Stars + Honey

What Stars + Honey does

Stars + Honey is a Grosse Pointe Park, Michigan-based packaged food company that manufactures and sells collagen-enriched protein bars. Founded in 2023 by Daniel Rainey (founder & CEO) and operating as Stars and Honey LLC (Delaware-jurisdiction), the company produces a horizontal line of bars built on hydrolyzed Type I and III bovine collagen peptides at an optimized ~2,500 Dalton molecular weight for digestive absorption. Each bar delivers 10g+ collagen peptides and 15g of protein within ~180 calories and only 2g of naturally sourced sugar, and the formulation is explicitly free of sugar alcohols, gluten, dairy, and seed oils. The company differentiates on taste (bakery/dessert-inspired flavor profiles) and clean-label positioning versus conventional protein bars that suffer from protein-powder aftertaste and digestive discomfort.

The company sells through a multi-channel distribution model spanning direct-to-consumer e-commerce on starsandhoney.com (including a monthly subscription option with 10% savings and free shipping), nationwide retail at Target, regional retail at Costco (Pacific Northwest, 40+ stores), online marketplaces (Amazon, TikTok Shop), and B2B wholesale through Faire. Pricing ranges from $2.94 per bar on the 30-pack to $3.78 on the 10-pack, with a $3.42 per-bar price for the 20-pack and a custom variety set priced at $3.42 per bar against an $84.00 suggested retail. Customer segments are horizontally oriented toward health-conscious consumers, fitness and wellness enthusiasts, and keto/low-sugar dieters seeking functional snacking without digestive side effects.

Stars + Honey is privately held and received a $24 million growth equity investment from VMG Partners in 2026 to support national retail expansion. The company reported 300% revenue growth in the year prior and projects approximately $50 million in annual revenue for 2026, supporting a headcount range of 11–50 employees consistent with an emerging CPG scaling wholesale shipments across major U.S. retail banners.

Name

Stars + Honey

Legal name

Stars and Honey LLC

Website

https://starsandhoney.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Stars + Honey is a Michigan-based packaged food company that manufactures and sells collagen-enriched protein bars to health-conscious, fitness, and keto consumers through direct-to-consumer e-commerce, Target nationwide, Costco Pacific Northwest, Amazon, TikTok Shop, and Faire wholesale.

Ownership category

akta.pro rank

Product category

Nutritional Protein Bars

NAICS

Sugar and Confectionery Product Manufacturing (3113)

SIC

Bakery Products (2050)

akta.pro primary industry

Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)

akta.pro secondary industries

Animal-Derived Protein Ingredients (Egg, Collagen/Gelatin, Blood/Plasma Proteins) (AFAJAHAB), Gelatin & Animal-Derived Hydrocolloids (Gelatin, Collagen, Isinglass) (AFAJAMAG), Collagen, Gelatin & Protein Hydrolysates (Animal-Derived) (AFANAGAI)

Keywords

• Collagen protein bars
• Functional snack foods
• Clean label nutrition
• Protein supplements
• Bovine collagen peptides

Headquarters

HQ city

Grosse Pointe Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through company website starsandhoney.com. Customers can purchase individual bars, variety packs (12, 20, or 30 packs), or subscribe for recurring deliveries with 10% discount. Free shipping on subscription orders.
2. Retail Distribution: Sales through major retail partners including Target (nationwide), Costco (Pacific Northwest - 40+ stores), Amazon, and TikTok Shop. Products available in physical retail locations and through online marketplaces.
3. Wholesale B2B: Wholesale channel through Faire platform targeting small to medium retailers. Offers bulk discounts, custom shipping, and additional benefits for wholesale customers purchasing inventory for resale.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Stars + Honey manufactures and sells collagen-infused protein bars formulated with Type I and III hydrolyzed bovine collagen peptides, 15g protein, only 2g sugar, and 180 calories per serving. The bars are free from sugar alcohols, gluten, dairy, and seed oils, and are sold direct-to-consumer via the company's website (including subscriptions), through major U.S. retailers such as Target and Costco, on Amazon and TikTok Shop, and via B2B wholesale through Faire.

Differentiator

Problem solved

Functional benefit

Products and services

• Cacao Salt Caramel Peanut Collagen Protein Bar Bakery-inspired collagen protein bar pairing chocolate, salt, caramel and peanut flavors; delivers 15g protein, 10g+ Type I/III collagen peptides, 180 calories, 2g sugar, and is free from sugar alcohols, gluten, dairy, and seed oils. Designed for health-conscious consumers seeking a convenient collagen and protein snack.
• Peaches and Cream Collagen Protein Bar Limited edition collagen protein bar blending the bright taste of peaches with smooth vanilla cream and an oaty finish; formulated with 15g protein, 10g+ collagen peptides, 2g sugar, 180 calories, and free from sugar alcohols, gluten, dairy, and seed oils. Targets consumers seeking a clean-label summer-inspired functional snack.
• Strawberry Shortcake Collagen Protein Bar Limited edition collagen protein bar with sweet strawberries, light vanilla cream, and a golden biscuit profile; delivers 15g protein, 10g+ collagen peptides, 2g sugar, 180 calories, and is free from sugar alcohols, gluten, dairy, and seed oils.
• Iced Lemon Cookie Collagen Protein Bar Collagen protein bar with delicate lemon zest in a creamy, cookie-like base with refined icing sweetness; formulated with 15g protein, 10g+ collagen peptides, 2g sugar, 180 calories, and free from sugar alcohols, gluten, dairy, and seed oils. Customer rating 4.82 stars.
• Mint Cookies and Cream Collagen Protein Bar Collagen protein bar with brisk mint, sweet cream richness, velvety chocolate, and cookie-like crumble; delivers 15g protein, 10g+ collagen peptides, 2g sugar, 180 calories, and is free from sugar alcohols, gluten, dairy, and seed oils. Customer rating 4.96 stars.
• Stars + Honey Subscription Box (12-pack monthly) Monthly subscription delivering a 12-pack of Stars + Honey collagen protein bars at 10% savings with free shipping. Customers can pause, change, or cancel anytime and gain early access to new flavor launches. Targets health-conscious consumers seeking recurring collagen and protein supplementation.
• Stars + Honey Wholesale Program (via Faire) B2B wholesale program that allows small to medium retailers to purchase Stars + Honey collagen protein bars for in-store resale through the Faire platform. Includes bulk discounts and custom shipping options, targeting health food, wellness, and specialty retailers seeking differentiated functional snack SKUs.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and infrastructure.

• FairecoreChannel Partner/ Reseller/ DistributorWholesale partnership with Faire, the leading online platform for small to medium retailers. Faire enables retailers to purchase Stars + Honey products for their stores with bulk discounts and custom shipping options.
• TargetcoreChannel Partner/ Reseller/ DistributorNationwide retail distribution partnership with Target for in-store product availability across Target's national footprint.
• CostcocoreChannel Partner/ Reseller/ DistributorClub channel debut with Costco in Pacific Northwest region, including 40+ stores across Idaho, Montana, Oregon, Utah, and Washington. This represents the brand's first entry into the warehouse club channel.
• ShopifyinfrastructureTechnology or IntegrationE-commerce platform provider hosting the Stars + Honey online store. Shopify provides the online e-commerce infrastructure enabling direct-to-consumer sales, payment processing, and order management.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Vital Proteins: Leading collagen supplement brand (owned by Nestlé Health Science) extending into collagen-infused food and beverage formats including bars. Most direct competitor to Stars + Honey's collagen-led positioning.
• Primal Kitchen: Better-for-you food brand founded by Mark Sisson, offering collagen-based products and protein bars with a clean-ingredient ethos. Direct adjacency to Stars + Honey's collagen-and-clean-label narrative.
• Health Warrior: Better-for-you snack brand offering chia-based and protein/collagen bars in mass and natural channels. Adjacent positioning to Stars + Honey with overlap in the functional snack bar category.
• Bulletproof: Performance and wellness brand selling collagen protein bars and drinks targeting similar high-protein, low-sugar consumer needs. Comparable functional-snack positioning and ingredient-led marketing.

Broad incumbents

• Orgain: Established nutrition brand offering protein bars, shakes, and powders across mass retail and natural channels. Comparable target consumer (health-conscious, functional nutrition) with broader portfolio and wider retail footprint.
• KIND Snacks: Dominant premium nutrition bar brand under Mars, offering nut-, fruit-, and protein-based bars at mass retail. Targets the same health-conscious consumer as Stars + Honey but with a much broader portfolio and deeper retail penetration.

Direct peers

• RXBAR: One of the leading clean-ingredient protein bar brands in the US (now owned by Mars), sold nationwide across mass, club, and grocery. Directly competes with Stars + Honey for the same health-conscious, clean-label shopper and overlapping shelf space in Target and Costco.
• Perfect Bar: Refrigerated whole-food protein bars distributed nationally through Costco, Whole Foods, and grocery. Competes with Stars + Honey on premium protein snacking with a comparable clean-ingredient value proposition.
• Aloha: Organic, plant-based protein bar brand sold nationwide at Whole Foods, Target, and other natural/grocery retailers. Competes for the same clean-ingredient, functional-snacking consumer.
• Barebells: Fast-growing protein bar brand (Swedish origin, now expanding aggressively in US) sold through club and mass channels including Costco. Directly comparable high-protein, clean-label bar at premium pricing.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/starsandhoney.co
• TikToktiktok.com/@starsandhoney.co
• LinkedInlinkedin.com/company/stars-and-honey

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stars + Honey