Spar stores bag exclusive access to YouTube superstar MrBeast’s ‘Feastables’ chocolate bars

After the success of Prime Hydration, store owners are optimistic for another Youtuber-led shopper surge.

Spar UK stores are to get exclusive access to new confectionery lines from YouTube superstar MrBeast.

Working with Icon Foods ltd, Spar is to be the exclusive convenience distributor of the four lines detailed below in the icon’s Feastables range:

  • MrBeast Bar Original Chocolate 60g
  • MrBeast Bar Milk Chocolate 60g
  • MrBeast Bar Crunch 60g
  • MrBeast Bar Deez Nutz 60g

In a sign of the power of the brand to bring customers through Spar’s doors, MrBeast has the biggest number of subscribers of any individual on Youtube at 164m followers, well over double the number of Prime Hydration backers KSI and Logan Paul combined.

Enya McAteer, store manager at Mulkerns Spar Jonesborough in Newry, Co. Armagh, told Better Retailing: “We got it through on presell in June and have ordered a big amount. After seeing the success of Prime, the opportunity of brands backed by influencers is very clear to independent retailers.”

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Spar told Better Retailing the lines will carry a recommended price of between £2 and £2.49 and will be available in store from 10 July, supported by in-store point of sale material and a full online advertising campaign. Spar will retain exclusivity in convenience until January 2024.

Spar UK trading controller Henry Goodchild commented: “[We are] thrilled to have the opportunity to be the first in convenience to supply customers with the range of Feastables chocolate bars.”

Jo Wrate, head of trading at Spar partnered wholesaler AF Blakemore added: ““In today’s competitive convenience market, it’s more important than ever to differentiate ourselves from our competition. We will continue to look for new products to work with and encourage businesses to speak to us if they are looking for a first-class route to market.”

Icon Foods Ltd, backers of the MrBeast confectionery launch said Spar “was our first choice” and praised its “agility” in quickly getting the product out to stores.

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