Maria Shriver’s, Patrick Schwarzenegger’s MOSH noshes on $3M for retail expansion


MOSH, Maria Shriver, Patrick Schwarzenegger, brain, protein bar
Image Credits: MOSH

MOSH, a brain health brand started by Maria Shriver and Patrick Schwarzenegger, took in its first institutional capital of $3 million in Series A financing to accelerate its retail distribution strategy.

The round was led by clients of MSA Advisors, LLC (Main Street Advisors) and a group of investors, including Joyance Ventures, The Lab Capital Advisors, Verso Capital and Entrepreneur Ventures.

Shriver and Schwarzenegger, her son, started the nutrition company MOSH in 2021 to produce protein bars crafted in partnership with brain health doctors. They are leveraging a global brain health supplements market that is expected to be around $16 billion by 2030.

In fact, the company came about from the pair sharing a house together during the global pandemic, Schwarzenegger told TechCrunch.

“We launched this almost two years ago, self-financed the company and we really didn’t know what would come of it,” he said. “Brain and body health are something my mom has been speaking about for so long, however, we really didn’t know if customers would be interested in it.”

Well, they were: In two years the company has amassed more than 100,000 customers and sold approximately $10 million worth of protein bars.

MOSH, Maria Shriver, Patrick Schwarzenegger, brain, protein bar
MOSH co-founders Maria Shriver and Patrick Schwarzenegger. Image Credits: MOSH

The bars are currently $35 for a pack of 12, according to the website, and come in flavors like Cookie Dough Crunch, Blueberry Almond Crunch and Peanut Butter Crunch. Brain-healthy ingredients include Lion’s Mane (a mushroom known to stimulate brain cell growth), Ashwagandha (commonly used for stress), collagen and Vitamins B12 and D3.

“It’s been really fascinating to watch MOSH grow,” Schwarzenegger added. “When we launched it, there was just so much demand. We continued to grow, bringing in some friends and family, hiring our first employee and then grew to two and three employees — it’s really just been wildly successful. We sold out twice which was both a blessing and a curse.”

Currently, MOSH sells direct-to-consumer, however, with this infusion of capital, the company intends to invest in retail with plans to go into more than 1,800 stores by next year, he said.

In addition, the company will launch some different product lines. Schwarzenegger declined to go into specifics; however, he did tease that a new product is launching at the end of September.

Meanwhile, the company wasn’t necessarily seeking out capital when it took the Series A, said Schwarzenegger, who himself has invested in consumer packaged goods companies, including Liquid I.V., Poppi and Super Coffee.

MOSH was well capitalized and “doing extremely well,” and getting some inbound interest from investors, even offering larger check sizes. That’s when he and Shriver agreed to take some funding.

“We just weren’t ready to grow that rapidly [as investors wanted],” Schwarzenegger said. “We want to get a foothold in retail and build out the team we need to go to retail next year. This will accelerate those learnings and help us continue to grow.”

Deal Dive: Forecasting rain on DTC’s Parade

More TechCrunch

Meta’s Oversight Board has now extended its scope to include the company’s newest platform, Instagram Threads, and has begun hearing cases from Threads.

Meta’s Oversight Board takes its first Threads case

The company says it’s refocusing and prioritizing fewer initiatives that will have the biggest impact on customers and add value to the business.

SeekOut, a recruiting startup last valued at $1.2 billion, lays off 30% of its workforce

The U.K.’s self-proclaimed “world-leading” regulations for self-driving cars are now official, after the Automated Vehicles (AV) Act received royal assent — the final rubber stamp any legislation must go through…

UK’s autonomous vehicle legislation becomes law, paving the way for first driverless cars by 2026

ChatGPT, OpenAI’s text-generating AI chatbot, has taken the world by storm. What started as a tool to hyper-charge productivity through writing essays and code with short text prompts has evolved…

ChatGPT: Everything you need to know about the AI-powered chatbot

SoLo Funds CEO Travis Holoway: “Regulators seem driven by press releases when they should be motivated by true consumer protection and empowering equitable solutions.”

Fintech lender SoLo Funds is being sued again by the government over its lending practices

Hard tech startups generate a lot of buzz, but there’s a growing cohort of companies building digital tools squarely focused on making hard tech development faster, more efficient and —…

Rollup wants to be the hardware engineer’s workhorse

TechCrunch Disrupt 2024 is not just about groundbreaking innovations, insightful panels, and visionary speakers — it’s also about listening to YOU, the audience, and what you feel is top of…

Disrupt Audience Choice vote closes Friday

Google says the new SDK would help Google expand on its core mission of connecting the right audience to the right content at the right time.

Google is launching a new Android feature to drive users back into their installed apps

Jolla has taken the official wraps off the first version of its personal server-based AI assistant in the making. The reborn startup is building a privacy-focused AI device — aka…

Jolla debuts privacy-focused AI hardware

OpenAI is removing one of the voices used by ChatGPT after users found that it sounded similar to Scarlett Johansson, the company announced on Monday. The voice, called Sky, is…

OpenAI to remove ChatGPT’s Scarlett Johansson-like voice

The ChatGPT mobile app’s net revenue first jumped 22% on the day of the GPT-4o launch and continued to grow in the following days.

ChatGPT’s mobile app revenue saw its biggest spike yet following GPT-4o launch

Dating app maker Bumble has acquired Geneva, an online platform built around forming real-world groups and clubs. The company said that the deal is designed to help it expand its…

Bumble buys community building app Geneva to expand further into friendships

CyberArk — one of the army of larger security companies founded out of Israel — is acquiring Venafi, a specialist in machine identity, for $1.54 billion. 

CyberArk snaps up Venafi for $1.54B to ramp up in machine-to-machine security

Founder-market fit is one of the most crucial factors in a startup’s success, and operators (someone involved in the day-to-day operations of a startup) turned founders have an almost unfair advantage…

OpenseedVC, which backs operators in Africa and Europe starting their companies, reaches first close of $10M fund

A Singapore High Court has effectively approved Pine Labs’ request to shift its operations to India.

Pine Labs gets Singapore court approval to shift base to India

The AI Safety Institute, a U.K. body that aims to assess and address risks in AI platforms, has said it will open a second location in San Francisco. 

UK opens office in San Francisco to tackle AI risk

Companies are always looking for an edge, and searching for ways to encourage their employees to innovate. One way to do that is by running an internal hackathon around a…

Why companies are turning to internal hackathons

Featured Article

I’m rooting for Melinda French Gates to fix tech’s broken ‘brilliant jerk’ culture

Women in tech still face a shocking level of mistreatment at work. Melinda French Gates is one of the few working to change that.

1 day ago
I’m rooting for Melinda French Gates to fix tech’s  broken ‘brilliant jerk’ culture

Blue Origin has successfully completed its NS-25 mission, resuming crewed flights for the first time in nearly two years. The mission brought six tourist crew members to the edge of…

Blue Origin successfully launches its first crewed mission since 2022

Creative Artists Agency (CAA), one of the top entertainment and sports talent agencies, is hoping to be at the forefront of AI protection services for celebrities in Hollywood. With many…

Hollywood agency CAA aims to help stars manage their own AI likenesses

Expedia says Rathi Murthy and Sreenivas Rachamadugu, respectively its CTO and senior vice president of core services product & engineering, are no longer employed at the travel booking company. In…

Expedia says two execs dismissed after ‘violation of company policy’

Welcome back to TechCrunch’s Week in Review. This week had two major events from OpenAI and Google. OpenAI’s spring update event saw the reveal of its new model, GPT-4o, which…

OpenAI and Google lay out their competing AI visions

When Jeffrey Wang posted to X asking if anyone wanted to go in on an order of fancy-but-affordable office nap pods, he didn’t expect the post to go viral.

With AI startups booming, nap pods and Silicon Valley hustle culture are back

OpenAI’s Superalignment team, responsible for developing ways to govern and steer “superintelligent” AI systems, was promised 20% of the company’s compute resources, according to a person from that team. But…

OpenAI created a team to control ‘superintelligent’ AI — then let it wither, source says

A new crop of early-stage startups — along with some recent VC investments — illustrates a niche emerging in the autonomous vehicle technology sector. Unlike the companies bringing robotaxis to…

VCs and the military are fueling self-driving startups that don’t need roads

When the founders of Sagetap, Sahil Khanna and Kevin Hughes, started working at early-stage enterprise software startups, they were surprised to find that the companies they worked at were trying…

Deal Dive: Sagetap looks to bring enterprise software sales into the 21st century

Keeping up with an industry as fast-moving as AI is a tall order. So until an AI can do it for you, here’s a handy roundup of recent stories in the world…

This Week in AI: OpenAI moves away from safety

After Apple loosened its App Store guidelines to permit game emulators, the retro game emulator Delta — an app 10 years in the making — hit the top of the…

Adobe comes after indie game emulator Delta for copying its logo

Meta is once again taking on its competitors by developing a feature that borrows concepts from others — in this case, BeReal and Snapchat. The company is developing a feature…

Meta’s latest experiment borrows from BeReal’s and Snapchat’s core ideas

Welcome to Startups Weekly! We’ve been drowning in AI news this week, with Google’s I/O setting the pace. And Elon Musk rages against the machine.

Startups Weekly: It’s the dawning of the age of AI — plus,  Musk is raging against the machine