Bethenny Frankel and MUSH launch mocha latte protein oats at Target

MUSH took its biggest swing yet at the breakfast aisle with a Bethenny Frankel co-branded Mocha Latte Protein Overnight Oats cup, rolling it out exclusively at most Target stores nationwide on May 18, 2026. The 5.5-ounce cup landed at $2.49, marked new on Target’s site, and hit the sweet spot the brand is clearly chasing: coffeehouse flavor, refrigerated convenience, and enough protein to make the cup feel like more than a snack.

That formula matters because it is aimed at a shopper who wants breakfast to do two jobs at once. The product delivers 15 grams of protein and 7 grams of fiber per serving, while Target describes it as gluten free and non-GMO. MUSH’s flavor build leans hard into morning indulgence without drifting into dessert territory, blending bold coffee, rich cocoa, creamy almond milk, clean milk protein, rolled oats, and naturally sweet dates. It is a smart read on how protein is selling right now: not as a gym product, but as a practical, slightly premium breakfast habit.

Frankel’s involvement gives the launch extra retail weight. Celebrity-backed food products are everywhere, but this one is not trying to be a vanity label or a novelty SKU. MUSH is using Frankel to make a refrigerated oat cup feel more personal and more discoverable in mass retail, especially for shoppers who already know her as a blunt, ingredient-conscious operator. Target exclusivity helps too. In a crowded dairy case and grab-and-go set, an exclusive flavor gives the chain a reason to feature the item and gives MUSH a cleaner story than a standard broad rollout.

The launch also fits a much bigger scale-up. In April 2026, MUSH said it had sold more than 200 million cups of overnight oats and had reached more than 36,000 retail locations nationwide, a dramatic jump from earlier 2025 coverage that placed the brand in nearly 12,000 U.S. stores. Founded in 2015 by Ashley Thompson, MUSH has spent years turning a refrigerated breakfast concept into a mainstream grocery item, and the Bethenny Frankel partnership looks like the next step in that play. The company has also signaled protein-forward additions at Target, including refrigerated protein bars with 15 grams of protein, while expanding around the same period into Starbucks and 7-Eleven.

The real test is whether Mocha Latte can bring in new shoppers or simply give existing better-for-you buyers another flavor to rotate through. MUSH is betting that the answer is both, and that a protein breakfast works best when it tastes close to a café treat, not a compromise.