MUSH Bulks Up Portfolio With Protein Bars

Just months after the debut of its kids pouch line, MUSH is bringing its core overnight oats product into another on-the-go format: protein bars, launching exclusively at Whole Foods Market stores nationwide.

The 3-SKU line – which includes Peanut Butter Chocolate Chip, Double Chocolate Chip, and Maple Cinnamon flavors – features an ingredient deck similar to that of the brand’s flagship product, with the addition of milk protein concentrate. According to co-founder and CEO Ashley Thompson, MUSH chose to include the dairy-based ingredient for its clean, complete protein properties that provide the “ideal” taste and texture for a refrigerated bar.

The new line, which went from brainstorm to retail in just eight months, was born out of a conversation with a Whole Foods buyer who asked MUSH to translate its overnight oats product into bar form. That support from the natural chain – which became MUSH’s first major retail account in 2017 – helped enable the product’s rapid entrance to market.

MUSH’s protein bars are priced at $2.79 each, with full availability expected by mid-December. Each bar contains 15 grams of protein and is free of preservatives and refined sugars.

Why launch in the refrigerated set? MUSH’s internal infrastructure was already set up for cold supply chain and, as the brand is committed to using fresh and clean ingredients, it was necessary to preserve the product’s quality at the expense of shelf life, according to Thompson.

“We landed pretty quickly on leveraging refrigeration, just like we did for our core product line, so that we could deliver the most delicious product without any preservatives,” said Thompson. “That’s a north star for all of our innovations. We’re trying to have the cleanest products for the most people, but still have them be really tasty, and refrigeration enables that.”

Since its founding in 2015, MUSH’s mission is to make healthy food accessible to everyone from both a price and distribution perspective. In addition to its new protein bars, the Chicago-based brand markets a line of overnight oats and a collection of kids oatmeal smoothies. Its products are available in over 12,000 doors across the U.S., including Costco, Target, and Kroger.

Though the bars are debuting in the natural channel, Thompson is confident the product can also be successful in club, mass, foodservice (coffee shops) and “anywhere people are popping in and out for a quick bite.”

In the 52-week period ending July 14, the nutrition bar category climbed 2.1% to $3.8 billion, according to data from Circana. Perfect Foods, which also markets a line of refrigerated bars, saw growth in line with the category, notching up 2.2% to $117 million.

The refrigerated snacks segment in particular is booming as of late. Earlier this month, Toronto-based refrigerated bar startup Happy Wolf expanded its U.S. retail presence with a new launch in Whole Foods and Drumroll Snacks closed a $3 million seed round that will fuel the growth of its refrigerated donuts.

According to Thompson, MUSH has “very stringent guardrails” around the ingredients it will and will not use when identifying product development opportunities in adjacent categories. She says the brand will never use refined sugar, artificial flavors or colors, or preservatives.

“Because we exist in such a busy world, all of our products are also designed to be convenient, so there isn’t a trade off between health and convenience. We want the best ingredients in the most convenient format, and that’s how we stay true to the brand,” she said.

That approach to product development appears to be paying off. MUSH’s internal data shows that 90% of consumers who are buying the new kids pouches and protein bars have never tried the brand’s core product.

“We’re getting that amplification and reach with the brand, so now it’s [about] continuing to refine and hone in on our brand’s message and key promise. That will be our key to success in 2025 and beyond,” said Thompson.