The brand known for making clean, plant-based, ready-to-eat overnight oats with less than eight wholesome ingredients, MUSH, has announced a nationwide retail launch into 1,025 Kroger stores.
This retail launch comes on the heels of the brand’s big expansion into the club channel in three regions of Costco Clubs, bringing MUSH’s retail footprint to nearly 11,000 stores. MUSH exists to heal human well-being by creating food products that are healthy, delicious, and satiating at an unbeatable price point.
With 46% of consumers wanting to eat healthier in 2022 and sales of refrigerated, ready-to-eat items increasing by 65% compared to last year, MUSH has become the leading brand in its category. The company has since grown rapidly from its early days when Ashley would sell small handmade batches at local farmers markets in San Diego. The brand has earned a cult-like following of fitness enthusiasts, celebrities, and health gurus alike such as: Mark Cuban, Ally Love, Kim Kardashian, Nina Agdal, Joe Jonas, Cody Rigsby and more.
Having launched six years ago, after a career working as a trading analyst at Goldman Sachs, Co-Founder/CEO Ashley Thompson saw the need for access to easy and nutritious food. She quit her job and got to work, co-founding MUSH in 2015. Inspired by her favorite hack as a kid – cereal and oatmeal soaked in milk – Thompson launched MUSH.
“Our product line of ready-to-eat oats is a brand new take on an old-fashioned favorite, and it’s here to stay,” said Ashley Thompson, CEO and Co-Founder of MUSH. “By expanding our retail footprint with Kroger, we can effect positive change in America at monumental scale, one cup of MUSH at a time.”
MUSH is made from a few simple ingredients and is dairy-free, gluten-free, and has no added sugar. Blueberry, Vanilla, Dark Chocolate and Apple Cinnamon are available for $2.79 at Kroger stores as well as King Soopers, Fred Meyer, Ralph’s and QFC which fall under the Kroger parent-company. Coconut Coffee can be found at select locations. For more information on MUSH’s grocery store products and availability, visit eatmush.com/pages/store-locator.
I have over 10 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.