- Bethenny Frankel has teamed up with MUSH to launch a limited-edition Mocha Latte Protein Overnight Oats, available exclusively at Target stores nationwide starting May 18, 2026, marking the first-ever collaboration between the two.
- The product delivers 15 grams of protein and 7 grams of fiber in a ready-to-eat, clean-ingredient format, making it one of the most accessible celebrity-backed health food products on shelves right now.
- Frankel was directly involved in developing the flavor, consistent with her trademark hands-on approach; her recent brand partnerships include Anna Zuckerman (May 2025) and Heluva Good! Dip (June 2025), along with RoC Skincare in 2025.
- MUSH has surpassed 200 million cups sold and now operates in over 36,000 stores nationwide, using this Target-exclusive drop to further grow its protein portfolio.
Bethenny Frankel, founder of Skinnygirl, whose brand officially crossed $1 billion in retail sales in 2025, is making a breakfast play.
The Real Housewives of New York City alum has teamed up with MUSH, the Shark Tank-backed overnight oats brand, to drop a limited-edition Mocha Latte Protein Overnight Oats, exclusively at Target as of May 18, 2026.
Frankel was hands-on in developing the flavor. In 2026, she also made her Sports Illustrated Swimsuit print debut with a rookie feature in Loreto, Baja California Sur, Mexico, a year that’s already shaping up as one of her most active for brand building. She also partnered with RoC Skincare in 2025 as the face of their Derm Correxion Lip Volumizer.
Much like Miguel Harichi’s team-up with Tru Fru for a Greek yogurt campaign, this deal locks a lifestyle personality into the fast-growing better-for-you food space.
MUSH co-founder and CEO Ashley Thompson and Kat Thomas built the brand from a San Diego farmer’s market to a national force, landing a deal with Mark Cuban on Shark Tank in 2017. CrossFit athlete Noah Ohlsen has been among the brand’s notable celebrity voices, claiming he eats MUSH products daily.
Following the kind of personality-driven food activation seen in campaigns like Danny Trejo’s work with Mountain Dew, this move signals MUSH is ready to play in the big leagues of celebrity-backed CPG.
Takeaways
This partnership is smart on multiple levels. Frankel isn’t just lending her name, she was closely involved in flavor development, ensuring the product met her standards for both taste and practicality. That’s a meaningful signal to consumers who’ve grown skeptical of hollow celebrity endorsements.
For MUSH, landing Frankel at this stage of their growth, over 200 million cups sold and counting, adds serious cultural cachet to what was already an impressive retail story. A Target-exclusive also creates urgency and scarcity, which is smart positioning for a limited-edition SKU.
Does Frankel’s direct involvement in flavor development make you more likely to trust and try the product? MUSH has mostly relied on athlete and investor credibility, does pivoting to a lifestyle/media personality like Frankel signal a new chapter for the brand?
