Ciao Energy, Brosti… Influencers are hitting the shelves with their own products. Simple fad or new very profitable business?
On June 1, 2026, two simultaneous launches shook the shelves of French supermarkets. Squeezie, Lena Situations and Inoxtag unveiled Ciao Energy, while McFly and Carlito launched Brosti, their artisanal chips. Immediate result: out of stock at Monoprix even before the official date, and a launch video reaching 20 million views in less than 24 hours. These content creators are no longer satisfied with classic product placements. They want the margins, the market shares and their name on the heads of the gondola.
From YouTubers to entrepreneurs: a movement from the United States
It all started outside the Atlantic. MrBeast, with its 497 million subscribers, is launching Feastables in 2022, its chocolate bars. According to Bloomberg, annual sales reach $250 million, with $20 million in net profits. The same year, Logan Paul and KSI imposed their Prime drink in major brands. These two examples clearly paved the way. In 2024, MrBeast, Logan Paul and KSI are even joining forces to create Lunchly, meal kits for children.
In France, content creators quickly followed. Mister V launches Pizza Delamama in 2022: 1.4 million euros in turnover in three months. Tibo InShape (26.9 million subscribers) structures its InShape Nutrition brand around proteins. Joyca collaborates with Picard on unusual ice creams, generating videos exceeding 10 million views. Sissi Mua is among the pioneers of this movement.
Behind Ciao Energy and Brosti, a discreet architect: Cyrille Jacques, CEO of Banger Ventures, founded in 2025, with 20 years of expertise in mass distribution. Its philosophy is clear: it’s about building real businesses with creators, not selling image licenses. Influencers participate in testing, choose flavors, attend management meetings. Squeezie has even systematically opted for the most expensive designs out of attachment to its community.
An incredible impact on young audiences
52 million cumulative subscribers for Squeezie, Lena Situations and Inoxtag. 7.6 million for McFly and Carlito on YouTube. These figures explain why mass distribution now welcomes these creator-led brands without hesitation.
The cycle is now well established: the hype on social networks generates requests at the checkout, then putting them on the shelves naturally follows. The community becomes implicit co-creators, testing flavors beforehand and sharing massively on TikTok and Instagram. Brosti is available in six original flavors (ham-butter, couscous-merguez, strawberry-whipped cream, barbecue, Guérande salt, etc.) distributed at Auchan, Carrefour, Leclerc, Intermarché and Coopérative U, among other brands.
The energy drink market perfectly illustrates the opportunity. The offer increased from 27 references in 2021 to around 50 in 2026, quadrupling in volume. However, Red Bull and Monster still hold 88% of the market. Ciao Kombucha, launched by Squeezie in May 2025, proved the breakthrough was real:
- Best consumer innovation 2025 in drinks (behind Procter & Gamble and Lactalis all products combined)
- 45% repurchase rate
- Non-replacement rate of 97%: only 3% of consumers prefer another brand of kombucha
The product is even preparing to arrive in Belgium, Luxembourg and Switzerland. It’s no longer ephemeral virality, it’s structured entrepreneurship.
Promises of healthier products under close surveillance
Ciao Energy displays 4 grams of sugar per 100 milliliters, compared to 11 grams for classic Red Bull. The brand also boasts natural caffeine from green coffee and guarana, all at 1.49 euros. Frankly, the argument is attractive for consumers concerned about their well-being.
Except that nutritionists are very nuanced. Florence Foucaut, interviewed by 20 Minutes, notes that sugar remains in third position in the list of ingredients. Stéphanie Ballot, cited by Science et Vie, recalls that the body does not distinguish a natural caffeine molecule from a purified molecule. Raphaël Gruman, a nutritionist in Paris, specifies that guaranine is chemically identical to caffeine, just with a slower release.
Libération noted the absence of Nutri-Score on the can, a notable warning signal. On X, Ghaïs GeekNfit denounces the ambiguity of natural flavors: a natural strawberry flavor generally comes from fermented wood chips, technically natural but misleading. ANSES formally advises against these drinks for minors. Problem: nearly one in five children already consume it at least once a month. England has also banned energy drinks for under-16s. These designer brands target 18-35 year olds, but their actual audience is much younger. This is where the business model reveals its deepest contradictions.
