USA | MUSH, the category-defining brand behind ready-to-eat overnight oats, announced a major retail expansion with new distribution.
MUSH is available at most Starbucks locations, with 7-Eleven stores rolling out later this month and new protein-focused innovations launching at Target in May. The expansion marked a significant milestone for the fast-growing brand.
Since its founding in 2015, MUSH has sold more than 200 million cups of overnight oats and achieved retail sales of over USD 100 million in 2025. With this latest growth, MUSH products are now available in more than 36,000 retail locations, reinforcing the brand's leadership in the fast-growing refrigerated breakfast and snack category.
The growth comes as consumer demand for protein-forward foods continues to accelerate. According to recent industry research, 61 percent of Americans increased their protein intake in 2024, up from 48 percent in 2019, as shoppers increasingly prioritise protein for energy, satiety, and overall wellness.
MUSH is meeting that demand with clean, convenient, and nutrient-dense products made from real ingredients. Its refrigerated protein overnight oats deliver 15 grams of protein and up to 7 grams of fibre, offering a satiating, ready-to-eat option for busy consumers.
All MUSH products are gluten-free, non-GMO, and made without artificial additives or preservatives.
As part of the rollout, Starbucks will feature MUSH Chocolate Peanut Butter Protein Overnight Oats in its refrigerated grab-and-go cases in most locations. MUSH's launch in 7-Eleven further expands the brand into the convenience channel, meeting consumers where they are with healthier, accessible options.
At Target, MUSH will introduce new protein-forward innovations beginning in May, including refrigerated protein bars delivering 15g of protein in an easily portable format, extending the brand's presence across breakfast, snack, and on-the-go occasions.
MUSH was founded by CEO and Co-Founder Ashley Thompson, who began making overnight oats in search of a simple, nutritious breakfast to fuel her busy lifestyle. What started as a homemade recipe sold at a San Diego farmers market quickly gained a loyal following for its clean ingredients and convenient format, inspiring Thompson to turn the idea into a scalable business.
"On the heels of our 10-year anniversary, it's exciting to see MUSH available in tens of thousands of stores nationwide," said Ashley Thompson, CEO & Co-Founder of MUSH.
"Our new retail partnerships mark a major step forward in making clean, ready-to-eat nutrition more accessible than ever."
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