Stars + Honey raises $24M Series A led by VMG Partners
What's the deal? Stars + Honey, a protein bar brand known for combining protein and collagen in its products, has raised $24 million in a Series A round. VMG PartnersDealroom has a profile for this one. Try Dealroom → led the investment, taking a minority stake in the company.
Why now? The functional food and better-for-you snacking categories continue to attract consumer and investor interest. Collagen-infused products in particular have surged in popularity as consumers seek foods that deliver both nutritional and beauty-related benefits.
What could go wrong? The protein bar market is fiercely competitive, with established players like RXBarDealroom has a profile for this one. Try Dealroom →, Built Bar, and Barebells alongside a constant stream of newcomers. Standing out on crowded shelves — and justifying a premium price point — remains a persistent challenge for emerging brands.
The signal: Stars + Honey is still in its early growth stage, according to Dealroom, making a $24 million Series A a sizeable bet on a brand yet to prove it can scale nationally. VMG Partners' portfolio leans heavily on consumer brands that have broken out of niche positioning, suggesting the firm sees a path for collagen-protein bars to move from wellness aisle curiosity to mainstream snacking staple.
Read more: 15minutenews.com
