What's Happening?
VMG Partners has invested $24 million in Stars + Honey, a US-based collagen protein bar company. This investment will support the brand's omnichannel expansion, product development, and growth. Founded in 2023 by CEO Daniel Rainey, Stars + Honey plans
to use the funds to build a new 60,000 square foot manufacturing facility in Novi, Michigan, which will replace its current Decatur location. The company aims to debut in its first retail store by the end of the month, expanding beyond its current online sales channels.
Why It's Important?
The investment by VMG Partners is a significant boost for Stars + Honey, enabling the company to scale its operations and reach a broader market. The new manufacturing facility will enhance production capacity, supporting the brand's goal of achieving national scale. This expansion is expected to create jobs and contribute to the local economy in Michigan. For VMG Partners, the investment aligns with its strategy of supporting innovative consumer-packaged goods companies. The move also reflects the growing consumer interest in health-focused products, particularly those offering functional benefits like collagen.
