MUSH's Retail Blitz: Overnight Oats Brand Expands to 36,000 Stores, Tapping into Protein Craze

CHICAGO, IL – April 08, 2026 – MUSH, the brand that turned overnight oats into a grab-and-go staple, has announced a massive national expansion, placing its products in the refrigerated cases of Starbucks and 7-Eleven and launching new innovations in Target. This strategic push catapults the company’s presence to over 36,000 retail locations nationwide, marking a new chapter in its decade-long journey from a farmers market stand to a dominant force in the healthy snacking aisle.

Starting this month, customers can find MUSH’s popular ready-to-eat oats at most Starbucks locations, with a rollout across 7-Eleven stores to follow. In May, the brand will extend its portfolio at Target with the introduction of new refrigerated protein bars. The move signals a deliberate and aggressive strategy to capture a wider share of the on-the-go consumer, a market increasingly driven by convenience and nutritional content.

A Strategic Retail Blitz

The simultaneous expansion into three of the nation's largest and most diverse retail chains is a calculated move to meet consumers wherever they are. The partnership with Starbucks targets the morning coffee run, offering a healthy, protein-rich pairing. The entry into 7-Eleven captures the vast convenience store channel, providing a nutritious alternative to traditional snacks. Meanwhile, the expanded product line at Target aims to solidify MUSH as a staple in the weekly grocery cart.

This retail trifecta significantly accelerates the company's already impressive growth. After being founded in 2015, MUSH has sold more than 200 million cups of its signature oats and crossed the significant milestone of $100 million in retail sales in 2025—a substantial jump from its reported $70 million in sales in 2024. The brand's rapid ascent was previously highlighted when it was named Instacart's #1 Fastest-Growing Emerging Brand in 2023, signaling strong consumer demand that paved the way for this current expansion.

Behind the scenes, this growth is supported by a robust financial strategy. The company has raised at least $27.2 million in funding, with an early, high-profile investment from Mark Cuban following a successful appearance on Shark Tank. This capital has fueled the brand's ability to scale production and secure the shelf space necessary to compete with established consumer packaged goods (CPG) giants.

Fueling the Protein Imperative

MUSH’s expansion is perfectly timed to capitalize on one of the most powerful trends shaping the food industry: the consumer demand for protein. According to industry research, 61% of Americans reported actively increasing their protein intake in 2024. Consumers are increasingly seeking out protein for its benefits in satiety, energy, and overall wellness, and they are willing to pay for convenient formats.

The brand's product development is directly aligned with this trend. Its refrigerated protein overnight oats deliver a substantial 15 grams of protein and up to 7 grams of fiber per serving, while the forthcoming refrigerated protein bars will also offer 15 grams of protein. This focus on nutrient density is paired with a commitment to a “clean label,” a non-negotiable for a growing segment of shoppers. All MUSH products are gluten-free, non-GMO, and made without artificial additives or preservatives, hitting a sweet spot for health-conscious consumers.

This strategy places MUSH at the forefront of the functional foods “megatrend,” where food is viewed not just as sustenance but as a tool for achieving health goals. The global healthy snacks market was estimated at over $108 billion in 2025 and continues to show explosive growth, particularly in North America. By offering products that are both convenient and functionally nutritious, MUSH is positioning itself as an essential player in this booming market.

From Farmers Market to National Footprint

The story of MUSH is a classic entrepreneurial tale for the modern wellness era. It began in 2015 when CEO and Co-Founder Ashley Thompson, looking for a simple and nutritious breakfast to fuel her own busy life, started making overnight oats. What started as a personal solution quickly turned into a local sensation at a San Diego farmers market, where customers were drawn to the clean ingredients and convenient, ready-to-eat format.

This grassroots enthusiasm inspired Thompson to scale the business. The journey from a local market to 3,500 stores by 2019, and now to over 36,000, illustrates a keen understanding of product-market fit and disciplined execution. A pivotal decision in 2020 saw the company scale back its direct-to-consumer e-commerce to focus on mastering physical retail—a move that paid dividends by strengthening its supply chain and retail partnerships.

"On the heels of our 10-year anniversary, it's exciting to see MUSH available in tens of thousands of stores nationwide," said Ashley Thompson in a recent statement. "Our new retail partnerships mark a major step forward in making clean, ready-to-eat nutrition more accessible than ever."

Navigating a Competitive Snack Landscape

MUSH is not expanding into a void. The market for healthy, convenient snacks is intensely competitive. In the overnight oats space, it vies for attention with established brands like Quaker and General Mills, as well as other clean-label darlings like Purely Elizabeth. The new protein bars will go head-to-head with refrigerated incumbents like Perfect Bar and a crowded field of shelf-stable options from brands like RXBAR and Quest.

However, MUSH has cultivated a distinct identity. Its core differentiator remains its fresh, refrigerated, and truly ready-to-eat format, which requires no preparation, mixing, or additional ingredients. While competitors may offer oat mixes or bars with similar nutritional profiles, MUSH's emphasis on a simple, whole-food ingredient list in a spoon-ready cup has created a loyal following. By expanding its reach into new channels and formats, the company is betting that its unique value proposition of effortless, clean eating can capture an even larger share of the American diet.