In september 2024, a controversy erupted on social media, drawing in major YouTubers: MrBeast, KSI, Logan Paul, and DanTDM. The drama centered around the release of Lunchly, a new pre-packaged meal product designed to rival Lunchables, co-created by MrBeast, KSI, and Logan Paul. What began as a business venture quickly spiraled into a heated public feud after DanTDM openly criticized the product.

The Catalyst: DanTDM’s Critique

On september 16, DanTDM (The Diamond Minecart), a well-known Minecraft YouTuber, took to twitter to express his disappointment. He claimed that the creators of Lunchly were selling out, pushing products that seemed more focused on making money than providing any real value to their fans. He questioned how promoting unhealthy snacks, marketed heavily to children, was ethical for influencers who have a young, impressionable audience.

DanTDM’s criticism resonated with many, who agreed that influencers need to be careful about what they promote, particularly when it comes to children's health. His tweet read, “What happened to YouTubers man... This is selling stuff for the sake of making money, simple. How does this benefit their fans?”(

KSI and Logan Paul fire Back

KSI, known for his strong opinions, did not take the critique lightly. He quickly responded, accusing DanTDM of hypocrisy. KSI pointed out that DanTDM himself had promoted branded merchandise and subscription snack boxes in the past, including MunchPak, a food subscription box aimed at kids. KSI further escalated the situation by digging up a nine-year-old video from DanTDM’s channel, where he endorsed a product that also targeted young audiences(

Logan Paul chimed in as well, defending Lunchly by claiming that it was a healthier alternative to existing products like Lunchables, which have been criticized for containing unhealthy ingredients like processed cheese and even lead. Logan argued that influencers have every right to build businesses, likening Lunchly to a more responsible option. However, Logan’s defense was quickly undercut when social media users pointed out that his own PRIME drinks had faced similar accusations of containing lead(

MrBeast's Calmer Approach

MrBeast, known for his philanthropy and massive online presence, took a more measured approach. Instead of directly confronting DanTDM, he focused on defending the quality of Lunchly. He explained that the goal was to offer a healthier option to popular pre-packaged meals. He highlighted that Lunchly meals contain fewer calories, less sugar, and higher-quality ingredients compared to existing alternatives. He acknowledged that fresh food would always be the best choice but argued that if people were going to eat prepackaged meals anyway, his product was a better option(

The Aftermath and Public Reaction

The response to the drama was mixed. Many sided with DanTDM, agreeing that influencers should prioritize their audience’s wellbeing over profit. Others saw KSI and Logan Paul’s reactions as over-the-top, with some even mocking KSI for taking such offense to a single tweet. Meanwhile, MrBeast’s more tempered defense helped him avoid much of the backlash.

DanTDM, despite the uproar, largely stayed out of further exchanges and continued posting his usual content. KSI, on the other hand, kept the fire burning by releasing a nearly 20-minute video addressing the drama, and even invited DanTDM to appear on his Sidecast podcast to discuss the matter. However, DanTDM has not responded to this invitation(

In the end, the Lunchly controversy highlighted the growing tension between influencers and their audiences, particularly when it comes to monetizing their platforms in ways that may not align with the values they once championed.