MOSH Introduces Vegan Protein Bar Collection: ‘Brain Health Nutrition Should Be for Everyone’
Brain health brand MOSH introduced its vegan protein bar collection today, seeking to capture consumers who were previously excluded from the cognitive nutrition space due to dietary restrictions.
According to MOSH president and COO Jeff Gamsey, the idea for the new collection was sparked by feedback from the brand’s community, with numerous customers echoing the same request via emails, direct messages and customer service chats: “I’m dairy-free; when can I try [the brand]?”
The new plant-based lineup includes three flavors – Hazelnut Chocolate Chip, Peanut Chocolate Chip and Chocolate Chip Cookie – all of which feature the same cognitive benefits as MOSH’s flagship whey-based collection, including nootropic Cognizin Citicoline, lion’s mane, ashwagandha, omega-3s and Vitamins B12 and D3. Each bar is packed with 11 grams of protein from pea protein, roasted peanuts and a touch of almond protein.
“We landed on pea protein because it checks every box our community cares about: it tastes great, has a neutral flavor, easy digestion, soy- and gluten-free and a smaller environmental footprint,” Gamsey told Nosh via email.
He continued, “Pairing it with the nut proteins lets us shorten the ingredient deck without sacrificing texture or amino-acid quality, and the macros stayed right where loyal MOSH customers want them.”
The plant-based bar market – encompassing protein, granola and cereal bars – was valued at $2.73 billion in 2022 and is expected to grow at a CAGR of 14% between 2023 and 2030, per market researcher Grand View Research. Although the category is attracting a significant number of new entrants, MOSH is confident its taste will help it stand out.
“Most plant-based bars on the market focus heavily on being ‘healthy’ at the expense of taste. There’s a gap in truly indulgent, dessert-like options that don’t compromise on flavor. Our [new products] are positioned to fill that void,” said Gamsey.
Founded by mother-son duo Maria Shriver and Patrick Schwarzenegger in 2021, digitally native MOSH originated with a whey protein-based bar line that now includes Peanut Butter Chocolate Crunch, Peanut Butter Crunch, Lemon White Chocolate Crunch, Chocolate Brownie Crunch, Cookie Dough Crunch and Blueberry Almond Crunch flavors.
The brand began eyeing brick-and-mortar retail expansion in 2023, with the support of a $3 million funding round, and is now available in nearly 1,000 retail doors nationwide, including three Kroger divisions (Ralphs, King Soopers and Fred Meyer), Sprouts Farmers Market, Erewhon and Central Market.
The original line is scaling quickly, with first-quarter revenue up more than 100% year-over-year, per Gamsey. Additionally, MOSH recently posted three consecutive months of $1 million or more in sales for the first time.
The brand’s plant-based collection is slated to roll out in two waves. First, it will be available on the brand’s website and on Amazon and TikTok. Then, it will hit brick-and-mortar with an initial launch in Sprouts’ reset (Peanut Chocolate Chip and Chocolate Chip Cookie), with additional retailers to follow as fall planograms lock in.
Brick-and-mortar retail currently sits at the center of MOSH’s omnichannel strategy, as that’s where roughly 80% of protein bars are purchased, per Gamsey. One of the company’s primary goals looking ahead is to continue expanding its footprint while arming retailers with training, demos and shelf-level storytelling.
Around the “retail bullseye,” MOSH operates complementary channels that amplify its reach and education. Direct-to-consumer remains the brand’s content hub and highest-margin lane, while Amazon delivers national convenience and TikTok Shop fuels discovery with younger consumers.
“By meeting customers where they are, then reinforcing the brand across every touchpoint, we create a flywheel that drives trial in aisle, repeat online, and sustainable growth everywhere,” said Gamsey.
