits and veggies) remains to be seen.

Why are people upset?

In fact, early responses to the news of this launch are already turning negative. People either aren't aware of the health angle, or they just aren't buying it.

Chamath Palihapitiya, one of the co-hosts of the popular All-In Podcast, was ratioed on Twitter for promoting Lunchly in a post that almost read like an advertisement. One response simply asked, "This you?" while linking to an earlier tweet in which Palihapitiya had raised awareness about the dangers of both sugar and plastic.

Event KSI's tweet seemed to receive mostly negative responses. One person responded, "This isn’t lunch, none of it is lunch. You’re poisoning these kids. You could literally market anything healthy or beneficial successfully. Do better." Their response received 11,000 likes.

Meanwhile, Logan Paul went on the offensive, directly responding to naysayers with his own explanation for why he and other top creators have turned to launching companies:

Even MrBeast joined in to defend the launch, with his first tweet in almost two months since going dark. "Lunchables sells hundreds of millions of units and countless people eat it," he said. "Our goal is to give people a better… alternative to it."