Throughout his entrepreneurial journey, Schwarzenegger has consistently emphasized his knack for spotting consumer trends early on. He was an initial investor in brands like Liquid I.V., a mix for electrolyte drinks; Poppi, a modern soda promoting gut health; and Super Coffee, a healthier alternative to sugary coffee drinks that boasts higher protein content. “My investment thesis is straightforward: is it the better-for-you version of what’s currently available?” Schwarzenegger stated in an email response to inquiries.
All of these brands, including MOSH, share a commonality: they respond to a consumer trend in the food and beverage sector that emphasizes positive health, as highlighted in a 2023 consumer trends report by Innova Market Insights. For years, Shriver has been recognized as a strong advocate for Alzheimer’s awareness, spurred by her father’s battle with the illness. Interest in gut health has surged since the onset of the pandemic, with an increased demand for products that claim to enhance immunity and overall metabolism.
MOSH offers a range of protein bars infused with adaptogens and nutrients linked to brain health, including a calcium citrate with vitamin D combination. The protein bars are available in flavors such as peanut butter, dark chocolate, peanut butter chocolate, cookie dough, blueberry almond, lemon white chocolate, and cookies and cream. Notable functional ingredients promoted by the company include ashwagandha, lion’s mane mushroom, collagen, vitamins B12 and D3, omega-3 fatty acids, and the calcium citrate with vitamin D combination, all of which are said to support brain health.
The brand has experienced significant demand, and the market is just beginning to heat up; by 2030, global revenue from brain supplements is projected to reach $15.9 billion. The next phase of growth for the company involves expanding into retail through a combination of direct store delivery and warehousing, with plans to launch retail operations in Southern California. “More and more consumers recognize that they have the power to make decisions today that will influence their brain health tomorrow,” Schwarzenegger explained, underscoring why the company views this sector as a tremendous opportunity. “Customers are no longer content with just food that tastes good or offers nutritional value. They are seeking more from their food and beverages now. That’s exactly what we are delivering at MOSH.” To date, MOSH has achieved $10 million in sales through its exclusively direct-to-consumer model.