MUSH Joins One of the Most Powerful Launchpads in CPG: Starbucks

Starbucks has quietly become a CPG growth accelerator.

It started around 2009 when KIND got into their grab-and-go case, one of the first better-for-you snack brands to crack that channel. Daniel Lubetzky talks about how this placement helped change the trajectory of the company. That's it. followed, making it through Starbucks' rigorous vetting process and coming out the other side with distribution that accelerated the brand's growth.

Those placements are never just placements. They build trust. When a customer sees a brand sitting in the Starbucks case as they order their fave morning coffee, they think: "If Starbucks carries it, it must be good." What's incredible is how that trust carries into everrrry other channel they encounter the brand.

MUSH is the latest. Their Chocolate Peanut Butter Protein Overnight Oats are now in the refrigerated grab-and-go case at most US locations, alongside coming expansions into 7-Eleven and Target.

If you don't know the MUSH story:

Founder/CEO Ashley Thompson grew up soaking oatmeal and milk in her cereal, and her dad would ask "what's in your mush this morning?" Years later, working at Goldman Sachs and hunting for a real breakfast, that memory turned into a business.

She quit in 2015, started selling overnight oats at a San Diego farmers market, landed in Whole Foods, went on Shark Tank, and got a deal with Mark Cuban. Today MUSH is in 36,000+ retail doors and crossed $100M in retail sales last year.

Barrel started working with MUSH during another exciting time in their journey, re-launching their site to debut protein bars. It's been fun to be along and watch them grow. More on that here if you're curious: https://lnkd.in/eTAiJeYN

Congrats to Ashley, Lucy, and the rest of the team.