MOSH raises $13 million, launches high-protein bar for brain health growth

MOSH is trying to turn brain health into a grocery shelf advantage. The company paired its $13 million Series A with the launch of MOSH High Protein, a new bar built around 20 grams of protein, creatine and the brand’s Signature Brain Blend, a combination that pushes the line deeper into the same performance-driven pantry where protein bars, wellness snacks and functional food all compete for attention.

Main Street Advisors led the round, with participation from Great Circle Ventures, Rogers Healy and Morrison Seger, PCG and Tonic Ventures. MOSH said the financing will support an upcoming nationwide Target rollout and broader national grocery expansion, as the company leans on a pitch that is less sports-snack and more brain-health nutrition. MOSH said it has already crossed 2,000-plus U.S. retail doors and expects its retail channel to triple in 2026, helped by faster velocities at existing accounts, expanded facings and the Target launch.

The strategic bet is straightforward: if protein has become the default language of functional snacking, MOSH wants to layer cognition onto it. The new bar is aimed at shoppers who want something portable but purposeful, with creatine signaling a direct appeal to consumers thinking about muscle, focus and everyday energy at the same time. That makes the product feel timely, but it also places MOSH in a crowded premium wellness lane where brands increasingly stack ingredients to widen their promise rather than narrow it.

The company has been building toward that positioning for years. MOSH said it was founded in 2021 by Maria Shriver and Patrick Schwarzenegger, and Shriver has described the brand as coming out of her experience caregiving for her father, Sargent Shriver, who struggled with Alzheimer’s disease. MOSH says its mission is to inspire brain-health habits, and it says every bar sold directs a portion of proceeds to Alzheimer’s research and women’s brain health. To date, MOSH says it has raised more than $400,000 and funded three research grants.

MOSH also spent 2024 reshaping the business for retail. The company described its June 2024 rebrand as a year-long effort to make the product more retail-ready and improve taste, texture and packaging, while its bars now feature an advanced formulation built around Cognizin citicoline. That evolution matters because MOSH is no longer selling only a founder story. It is trying to prove that brain health can be a scalable CPG platform, not just a mission-led niche.

The company’s pace has accelerated quickly. Forbes reported in August 2023 that MOSH had sold nearly $10 million direct-to-consumer before its first retail expansion, after a prior $3 million Series A led by Main Street Advisors. Now, with new capital and a higher-protein bar in hand, MOSH is betting that brain-health branding can survive contact with mainstream grocery and still justify the shelf space.