A challenger protein brand has gained a $24 million investment from VMG Partners.
Stars + Honey, which was founded in 2023 and is known for its dessert-flavored bars that deliver collagen and 15 grams of protein per serving, is joining the private equity firm’s portfolio of brands.
The infusion marks the first outside investment for Stars + Honey, which launched at the precipice of the ongoing protein boom, and projects $50 million in revenue in 2026. Terms of the deal were not disclosed.
“Protein has become ubiquitous, but too much of the category has taught consumers that function comes at the expense of pleasure,” said founder and chief executive officer Daniel Rainey, adding that Stars + Honey “seeks to optimize protein intake over the mid- to long-term, rather than within each individual serving. Looking forward to your protein-focused snack drives the long-term habits that yield the results consumers are seeking.”
Stars + Honey’s core offering is its collagen protein bar, which is priced at $42 for a 10-pack and comes in more than 10 flavors including Iced Lemon Cookie and Cherry Chocolate Waffle. Sold direct-to-consumer and via Amazon, the bars are under 200 calories and are formulated without dairy, sugar alcohols or seed oils.
