Jenni Spinner: Patrick has quite a track record with food and beverage brands—could you please talk about his history fueling Liquid IV, Blaze Pizza, and other notable names? 

Sephora Noormand: What sets Patrick apart is his ability to spot cultural trends and emerging brands before they hit mainstream. His approach combines intuition with strategic thinking; he doesn't just write checks, he genuinely believes in the companies he invests in and understands both pop culture and brand building. Through his experiences scaling other wellness brands, he gained invaluable knowledge needed to navigate the challenges of building a CPG company from scratch.

JS: With Mosh, the story is very much personal. Please talk about the family’s history with Alzheimer’s, and how seeing a family member struggle with that ailment helped fuel the creation of the brand. 

SN: The creation of MOSH stems from Maria’s decades-long commitment to fighting Alzheimer’s disease, which began when her father was diagnosed in 2003. This experience launched Maria into years of dedicated research into brain health and advocacy work, where she discovered compelling evidence about how nutrition and lifestyle habits can impact cognitive function. She became passionate about creating a bar that was both a nutritional and cognitive powerhouse, without the excess sugar and calories found in typical snacks, accessible to everyday consumers.

The timing for Mosh came together during the pandemic when Patrick was living with Maria. Patrick’s background in the wellness industry provided exactly what was needed; he had built relationships with manufacturers and other experts who could help transform Maria’s vision into a real product.

What emerged was a true collaboration: Maria brought years of research and advocacy experience, while Patrick contributed his entrepreneurial skills and industry connections. They named the company Mosh (“Maria Owings Shriver Health”), reflecting both the personal nature of the mission and their shared commitment to prevention-focused brain health. 

JS: Could you please talk about Cognizin and other ingredients in your bars that are intended to support brain health, and how you decided upon this blend?

SN: Our ingredient selection is rooted in science and efficacy. MOSH is the first and only protein bar that includes science-backed Cognizin Citicoline, one of the most well-researched nootropics, which supports focus, attention, and memory. We pair this with other ingredients in our Signature Brain Blend – lion’s mane, ashwagandha, omega-3s, and vitamins B12 and D3, all working together to support cognitive health. Moreover, we keep calories and sugar at an all-time low, and make sure to include plenty of fiber because of the gut-brain axis connection.

We didn’t just throw ingredients together; we worked with nutritionists and food scientists to create a synergistic blend that delivers real cognitive benefits. The goal was to make brain health nutrition as simple as grabbing a protein bar, rather than requiring multiple supplements or complex routines.

Courtesy of Mosh

JS: Then, could you please talk about the brand’s support of Alzheimer’s research?

SN: Supporting Alzheimer’s research is core to Mosh’s mission and built directly into the company’s business model. Every single bar purchased helps fund critical Alzheimer’s research through the Women's Alzheimer’s Movement at Cleveland Clinic. This partnership has been incredibly impactful; we’ve raised over $285,000 in research funding and supported two MOSH-sponsored grants specifically designed to study the connection between nutrition and brain health.

We believe that while we’re working to help people maintain brain health through nutrition today, we also need to support the broader fight against cognitive decline for tomorrow. This dual approach of immediate nutritional support and long-term research investment reflects our comprehensive commitment to brain health. 

JS: The bars offer other BFY bona fides, too—please talk about the protein, fiber, low sugar content, and why those aspects are important.

SN: Beyond brain health, our bars deliver on other key nutritional priorities. Each bar contains 11-13 g of protein, which is essential for muscle maintenance and satiety. We keep sugar content low while maintaining great taste, and we include 6-9 g of fiber for digestive health. These aren't just “brain bars,” they’re complete nutritional solutions that fit into an active, health-conscious lifestyle. Whether someone is looking for post-workout recovery or a midday energy boost, MOSH bars deliver on multiple fronts.

JS: The bars are pretty tasty—could you please talk about the challenge of formulating a product that supports brain health, offers other healthful benefits, and also tastes like a treat?

SN: Most functional foods sacrifice taste for benefits, but we refused to make that trade-off. We believe that if something doesn’t taste great, people won’t stick with it long enough to see the benefits. Our approach was to start with indulgent, dessert-like flavors that people actually crave, then figure out how to incorporate our brain health ingredients without compromising taste.

Patrick and Maria are incredibly hands-on in this process; Patrick tastes every protein product on the market to understand the landscape, and Maria is relentless about taste standards. This means extensive R&D, testing different ratios, and finding ingredients that work together both nutritionally and flavor-wise. For example, with our new vegan line, we landed on pea protein because it has a neutral flavor profile that doesn’t interfere with our chocolate and nut flavors. The result is bars that people reach for because they taste amazing, and the brain health benefits are just an incredible bonus.

JS: Without revealing anything top secret, could you please tell me what’s next for Mosh?

SN: We’re focused on expanding both our product portfolio and our retail presence. The recent vegan bar launch is just the beginning; we’re always listening to our community and identifying new ways to make brain health nutrition more accessible. And beyond what our customers are asking for, we’re constantly staying on top of the latest trends and emerging research in cognitive nutrition. For example, we’re seeing compelling data around how creatine supports brain health, so we’re actively exploring how we can incorporate ingredients like that into future formulations.

We’re also continuing to scale our retail footprint, having recently hit 1,000+ doors nationwide with major retailers like Kroger divisions, Sprouts, and others. Our omnichannel strategy (combining retail, direct-to-consumer, Amazon, and TikTok Shop) is creating a flywheel that drives trial and repeat purchase across all touchpoints.

JS: Finally, what’s your favorite product in the portfolio?

SN: That’s like asking to pick a favorite child! But if I had to choose, I’d say the Chocolate Chip Cookie from our new vegan line. It perfectly encapsulates what we’re trying to achieve: it tastes exactly like a chocolate chip cookie, delivers all our brain health benefits, and is inclusive of people with dietary restrictions.

Related: Mosh expands plant-based snack bar collection