The protein bar industry is a booming market, and one brand that has been making waves is Stars + Honey. This relatively new player in the game has just secured a substantial $24 million investment from VMG Partners, a private equity firm known for its investments in big-name protein companies like Quest and Vega. This funding marks a significant milestone for Stars + Honey, which was founded in 2023 and has been gaining traction with its unique selling point: dessert-flavored protein bars that deliver collagen and a substantial 15 grams of protein per serving. The brand's core offering is its collagen protein bar, priced at $42 for a 10-pack, available in over 10 flavors, and sold directly to consumers via its website and Amazon. The bars are also formulated without dairy, sugar alcohols, or seed oils, appealing to health-conscious consumers.
What sets Stars + Honey apart is its focus on optimizing protein intake over the mid- to long-term rather than within each individual serving. This approach is a refreshing change in a category where function often comes at the expense of pleasure, as Daniel Rainey, the founder and CEO, explains. By prioritizing long-term habits, Stars + Honey aims to create products that people genuinely love and want to incorporate into their daily lives, as Rainey emphasizes. This strategy has already paid off, with the brand experiencing a remarkable 300% growth in 2025, targeting $50 million in revenue by 2026.
The investment from VMG Partners will enable Stars + Honey to drive new product development and enhance its manufacturing capabilities. McConnell Smith, a general partner at VMG, believes in the brand's potential, stating that Stars + Honey is a special company that speaks to an underserved consumer in the space. The deal also includes McConnell Smith joining the company's board of directors, further solidifying the partnership. The protein bar market is becoming increasingly competitive, with other emerging brands like David Protein and Khloud protein popcorn, owned by Peter Rahal and Khloe Kardashian, respectively, vying for a piece of the pie. However, Stars + Honey's unique approach and strong growth trajectory position it as a strong contender in this growing industry.
In my opinion, the protein bar market is an exciting space, and Stars + Honey's investment from VMG Partners highlights the industry's potential for innovation and growth. The brand's focus on taste, quality, and long-term protein optimization is a refreshing change and could be a game-changer in the market. As the protein space continues to expand, it will be fascinating to see how Stars + Honey leverages its investment to solidify its position and capture a significant market share.
