The "broke boy" comment was the beginning of the end. You remember the clip. Imane "Pokimane" Anys, one of the most powerful women in streaming, snapped at a viewer who called her $28 cookies overpriced. It was a PR disaster that felt like a glitch in the Matrix for a creator who built a career on being relatable and "one of the girls."
Now, nearly three years after Myna Snacks launched to a chorus of controversy, Pokimane has finally confirmed she’s out. She isn’t just taking a backseat; she’s completely severed ties with the brand she once claimed was her passion project. If you’ve noticed the Myna website has been a ghost town lately, it’s because the creator-backed dream didn't just stumble—it imploded.
The mismatch between content and commerce
Pokimane didn't just quit because people were mean to her about the price of gluten-free Midnight Mini Cookies. In a candid TikTok update on April 1, 2026, she admitted the launch didn’t go as planned. The reality is that being a top-tier streamer and being a C-suite executive are two different planets.
"It taught me that what it means to be a content creator is very, very different from what it means to be a business owner," she told her followers. It’s an honest admission. When you're a streamer, you're the product. When you're a business owner, the product has to stand on its own.
The problem with Myna Snacks was that it relied too heavily on Pokimane’s face. When the product faced scrutiny—specifically the claims that it was just a rebranded version of Costco’s "Toatzy" cookies—the heat didn't go to the manufacturer, Creation Foods. It went directly to her.
The white label trap
The biggest hurdle Myna couldn't clear was the "rebranding" allegation. Internet detectives quickly found that Myna’s Midnight Mini Cookies were suspiciously similar to a product called Toatzy Midnight Mini Cookies. Both were made by Creation Foods. Both had nearly identical ingredient lists, minus a sprinkle of Vitamin D in Pokimane's version.
The price gap was the kicker. You could get the Toatzy version for roughly $10 a bag, while Myna was charging $28 for a four-pack. That’s $7 a bag, sure, but the optics of a millionaire streamer selling a "premium" version of a budget cookie for a massive markup didn't sit right with her core demographic.
Pokimane defended the formula for years, claiming it was unique and took two years to develop. But in her recent "silence-breaking" video, her tone shifted. She noted that things businesses "get away with" don’t work when a creator is the face of the brand. In the world of CPG (Consumer Packaged Goods), white-labeling is standard practice. In the world of Twitch, it’s often seen as a "scam."
Money and friendships don't mix
One of the most telling parts of her exit is her advice to fans: don't go into business with friends. Myna Snacks was a collaboration involving heavy hitters like Darcey Macken (a former Kellogg’s executive) and Connect Ventures. But somewhere in the mix, the personal cost became too high.
Pokimane revealed she didn't take a dime in profits from Myna Snacks. Instead, she claims she directed that money back to the staff and further investments. While that sounds noble, it also suggests the business wasn't the cash cow everyone assumed it would be. If a brand is drowning in controversy and the profit margins aren't there to justify the hit to your reputation, walking away is the only logical move.
She’s done this before, though with less drama. She mentioned selling her stake in RTS, her talent management company, for at least six figures. She also never took equity from OfflineTV. It seems she’s realizing that her value isn't in owning the logistics of a company, but in her influence.
Why the website is still dark
If you try to buy Myna Snacks today, you’re met with "Sold Out" signs or a dead storefront. The brand is essentially a zombie. Without Pokimane’s marketing engine, a $7 bag of mini cookies with mushroom powder and Vitamin D just doesn't have a place on the shelf.
Her exit signals a broader shift in the creator economy. For a while, every big YouTuber and streamer thought they had to own a physical product—think Prime, Feastables, or Pink Sauce. But Myna is a cautionary tale. If the product isn't 10x better than the generic version, the "creator tax" will eventually kill it.
Practical steps for the next "Creator Brand"
If you're a creator looking at Pokimane’s exit and wondering how to avoid the same fate, keep these points in mind:
- Own the IP, not just the face. If your product is a white-label formula anyone can buy at Costco, you’re an affiliate, not a founder.
- Price for your audience, not your lifestyle. Selling premium products to a demographic that watches free content is a steep hill to climb.
- Separate the brand from the person. If a scandal hits you, does the business die? If the answer is yes, you haven't built a company; you've built a merch line.
Pokimane is moving on. She’s already quit Twitch after 11 years, focusing on her "lifestyle" era on TikTok and Instagram. She’s learned that being the face of a cookie brand isn't worth the headache when you're already making millions just by being yourself. The cookies are gone, but the lesson for the creator economy is just beginning to sink in.
Stop trying to be a CEO if you just want to be a creator. It’s okay to just make videos.
