LOS ANGELES: Rogue, a new high-protein snack brand built by the venture studio behind Dollar Shave Club and Liquid Death, has raised $2.5 million in pre-seed funding to fuel national retail expansion, the company announced Tuesday.
The round was led by Science Inc., with participation from Uncommon VC and Simple Food Ventures. The brand will launch online in early May and roll out to 2,800 Walmart stores nationwide in July, securing placement in the protein and sports nutrition aisle. Four products will debut, including a retail-exclusive Churro flavor available only at Walmart, a statement said.
Rogue’s chips and puffs combine high protein with active probiotics for digestive support and contain no seed oils or artificial ingredients. The company is also building a creator-led commerce engine to reach digital-first consumers through TikTok Shop and Amazon.
“Protein snacks have become a massive category, but consumers have been forced to sacrifice taste for function,” said Tommy Riggs, co-founder of Rogue. “We created Rogue so you don’t have to compromise.”
The U.S. protein snack market is projected to reach roughly $1.8 billion in 2025 and grow at an annual rate of 8% to 9% over the next decade, according to the company.
The new capital will support inventory production for the Walmart launch, creator and affiliate partnerships, and hiring across operations and retail.
Editor’s Commentary: This is a textbook example of the “proven team premium.” Rogue hasn’t sold a single chip online yet, but it’s already secured 2,800 Walmart doors—a nearly impossible feat for most early-stage food brands. That’s the power of the Dollar Shave Club and Liquid Death pedigree. The $2.5 million pre-seed is modest by venture standards, but the real story is distribution: launching simultaneously on shelf, TikTok Shop, and Amazon suggests Science Inc. is betting on a phygital (physical + digital) model that legacy protein brands can’t easily replicate. The risk? Probiotic chips are novel, and consumer education around gut health in a salty snack format is unproven. Still, don’t bet against this team.