NASHVILLE, Tenn. — Cowboy Colostrum is expanding its retail footprint through a nationwide rollout across 1,829 Target stores and Target.com, bringing the wellness brand into the mass retail channel.
The rollout begins October 19, with products becoming available in Target stores nationwide throughout October. Before the Target launch, Cowboy Colostrum was sold in about 78 retail locations. The expansion brings its total retail footprint to more than 1,900 locations.
“Target feels like such a natural home for Cowboy. It’s where people already discover the brands that become part of their everyday lives, and that’s exactly where we want to take colostrum,” said Steph Stoikos and Jessy Shenfeld, co-founders of Cowboy Colostrum. “A big part of what we’re building is taking colostrum from something relatively niche and making it an everyday wellness staple. Launching at Target feels like a real tipping point for that.”
Target will carry Cowboy Colostrum’s Unflavored, Strawberry, Chocolate and Vanilla varieties in 20-serving bottles, as well as a four-count stick pack containing two Chocolate and two Vanilla sticks.
The products are made with grass-fed bovine colostrum sourced from U.S. dairy cows and provide 3 grams of colostrum per serving.
The Target rollout represents a significant shift in Cowboy Colostrum’s retail strategy as the brand moves beyond specialty wellness retailers and direct-to-consumer sales. Its current distribution includes Erewhon, Bristol Farms, Central Market, Lazy Acres and Mother’s Market, among others.
Shenfeld and Stoikos founded Cowboy Colostrum, which launched in December 2023. The company said it is on pace to generate more than 10 times its first-year revenue as colostrum gains traction in the broader wellness and functional nutrition market.
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