Rogue, a Los Angeles-based protein snack startup, has raised $2.5 million in pre-seed funding and secured a nationwide retail launch in 2,800 Walmart stores. The company said the financing will support its push into physical retail while also expanding its online sales strategy across platforms such as TikTok Shop and Amazon. The round was led by Science Inc., with participation from Uncommon VC, Simple Food Ventures, and other strategic investors.
Walmart Rollout Gives Rogue National Reach
The Walmart launch is scheduled for July and will place Rogue products in the retailer’s protein and sports nutrition aisle. The initial rollout will include four product SKUs, including a Churro flavor that will be exclusive to Walmart. Rogue also began selling online in early May, giving the brand a dual-channel launch across national retail and digital commerce.
Built Around Protein, Flavor, and Gut Health
Rogue is entering the fast-growing protein snack category with chips and puffs designed to combine high protein content, bold seasoning, and active probiotics. The company says its products are made without seed oils or artificial ingredients, positioning the brand for consumers who want functional snacks without giving up taste. Its pitch centers on addressing a common tradeoff in the category, where protein-focused products are often criticized for weak flavor or overly processed ingredient lists.
Science Inc. Brings Consumer Brand Experience
The company was developed in-house by Science Inc., the venture studio associated with consumer brands including Dollar Shave Club, Liquid Death, and Final Boss Sour. Rogue marks Science Inc.’s first move into the high-protein snack market, a category the company believes is being reshaped by demand for convenient, performance-oriented foods. Science Inc. general partner Michael Jones said the brand was designed to combine national retail scale with digital-first marketing rather than relying only on traditional shelf placement.
Creator-Led Commerce Strategy
In addition to its Walmart launch, Rogue is building a creator-driven sales model aimed at health, wellness, and fitness audiences. The company has assembled a network of creators to promote the brand, generate awareness, and support direct purchases through digital platforms. That approach reflects a broader shift in food and beverage marketing, where emerging brands increasingly use social commerce to build demand before and alongside major retail distribution.
Funding to Support Expansion
The new capital will be used for inventory production tied to the Walmart launch, creator and affiliate partnerships, operational hiring, and preparation for broader wholesale distribution. The company is entering a protein-forward snack market that it says is projected to reach about $1.8 billion in 2025 and grow at an annual rate of roughly 8% to 9% over the next decade. Rogue’s early national footprint gives it a significant test case as it competes with established nutrition brands and newer functional snack challengers.
Rogue’s funding and Walmart placement give the startup immediate visibility in a crowded but expanding category. By combining protein, probiotics, clean-label positioning, and social commerce, the company is betting that consumers will respond to snacks that deliver both function and stronger flavor. Its next challenge will be turning a high-profile launch into repeat purchases, broader distribution, and long-term brand loyalty.