UPSIDE Foods Leverages Viral Marketing Strategy with MrBeast Partnership

UPSIDE Foods, a frontrunner in the cell-cultivated meat sector, has re-entered the public spotlight following a high-profile feature by YouTube creator MrBeast (Jimmy Donaldson). The video, released on 24 January, garnered over 45 million views in days, marking a significant shift in the company’s communication strategy—moving from regulatory advocacy to mainstream cultural engagement.

The video provided a behind-the-scenes tour of UPSIDE’s production facility, which previously received an investment of approximately US$187 million. The content focused on demystifying the production process of cell-cultivated chicken and concluded with an on-camera tasting. Donaldson’s unscripted verdict—“It tastes just like chicken”—served as a powerful validation for the technology, delivered to an audience of over 460 million subscribers.

Reaching a New Demographic

This media appearance represents a strategic pivot for the cultivated meat sector, which has historically relied on white papers and policy forums to build credibility. By partnering with MrBeast, UPSIDE Foods bypassed traditional B2B channels to directly engage Gen Z and Millennial audiences—demographics that are critical for long-term adoption but difficult to reach through conventional industry news.

However, the exposure also reignited debates around terminology. Critics targeted the use of phrases like “genetically grown,” highlighting the ongoing challenge the industry faces in standardising consumer-facing language that distinguishes cell cultivation from genetic engineering.

Legal Battles and Regulatory Context

The viral moment follows a year defined by legal and operational restructuring for UPSIDE Foods. Throughout 2025, the company was embroiled in litigation, including a federal lawsuit challenging the State of Texas’ ban on cultivated meat. Filed in September alongside Wildtype and the Institute for Justice, the lawsuit argues that state-level bans violate federal authority over interstate commerce.

"For the same reason California cannot ban Texas beef in California, Texas cannot ban salmon or chicken from California," stated Uma Valeti, Founder and CEO of UPSIDE Foods, emphasising the need for a unified federal regulatory framework.

Consumer Research Insights

In June 2024, UPSIDE Foods conducted a public tasting event in Miami just days before a state ban took effect. An ethnographic study of the event, published in June 2025, revealed that while consumers are open to innovation, their acceptance hinges on transparency regarding ingredients and production methods. The study underscored that firsthand experience is the most effective tool for overcoming scepticism—a finding validated by the massive reach of the MrBeast demonstration.

B2B Commercialisation: Launch of Lucius Labs

Beyond consumer engagement, UPSIDE Foods is diversifying its revenue streams. On 23 January, the company launched Lucius Labs, a spinoff dedicated to commercialising cell culture media and analytical services.

This move leverages UPSIDE's proprietary technology to serve the broader life sciences market, including cell therapy and vaccine production. Dr. Bob Newman, Chief Science Officer at UPSIDE Tech, noted that the new division aims to solve "huge barriers" in media development, offering cost benefits and rapid custom formula turnaround times without compromising performance.

Operational Outlook

Following a period of capital constraints in 2025, UPSIDE Foods has streamlined its operations. The company has paused the construction of a large-scale facility in Illinois to focus on expanding its EPIC site in California. Additionally, R&D efforts are increasingly exploring hybrid products that combine cultivated biomass with plant-based ingredients to improve scalability and cost-efficiency.