Protein bars are finding their niche.
The latest: Stars + Honey secured $24M from VMG Partners as the collagen protein bar brand eyes national expansion and ~$50M in revenue this year.
Beauty bites. Founded in 2023, Stars + Honey packs collagen peptides and 15g of protein into bars, supporting hair, skin, nails, and joint health. Positioning protein as a treat, Stars + Honey packages beauty-boosting formulas with dessert-inspired flavors.
Growing 300% last year, the company invested in a new 60K-sq-ft manufacturing facility to fuel retail expansion and product development, betting on a collagen protein bar market projected to more than double to $3.9B by 2034.
Beyond bars. As protein goes mainstream, ingredient-led, lifestyle-driven brands are pushing the category beyond whey-based performance bars.
Going big, David raised $75M to build an ultra-high protein portfolio of bars, fish, and ice cream, while Built Brands is reportedly exploring a $1B+ sale for its collagen- and whey-infused blends.
Innovating, Equip launched a real-food collagen bar, Prima is gaining traction with beef tallow, and JiMMYBAR! recently debuted a creatine-collagen bar.
Looking ahead: No longer just an ingredient, protein is becoming a platform. As adoption broadens beyond athletes, the next generation of brands will differentiate through ingredients, use cases, and identity.
