Stars + Honey Expands Retail Footprint with Costco Debut as First Club Channel
Stars + Honey, the fast-growing premium snack company recognized for its indulgent, dessert-inspired collagen protein bars, has reached another significant milestone in its national retail expansion by entering Costco for the first time. The move represents the brand’s debut in the warehouse club channel and comes shortly after its successful rollout in Target stores nationwide, reinforcing the company’s accelerating growth strategy and increasing presence across major retail outlets.
The expansion into Costco provides Stars + Honey with access to one of the largest membership-based retail networks in the United States, allowing the company to introduce its high-protein snack offerings to a broader audience of health-conscious consumers seeking convenient, nutritious products at value-oriented prices.
Initially, Stars + Honey collagen protein bars are available in more than 40 Costco warehouse locations throughout the Pacific Northwest, including stores in Idaho, Montana, Oregon, Utah, and Washington. In addition to in-store availability, consumers in select markets can purchase the products through Costco.com, extending access beyond physical club locations.
The Costco launch features a specially designed 12-count variety pack priced at $19.99. The exclusive assortment includes two of the brand’s signature flavors—Cherry Chocolate Waffle Cone and Cacao Salt Caramel Peanut—both designed to capture the indulgent taste of popular desserts while delivering functional nutritional benefits.
To further enhance convenience, Stars + Honey bars are also available through Costco’s same-day delivery service, powered by Instacart, enabling customers in participating regions to order the products online and receive them without visiting a warehouse location.
Expanding Consumer Access Through Strategic Retail Growth
The Costco partnership represents another important step in Stars + Honey’s broader retail expansion strategy. As consumer demand for protein-rich snacks continues to rise, the company is positioning itself across multiple retail channels to reach shoppers wherever they prefer to buy groceries and wellness products.
Following its recent nationwide launch in Target stores, the addition of Costco significantly broadens the brand’s distribution network. Entering the warehouse club format also allows Stars + Honey to introduce larger pack sizes that appeal to families, fitness enthusiasts, and consumers looking to stock up on healthier snack options.
Warehouse club shoppers are known for seeking premium products that combine quality, value, and convenience. By offering a specially curated multi-pack, Stars + Honey aims to deliver an attractive proposition for Costco members while increasing household penetration for its growing product portfolio.
Dessert-Inspired Nutrition
Stars + Honey has differentiated itself within the increasingly competitive protein snack market by creating bars that resemble popular desserts while maintaining a nutrition-focused ingredient profile.
Rather than offering traditional protein bar flavors, the company has built its reputation around chef-crafted recipes that recreate familiar dessert experiences. The Costco assortment showcases this approach through flavors such as Cherry Chocolate Waffle Cone, which combines fruity sweetness with rich chocolate notes, and Cacao Salt Caramel Peanut, featuring a blend of chocolate, caramel, peanut, and sea salt flavors.
The company currently offers 18 dessert-inspired varieties developed in-house by its culinary team, with additional flavor innovations expected as the brand continues expanding its product lineup.
This emphasis on taste is central to the company’s mission of making nutritious snacks more enjoyable without requiring consumers to compromise on flavor.
Manufactured in a Dedicated Production Facility
Stars + Honey manufactures its products at its dedicated production facility located outside Detroit, providing the company with greater control over product quality, innovation, and manufacturing capacity.
Operating its own production facility enables the brand to rapidly develop new flavors while maintaining consistent manufacturing standards as demand continues to increase.
The facility also positions the company to support growing retail partnerships, including national retailers and warehouse clubs, while preparing for future distribution expansion across additional markets.
Functional Nutrition Meets Clean Ingredients
Beyond their dessert-inspired flavors, Stars + Honey protein bars are formulated to deliver functional nutrition that appeals to today’s health-conscious consumers.
Each bar contains 15 grams of plant-based protein alongside bovine collagen peptides, creating a combination designed to support active lifestyles while providing a satisfying snack option throughout the day.
The products are also formulated without several ingredients many consumers actively seek to avoid. Stars + Honey bars are free from gluten, dairy, soy, seed oils, and sugar alcohols, making them suitable for a variety of dietary preferences and nutritional goals.
This clean-label approach reflects broader consumer trends favoring ingredient transparency and simplified formulations while maintaining enjoyable taste experiences.
As more consumers prioritize protein intake and functional foods, brands capable of balancing nutrition with indulgence are becoming increasingly attractive across the snack category.
Meeting Evolving Consumer Preferences
Demand for high-protein snacks has grown steadily in recent years as consumers seek foods that provide sustained energy, support wellness goals, and fit into busy lifestyles.
Protein bars have evolved beyond products targeted solely at athletes, becoming mainstream snack choices for professionals, students, parents, and families looking for convenient nutrition.
Stars + Honey’s strategy focuses on addressing a common challenge within the category: many consumers appreciate the nutritional benefits of protein bars but often find traditional products lacking in flavor or texture.
By combining dessert-inspired recipes with functional ingredients, the company aims to create products that consumers genuinely enjoy eating while still supporting their health objectives.
Leadership Highlights Costco Milestone
Jasmine Mobley, chief brand and commercial officer at Stars + Honey, described the Costco launch as an important achievement for the growing company.
According to Mobley, today’s consumers increasingly want products that help support their health and nutrition goals without sacrificing flavor, enjoyment, or ingredient quality.
She noted that Costco members consistently seek products delivering both exceptional quality and strong value, making the retailer a natural fit for the Stars + Honey brand.
Mobley also emphasized the company’s excitement about introducing more shoppers across the Pacific Northwest to protein bars designed to demonstrate that healthier eating does not require compromising on taste or premium ingredients.
Investment Supports National Expansion
The Costco rollout follows another major announcement for Stars + Honey earlier this month, when the company secured a growth equity investment led by VMG Partners.
The new funding is expected to accelerate the company’s next phase of expansion by supporting several strategic initiatives.
Investment proceeds will be used to expand manufacturing capacity, enabling the company to meet rising consumer demand as retail distribution grows. The capital will also fund continued product innovation, allowing Stars + Honey to introduce additional flavors and expand its product portfolio.
Additionally, the investment will help support broader national distribution efforts as the company strengthens relationships with existing retail partners and pursues new opportunities across multiple sales channels.
Strong Growth Momentum Continues
Stars + Honey enters its Costco partnership with considerable business momentum.
The company reports that it achieved approximately 300% growth during the previous year, highlighting the increasing popularity of its products among consumers seeking better-for-you snack alternatives.
Building on that rapid expansion, Stars + Honey is projecting revenue of approximately $50 million in 2026, reflecting continued gains in retail distribution, increasing consumer awareness, and expanding production capabilities.
With successful launches in Target stores nationwide, a new partnership with Costco across the Pacific Northwest, dedicated manufacturing operations, and fresh growth capital to support expansion, Stars + Honey is positioning itself as one of the emerging brands in the premium functional snack category.
As consumer interest in clean-label, high-protein foods continues to rise, the company appears well positioned to capitalize on evolving eating habits while delivering products that blend indulgent flavors with nutritional value, making healthier snacking more accessible to households across the United States.
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