MUSH launches protein bars at Whole Foods

The Drop: Ready-to-eat breakfast brand MUSH just entered the protein bar space with three flavors: Double Chocolate Chip, Maple Cinnamon, and Peanut Butter Chocolate Chip.

After disrupting the breakfast category with its overnight oats (and scoring a deal with Mark Cuban on Shark Tank), MUSH is bringing its clean-eating philosophy to protein bars.

MUSH’s Double Chocolate Chip protein bar.

What’s inside: Each bar delivers 15g of non-GMO milk protein and prebiotic fiber, without refined sugars, artificial sweeteners, or seed oils. Find them in the refrigerated section at Whole Foods, where they stay fresh without preservatives. At 270 calories, they work as a light meal or substantial snack.

The three launch flavors are:

• Double Chocolate Chip: Real cocoa powder meets chewy dates and oats, with a subtle coffee kick that adds depth to the rich, decadent texture.
• Maple Cinnamon: Real maple syrup and a hint of sea salt make this taste like your favorite bowl of cinnamon oatmeal, just portable and protein-packed.
• Peanut Butter Chocolate Chip: Creamy peanut butter and real chocolate chips blend with vanilla and dates for a satisfying, not-too-sweet profile that works pre-workout or as an afternoon pick-me-up.

Behind MUSH: Ashley Thompson left her Goldman Sachs trading desk in 2015 with a mission to make healthy food more convenient. Inspired by her sister’s Type 1 diabetes and her own breakfast hack of milk-soaked oats, she started selling MUSH at San Diego farmers markets.

Fellow Goldman analyst Kat Thomas joined as co-founder, and since then MUSH has grown from farmers market favorite to overnight oats category leader.

Where to buy

The new MUSH protein bars are available exclusively at Whole Foods, found in the refrigerated section.