Stars + Honey has secured a minority growth equity investment led by VMG Partners, marking a major step in the collagen protein bar brand’s national expansion strategy. The Detroit-based company said the funding will support retail growth, product innovation, and expanded manufacturing capacity. The announcement comes as the brand projects approximately $50 million in revenue this year.
Investment to Support National Scale
The investment will help Stars + Honey strengthen its omnichannel presence and prepare for broader retail distribution across the United States. A key part of the plan is the development of a new 60,000-square-foot manufacturing facility designed to support higher production volumes. VMG Partners general partner McConnell Smith will also join the company’s board of directors.
A Taste-Led Approach to Functional Nutrition
Founded in 2023 by entrepreneur Daniel Rainey, Stars + Honey positions itself as a premium snack brand focused on both nutrition and flavor. Its collagen protein bars offer 15 grams of protein, stay under 200 calories, and are free from gluten, dairy, soy, sugar alcohols, and seed oils. The bars are made with Type I and Type III grass-fed bovine collagen peptides and are marketed as supporting skin elasticity, hair health, and joint comfort.
Product Innovation and Brand Momentum
Stars + Honey has developed 18 chef-inspired flavors, including Espresso Vanilla Cinnamon, Cherry Chocolate Waffle Cone, Dark Chocolate Coconut, and Cacao Salt Caramel Peanut. The company said its in-house flavor development and vertically integrated supply chain have helped it maintain quality control while accelerating innovation. Over the past 14 months, the brand has expanded its flavor portfolio and plans to introduce additional products in the year ahead.
Strong Growth in a Competitive Category
The company reported 300% growth last year and expects continued momentum as it expands into national retail. Stars + Honey is entering a crowded protein bar market, but its strategy centers on dessert-like flavors, clean-label ingredients, and a more premium consumer experience. The brand argues that many products in the category have prioritized protein content while falling short on taste.
Founder and Investor Perspective
Rainey said the company was created to bring more care, craft, and detail to a category he believes often lacks them. He noted that achieving the desired level of quality required Stars + Honey to build and refine significant parts of its operations internally. Smith said VMG recognized the brand’s potential quickly, citing its product quality, underserved consumer focus, and experienced team.
The VMG-led investment gives Stars + Honey additional resources to scale production, broaden distribution, and compete more aggressively in the functional snack category. With revenue momentum, new manufacturing capacity, and planned national retail expansion, the company is positioning itself for its next phase of growth. The deal also reflects continued investor interest in consumer brands that combine wellness, premium positioning, and strong product differentiation.