MUSH Fuels National Expansion with New Protein Innovations and Retail Partnerships
MUSH, a leading name in the ready-to-eat overnight oats market, is lighting up the national scene with an ambitious expansion initiative. The brand, which prides itself on creating nutritious and convenient food options, has surpassed the impressive milestone of selling over 200 million cups of its products since its inception in 2015. The retail landscape is about to change as MUSH embarks on a new phase, becoming available in many national chains including Starbucks and 7-Eleven, alongside introducing innovative protein-focused offerings set to launch at Target in May.
Beginning immediately, customers can find MUSH at the majority of Starbucks locations across the country. The popular Chocolate Peanut Butter Protein Overnight Oats will be prominently featured in their grab-and-go refrigerated sections, catering to the busy lives of consumers looking for healthy breakfast options. Following this, the 7-Eleven rollout will further solidify MUSH's presence in the convenience-food sector, allowing shoppers to easily access nutritious meals on the go.
In 2025, MUSH's retail sales exceeded $100 million, signifying the brand's rapid growth and the rising consumer demand for protein-rich foods. Research shows that more than half of Americans increased their protein intake in 2024 compared to previous years, reflecting a shift towards prioritizing health and wellness through dietary choices. MUSH is poised to meet these evolving needs with its clean-label products, offering 15 grams of protein and up to 7 grams of fiber in their refrigerated overnight oats. These products are not only convenient but also free from gluten, GMO ingredients, and artificial additives, making them suitable for a wide range of dietary preferences.
As part of the expansion, new product lines will be rolled out at Target starting next month, including portable refrigeration protein bars that provide 15 grams of protein. These innovations will help the brand extend its reach beyond just breakfast, catering to snacks and on-the-go meal solutions.
Ashley Thompson, CEO and co-founder of MUSH, expressed excitement over the brand's growth trajectory. "On the heels of our 10-year anniversary, it's thrilling to see MUSH available in tens of thousands of stores across the nation," she stated. "Our new retail partnerships represent a significant step in making clean, ready-to-eat nutrition more accessible than ever before." Since launching from a San Diego farmers market with a homemade recipe, MUSH has transformed into a nationally acclaimed brand, appearing in major retailers such as Whole Foods Market, Wegmans, Costco, and Walmart.
MUSH continues its mission to streamline healthy eating, providing busy individuals with no-prep, nutrient-dense meals that are conveniently stored in the fridge. By removing barriers to healthy choices, MUSH aims to inspire consumers to prioritize nutrition, without compromising on taste or convenience.
As the trend toward healthier eating continues to grow, MUSH is not just responding, but leading the charge with its innovative products that reflect modern consumer values. For more details on their offerings, visit their website at eatmush.com or follow them on Instagram @mush.
Beginning immediately, customers can find MUSH at the majority of Starbucks locations across the country. The popular Chocolate Peanut Butter Protein Overnight Oats will be prominently featured in their grab-and-go refrigerated sections, catering to the busy lives of consumers looking for healthy breakfast options. Following this, the 7-Eleven rollout will further solidify MUSH's presence in the convenience-food sector, allowing shoppers to easily access nutritious meals on the go.
In 2025, MUSH's retail sales exceeded $100 million, signifying the brand's rapid growth and the rising consumer demand for protein-rich foods. Research shows that more than half of Americans increased their protein intake in 2024 compared to previous years, reflecting a shift towards prioritizing health and wellness through dietary choices. MUSH is poised to meet these evolving needs with its clean-label products, offering 15 grams of protein and up to 7 grams of fiber in their refrigerated overnight oats. These products are not only convenient but also free from gluten, GMO ingredients, and artificial additives, making them suitable for a wide range of dietary preferences.
As part of the expansion, new product lines will be rolled out at Target starting next month, including portable refrigeration protein bars that provide 15 grams of protein. These innovations will help the brand extend its reach beyond just breakfast, catering to snacks and on-the-go meal solutions.
Ashley Thompson, CEO and co-founder of MUSH, expressed excitement over the brand's growth trajectory. "On the heels of our 10-year anniversary, it's thrilling to see MUSH available in tens of thousands of stores across the nation," she stated. "Our new retail partnerships represent a significant step in making clean, ready-to-eat nutrition more accessible than ever before." Since launching from a San Diego farmers market with a homemade recipe, MUSH has transformed into a nationally acclaimed brand, appearing in major retailers such as Whole Foods Market, Wegmans, Costco, and Walmart.
MUSH continues its mission to streamline healthy eating, providing busy individuals with no-prep, nutrient-dense meals that are conveniently stored in the fridge. By removing barriers to healthy choices, MUSH aims to inspire consumers to prioritize nutrition, without compromising on taste or convenience.
As the trend toward healthier eating continues to grow, MUSH is not just responding, but leading the charge with its innovative products that reflect modern consumer values. For more details on their offerings, visit their website at eatmush.com or follow them on Instagram @mush.
Topics Consumer Products & Retail）
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