Will Feastable and Prime Win in India?

Feastables and Prime launched in India at Mumbai's Jio World Drive Mall. Due to the popularity of creators MrBeast, Logan Paul, and KS, there was a buzz with fan engagements and interactive marketing during the launch.

However, these products charge a premium, with Feastables chocolates at ₹499 for 60g and Prime drinks competing with cost-effective players like Amul, Red Bull, and Gatorade at ₹399 per bottle.

But the big question is: will these brands work in India?

I do not know. At least after watching this:

Let’s see how these ready-to-disrupt Indian market brands perform in the US and analyze their fare in the Indian market.

How Are Feastables and Prime Doing in the US?

Feastables

Founded by the YouTuber, MrBeast, Feastables maintains a reputation in the US snack market. Since its launch, the brand marked its mark in the industry, including $10 million in sales within three months.

By targeting Gen X and millennials, Feastables built the brand by focusing on a clean-label product backed by an influencer marketing strategy.

1. Retail expansion: Feastables is now available in over 40,000 retail stores across the U.S., including Walmart and 7-Eleven.

2. Digital reach: Leveraging MrBeast's massive online following, the brand blends viral campaigns and offers to boost online sales.

3. Financial standing: With an estimated valuation of $200 million, Feastables is ready for further growth, supported by innovative campaigns and product launches​.

Challenges include competition from established snack brands and fluctuating cocoa prices. Despite this, Feastables' commitment to high-quality ingredients and ethical sourcing attracts modern consumers​.

Prime

Prime, co-created by YouTubers Logan Paul and KSI, has also become a standout in the US beverage market. Known for its hydration drinks and energy drink lines, Prime made over $250 million in global sales in 2023.

That was possible through strong influencer marketing and partnerships, including a notable sponsorship deal with the UFC.​

1. Retail success: The brand is available in top U.S. retailers, such as Target and Walmart, boosting the brand's accessibility and visibility​.

2. Youth appeal: Prime captures Gen Z's attention and creates a cult-like following with limited-edition launches and scarcity.

3. Growth Potential: Analysts anticipate continued growth for Prime as it diversifies its product portfolio and expands its footprint.

Prime faces challenges and intense competition from established brands like Gatorade and Red Bull. Its high price point compared to competitors makes it less accessible to price-sensitive consumers.

Both Feastables and Prime heavily rely on the fanbase and popularity of the brand creators, which could limit the brand's appeal among audiences less influenced by celebrity-driven marketing.

Will Feastables and Prime Work in India?

Feastables and Prime face challenges in India due to their high prices. A Feastables chocolate bar costs around ₹200, and a Prime drink is ₹400.

Most Indians prefer cheaper options, and snacks and drinks here usually cost much less. This makes these brands harder for the average buyer to afford.

India already has strong local brands like Amul, Cadbury, and Parle for snacks and popular drinks from brands like Coca-Cola and Bisleri.

These companies sell affordable products widely, making competition challenging for new, premium-priced brands like Feastables and Prime.

While creators like MrBeast and Logan Paul are famous globally, their popularity in India is mostly limited to urban audiences. Fewer people outside big cities know them well, which may hurt the brands' appeal.

For success, these brands might need to lower prices, launch smaller packs, and collaborate with Indian influencers. Expanding offline sales and creating products that suit Indian tastes could also help them grow.

What do you think? Will Feastables and Prime make their mark in India?
(We will feature the best answers in the following post)