Investment in Stars + Honey
A newly established protein brand, Stars + Honey, has secured a significant $24 million investment from VMG Partners. This marks the company’s first outside funding since its launch in 2023, during a notable surge in the protein market. Stars + Honey aims to achieve $50 million in revenue by 2026.
Product Offering
Stars + Honey is recognized for its dessert-flavored collagen bars, providing 15 grams of protein and less than 200 calories per serving. The bars are available for $42 for a 10-pack and come in flavors like Iced Lemon Cookie and Cherry Chocolate Waffle. They are sold directly to consumers and on Amazon, free from dairy, sugar alcohols, and seed oils.
Founder Insights
Daniel Rainey, CEO of Stars + Honey, emphasizes that while protein products are ubiquitous, many prioritizing function overlook taste. He believes in promoting long-term protein intake rather than just focusing on immediate consumption, aiming to instill healthier habits in consumers.
Market Position
VMG Partners has a history of investing in well-known protein brands, including Quest and Vega. With this investment, Stars + Honey plans to enhance product development and manufacturing capabilities. The brand has seen 300% growth in 2025, primarily targeting women aged 30 to 50.
Future Vision
Rainey stresses the importance of not just increasing protein grams but also creating enjoyable products that fit seamlessly into consumers’ lives. As the protein market evolves, Stars + Honey aims to cater to individuals prioritizing quality and taste alongside nutritional benefits.
