What's Happening
Liquid Death's collaboration with Feastables, the candy company founded by YouTube megastar MrBeast, is now reaching the market. The Peanut Butter Cup Sparkling Water, modeled on Feastables' smooth-edged peanut butter cup, is reportedly available now at retailers including 7-Eleven..
The product delivers a chocolate peanut butter flavor in a sparkling water format with practically no sugar and minimal calories. Retailer listings spotted earlier this year indicated it would come in Liquid Death's two standard formats: 19.2oz tall-boy cans and 6-packs of 12oz cans.
The rollout arrives well ahead of schedule. The collab was first revealed at the NACS convenience-store trade show in October 2025 with a planned Halloween 2026 release, but by April, product listings were already surfacing on retailer websites, and Sporked speculated the launch would be pulled forward. That prediction has now played out.
Why It Matters
This is two of the loudest brands in beverage and creator-led food teaming up on a product designed to be talked about. Liquid Death has built a billion-dollar-plus valuation on exactly this playbook: Fruity Pebbles cereal-milk water, Van Leeuwen Hot Fudge Sundae water (which sold out in minutes), and a Pop-Tarts iced tea earlier this year. Feastables brings MrBeast's enormous audience and a candy product that already moves serious retail volume.
The early release also suggests confidence. Moving a novelty SKU up from Halloween to mid-summer means the partners expect it to sell on curiosity alone, no seasonal hook required.
Bigger Picture
Dessert-flavored, zero-sugar beverages have become a reliable engagement engine for the functional drink aisle, and creator brands are increasingly the distribution hack of choice. MrBeast's Feastables has already spun into Starbucks drinks and a Jack Link's jerky collab this year, while Liquid Death keeps proving that water with a marketing budget can out-earn legacy beverage brands on shelf.
The bigger question for the category is durability: novelty collabs sell out fast, but the brands that win long term are the ones converting stunt buyers into repeat customers. Liquid Death's core water and iced tea business remains the real test of that model.
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