The grass-fed colostrum brand brings its growing product line to Target as it expands its national retail footprint

NASHVILLE, Tenn., Oct. 19, 2026 /PRNewswire/ — Cowboy Colostrum is entering its next phase of growth. Founded by Jessy Shenfeld and Steph Stoikos, the fast-growing wellness brand today announced its expansion into 1,829 Target stores nationwide and Target.com, marking a significant milestone in the company’s retail strategy and bringing its grass-fed bovine colostrum to one of the country’s largest retail networks. Beginning October 19, Cowboy Colostrum will be available on Target.com, with products rolling out to Target stores nationwide throughout October.

The Target expansion builds on Cowboy Colostrum’s growing retail presence, which currently includes Erewhon, Bristol Farms, Happier Grocer, Amazon, Revolve, Central Market, The Feed, Lazy Acres, Mother’s Market, and more, in addition to its direct-to-consumer business. Prior to the Target launch, the brand was available in approximately 78 retail locations nationwide, with the addition of Target bringing 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.”

The expansion comes as Cowboy Colostrum continues to scale within the rapidly growing wellness and functional nutrition market. Since launching in December 2023, Cowboy Colostrum is pacing to grow more than 10x its first year revenue.

That growth comes as colostrum continues to gain traction beyond its early-adopter base and emerge as a more established category within wellness. Cowboy’s move into Target reflects that evolution, taking the category into a national mass-market setting.

At Target, guests will be able to find Cowboy Colostrum’s core Unflavored, Strawberry, Chocolate and Vanilla varieties in 20-serving bottles, alongside a four-count stick pack featuring two Chocolate and two Vanilla sticks.

The company’s products are made with grass-fed bovine colostrum sourced from U.S. dairy cows, with a focus on whole, full-fat colostrum and larger serving sizes. Cowboy offers 3g of colostrum per serving, with flavored options designed to make daily supplementation more approachable.

The company has differentiated itself by making colostrum feel less like a traditional supplement and more like a brand people want to be part of, pairing a high-quality product with distinctive branding, distinctive flavors and a cultural relevance that has helped Cowboy stand out in an increasingly crowded wellness market.

For Cowboy Colostrum, the Target launch represents an important evolution in its retail strategy. The company has established a foundation through specialty wellness retailers and direct-to-consumer sales and is now bringing that business into a national mass retail environment. With 1,829 stores launching simultaneously, Target gives Cowboy a significant new retail platform at a time when colostrum is gaining recognition as an emerging category within wellness.

Cowboy Colostrum is now available at 1,829 Target stores nationwide and Target.com, in addition to Erewhon, Happier Grocer,  as well as direct-to-consumer at cowboycolostrum.com.

ABOUT COWBOY COLOSTRUM

Cowboy Colostrum (IG) is a pioneering brand that blends the rugged spirit of the American West with cutting-edge nutrition. The brand specializes in premium colostrum-based products designed to support wellness, vitality, and overall health. Known for their commitment to purity, transparency, and sustainable sourcing, Cowboy Colostrum offers a range of products that harness the potent benefits of bovine colostrum. Their supplements are designed to boost immunity, improve gut health, and enhance athletic performance, making them a popular choice among health-conscious individuals and athletes alike.

As the visionary founders behind Cowboy Colostrum with backgrounds in wellness and a passion for natural health solutions, Jessy Shenfeld and Steph Stoikos recognized the untapped potential of colostrum as a powerful supplement. Their shared commitment to quality and innovation led them to create Cowboy Colostrum, a brand that stands out for its ethical sourcing practices and dedication to providing customers with the purest products on the market.

Together, Jessy and Steph have crafted a brand that not only delivers high-quality, nutrient-rich products but also embodies the resilience, independence, and authenticity of the cowboy ethos. Cowboy Colostrum stands as a testament to their commitment to enhancing well-being through nature’s most potent ingredients.

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SOURCE Cowboy Colostrum