Cognitive support is hitting the snack aisle.
What’s happening: Brain health-supporting nutrition bar maker MOSH secured $13M to scale nationwide.
Smart snacks. Founded by Maria Shriver and Patrick Schwarzenegger, MOSH taps ingredients like citicoline, lion’s mane mushroom, and ashwagandha for nootropic and neuroprotective benefits.
Serving “proactive preventers,” it has tripled distribution with 2K+ doors, including entry into Target. Meeting dual-function demand, MOSH broadened its offering with high protein and creatine-infused bars.
Brain-powered. Facing mental fatigue and burnout, cognitive wellness is top of mind, propelling the brain health supplement category to $6.8B by 2030. Adapting to new rituals, brands are embedding brain-boosting ingredients into accessible formats for everyday support.
The incumbent, MOSH rival IQBAR expanded to adaptogen-infused bites. Infusing nootropics, Neutonic secured $6M for its focus-fueling energy drink, while Grüns launched mushroom-based gummies Reaching new users, Bel Group acquired Brainiac and Little Brainiac, a range of squeeze packs for early cognitive development.
Punchline: As brain health goes mainstream and consumers optimize every bite, brands are betting on functional ingredients to fortify daily snacking.
