Maria Shriver — award‑winning journalist and one of the nation’s most influential advocates for brain health — is taking her mission mainstream with MOSH, the brain‑focused nutrition brand she co‑founded with her son, Patrick Schwarzenegger (pictured with Maria, above). Rooted in decades of Alzheimer’s advocacy and inspired by her family’s personal connection to the disease, MOSH is making everyday brain health accessible, convenient and genuinely delicious.
Now available in Target stores nationwide and on Target.com, MOSH High Protein Bars, the brand’s newest innovation, are a great example of how we’re evolving our assortment to reflect where wellness — and food — are heading, using our merchandising authority to bring groundbreaking brands like this to more guests nationwide. It’s another addition to Target’s growing wellness assortment, including a Target-exclusive MOSH four-pack. Each bar delivers 20 grams of protein, creatine, and the MOSH Signature Brain Blend. MOSH High Protein comes in three flavors: Peanut Butter Cup, Chocolate Sea Salt and Oatmeal Chocolate Chip.
We sat down with Maria to learn more about MOSH, working with her son, her connection to Target and more.
What inspired you to create MOSH?
I’ve been an Alzheimer’s advocate for decades — I’ve written books about it, produced documentaries and films, done studies, given speeches. Everywhere I went, people would ask me, “What can I eat? What can I take to help with my brain health?”
I started approaching companies about creating something together, but everyone said no. They didn’t think people understood brain health.
My son Patrick said, “If you think it’s such a good idea, why don’t you do it yourself?” He pointed out that I love protein bars but was always complaining that they had too much sugar, upset my stomach or didn’t taste good. He suggested combining everything into one product that could raise money for Alzheimer’s research and support brain and overall health. I told him I didn’t know how to do that, and he said, “Well, I do, and I’ll help you.”
That’s how MOSH was born. It’s here to educate people about brain health, give them something they can actually eat for it, and raise money for Alzheimer’s research via the Women’s Alzheimer’s Movement at Cleveland Clinic. MOSH really has multiple missions.
What has been the biggest challenge in building the brand?
Creating something good for you that actually tastes good. You can have an incredible mission — but if the product doesn’t taste good, people won’t come back. And you can have something delicious that isn’t good for you. The real challenge is doing both.
We’ve worked incredibly hard to create premium bars that are affordable, nutritious, clean, satisfying and genuinely enjoyable to eat — without that aftertaste or overly processed feel.
It’s been much more difficult than I expected, but also incredibly rewarding.
What does your partnership with your son Patrick look like?
We really complement each other.
I come from the storytelling, advocacy and mission side — I’ve spent years working to change the narrative around Alzheimer’s and bring awareness to brain health. Patrick brings deep knowledge of the health and wellness space. He understands the business, the audience, the partners and the community we’re building. We have different lanes, but we support each other completely. It’s been meaningful to build something together that has a bigger purpose.
What makes MOSH and Target a good fit?
I always wanted MOSH to be in Target. That was always the goal.
When I was First Lady of California, I partnered with Target for seven years on the Minerva Awards, which honored women doing extraordinary work. I saw firsthand how Target connects with the caregivers, the multitaskers, the women thinking about their families’ health, supporting aging parents, raising kids — and often putting themselves last. These women shop at Target, and I knew they were the people I wanted to reach with my message.
Being in Target stores and online allows us to reach a much wider swath of people and to meet them where they already are. MOSH is more than a product. It’s a platform. And being in Target helps us bring our message to more people every day.
MOSH is the first food brand you’ve created. What are you most proud of?
I’m really proud of the hundreds of thousands of dollars we’ve raised for Alzheimer’s research and the grants that we’ve given out. And I think that’s really a credit to the customers of MOSH, who’ve done that by supporting our brand.
What do you personally do to support your brain health?
Everything I do now is in an effort to protect my brain and extend my longevity. I have grandchildren; I want to be around as long as possible. So I exercise every day, prioritize sleep and try to keep learning new things. I just started learning mahjong. I’ve even started working with a brain coach to stay sharp and challenge my processing speed.
I also focus on strength training, balance and staying socially connected. And I try to follow a brain-healthy diet. I have a sweet tooth, and I’m a bit of a snacker, so I struggle a bit with that, but that’s okay. I do the best I can, and I eat a lot of MOSH bars.
What do you want us to know about brain health?
There’s so much you can do to support your brain health, and it’s never too early — or too late — to start. It’s in your power: You can eat for it, exercise for it, sleep for it, connect with others for it. Alzheimer’s develops over decades, so the things you do in your 40s and 50s really matter. I want people, especially women, to understand that taking care of themselves isn’t selfish; it’s essential.
What’s in your Target cart?
Everything! I’ve shopped at Target for years — furnishing dorm rooms, helping my kids set up their apartments. I get food at Target, but also things like lamps, candles, vases, pillows, stools and mirrors. I love the mix of style, accessibility and community. And now, of course, I grab MOSH bars, too.
Any final thoughts on MOSH?
It’s a bar with a lot of hope in it. I have a lot of hope for everyone’s brains. And I have hope that in our lifetime, we’ll find a cure for Alzheimer’s. But even as we work toward that, we can all start taking better care of our brains today and understand that our brains need nurturing, nourishment, rest and healthy food. MOSH is one way to do that.
