MOSH, the brain health brand founded by Maria Shriver and her son Patrick Schwarzenegger, is heeding the calls from consumers for vegan options by introducing a trio of plant-based protein bars to its lineup.
The company’s foundational protein bar collection includes protein sourced from grass-fed whey and collagen. The latest additions to their lineup feature a unique blend of soy, pea, and pumpkin protein, complemented by fruity flavors. All MOSH bars are enriched with their distinctive brain-boosting combination of flaxseed, lion’s mane mushroom, vitamin B12, vitamin D3, and ashwagandha. Furthermore, a portion of sales contributes to Alzheimer’s research efforts.
“A lot of people have friends or family members who are plant-based,” said Mr. Schwarzenegger. “It’s obviously a large growing trend in the CPG category, specifically in the bar set, and it just allows us to cast a wider net with more individuals that we weren’t being able to hit with our grass-fed whey and collagen line. That was really the reasoning for it.”
In the realm of plant-based choices, MOSH offers delectable options such as banana bread and apple cinnamon oatmeal. These flavors draw inspiration from the indulgent breakfast experiences that are integral to many of the brand’s consumers’ daily routines, as noted by Mr. Schwarzenegger. Additionally, the peanut butter chocolate flavor, a favorite in the whey-based line, is available. Each serving boasts a remarkable 10 to 11 grams of protein, along with 7 to 8 grams of dietary fiber and just 1 gram of sugar.
Within the span of two years since its inception, MOSH has accumulated an impressive total of nearly $10 million in online sales.
“One of the reasons we launched direct-to-consumer is we really wanted to hear from customers, what they liked, what they didn’t like, what were the top reasons they purchased MOSH bars, why wouldn’t they come back, all these different things, and one of the most requested options was something plant-based and vegan,” Mr. Schwarzenegger said.
The company has recently secured $3 million in Series A funding to facilitate its nationwide retail expansion efforts. Presently, the brand’s products are available for purchase at Erewhon stores in Los Angeles.
“Our main goal is to take the product, get as much feedback as possible, build the team, build the strategy, and then next year go and execute,” Mr. Schwarzenegger said. “Right now, we’re in 9 stores. Next month we’re in 45 stores, and by the end of this year we’re in 50….
“We really want to build in our backyard, kind of an ‘inch deep, mile wide’ type of a thing, and really learn as much as we can before we put a bunch of fuel on the fire for retail.”
The new plant-based bars are available online exclusively at moshlife.com and on Amazon.com.
