Last fall, Maria Shriver and Patrick Schwarzenegger teamed up and released protein bars for your brain. Called MOSH, each bar is packed with ingredients to nourish and support brain health. As the mission-driven health and wellness brain expands into 2022, Angeleno caught up with the mother-son duo to learn more about MOSH, the importance of brain health and betting on yourself.
To start, can you tell us about the name? Why MOSH?
Maria: I got motivated to start MOSH after being unable to find a protein bar company that was catering to my age group. I’m on the road, I’m in my car, on an airplane and I need a source of protein and a source of brain fuel. MOSH stands for Maria Owings Shriver Health. We also love that it rhymes with nosh since it’s a perfect snack!
I pitched my vision to bigger companies for several years and they passed, partially I believe due to my age. But mainly no one I spoke to understood eating for brain plus body health— they felt the consumer wouldn’t be interested in brain health. But boy, were they so wrong
I also think that companies weren’t convinced an idea brought to them by a woman in her 60’s would be viable in today’s market. So, when Patrick said to me, “Well, if you keep getting no for an answer and people keep turning you down, accept that as an opportunity to step into your own power and bet on you.” So, I did just that and we’ve been off to the races ever since. Patrick brings a wealth of better-for-you CPG industry knowledge. He knows how to get things done, and has been an ideal partner bringing MOSH to life.. He brings in a whole level and area of expertise that I knew nothing about. And he’s been able to engage people his own age along with people my age who are interested in this space. Ironically, a lot of the young people are answering the call for better brain health having experienced a parent or grandparent with the disease or having struggled with their own mental health challenges so now they want to get involved.
Proceeds from each purchase are donated to the Women’s Alzheimer’s Movement. Did you always know this business venture would have a philanthropic angle?
Maria: Absolutely. The Women’s Alzheimer’s Movement is an important part of my mission, and I’m so proud of the work we do. Changing the order of things for the better is what MOSH and our mission-driven community of brain health warriors are all about. MOSH was born out of my Alzheimer’s advocacy work. For years, everywhere I traveled speaking on behalf of women and Alzheimer’s, people asked me for ideas about nutritious bars. What was out there that they could eat that was good for their brain health? What were the supplements out there with a proven track record? I didn’t have an answer for them because there really wasn’t a protein bar prioritizing ingredients that support brain health. Supplements are a big part of my everyday wellness routine so I thought, why not use what I learned over the past two decades advocating, reporting, and raising awareness to develop a nutritious and delicious bar that I would actually want to eat. So, that’s what I did. I teamed up with Patrick and together we brought MOSH to life. Through MOSH, we want to set an example that businesses can make giving back a part of their DNA right out of the gate.
What was your reaction to the news that MOSH’s stock sold out twice? Once within 48 hours on opening day and again within 24 hours on Giving Tuesday, in addition to the amassed 60,000-person waitlist?
Patrick: We were MIND BLOWN both times… At first, we knew we would get some interest from people since it was a launch, but then when we doubled our donation on Giving Tuesday and sold out of our bars in 24 hours again, we knew we were really onto something. Our MOSH community of brain health warriors showed up in a way that Maria and I never could have imagined. We are so encouraged that people are ready and willing to be there to support us and - more importantly - their brains. We want MOSH to be part of everyone’s everyday lifestyle. The strong response has made us feel confident we are the breakthrough brain brand to watch in 2022.
You spent a lot of time working with experts to craft an efficient protein bar that rejuvenates the mind, body, heart and soul. How exactly does it work? We’re wondering how MOSH bars are unique from standard protein bars?
Patrick: We worked alongside a team of brain health experts and nutritionists for over a year-and-a-half tweaking and perfecting the recipe. It was really important to us that our protein bars were low in sugar, packed with brain-healthy ingredients and, above all else, delicious. MOSH was intentionally developed to not only fill a void in the market: a protein bar with this blend of vital brain ingredients did not exist, but to include many of the vitamins and supplements Maria had been prescribed by the best brain experts. Of course, like any company should, we are really listening to our customers and their feedback and continuously finding ways to improve the flavor and create other product lines down the road.
MOSH protein bars are expertly formulated to rejuvenate your mind, body and soul. With ingredients like Lion’s Mane, Ashwagandha, MCT Oil, Omega-3’s, Vitamin B12, Vitamin D3, and Collagen, MOSH’s signature brain fuel blend packs seven brain-boosting superfoods, adaptogens and nutrients in every bar.
When is an ideal time to eat a MOSH protein bar? Is this something for before you hit the gym or can I have it when I don’t have time for lunch?
Maria: There’s no bad time to have a MOSH bar! We often break them up and sprinkle them on top of smoothies and yogurt bowls for breakfast. They make for a perfect lunch or snack! I keep them in my purse to have handy any time I get hungry. I love traveling with them and devouring them on planes. Patrick and I always eat them before and sometimes also after workouts. The best part about MOSH— besides being delicious— is that they keep you full for a long time while fueling your brain and body with incredible vitamins and ingredients.
Given MOSH is more than just a single product, what future ambitions do you have for it as a full health and wellness brand.
Patrick: Our larger goal for MOSH is to build a company that over time will make products that are good for your brain and that will also fund brain health research and help find a cure for Alzheimer’s. Our company is born out of a mission, and we want to always stick to that mission. We’re building a portfolio of great-tasting, nutrient-rich products that support brain and body health. As consumers crave cleaner options with mind-blowing macros to fuel their days, MOSH will meet them where they are and where they want to be. We are attracting a community of brain health warriors and empowering people of all ages to be proactive and care for their brains. MOSH is a breakthrough brain brand, and we are on a mission to educate and encourage everyone to live a brain-healthy lifestyle.
Maria: MOSH will spark the conversation around brain-body health. We want people to think about their brains the same way they think about their eyes, lips and thighs. Through MOSH, we will inspire and empower every generation to proactively care for their minds through food.
Photography by: Courtesy MOSH