We are:

a rapidly growing brand accelerator in the global protein-based nutrition category, offering innovative, plant-based protein products that prioritize clean ingredients and exceptional taste.

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Key Stats

Revenue Growth

Year-over-year: $0.5M, $10.7M, $24.7M, $43.6M

15K+ Stores and Counting

Find us at Costco, Whole Foods, Sam’s Club & more

Available Online

Available on Amazon, Instacart & Sam’s Club

Latest News

  • SIMPLY BETTER BRANDS ANNOUNCES TRUBAR™ BRAND SELECTED FOR NATIONAL PROMOTION PROGRAM WITH COSTCO U.S.

  • SIMPLY BETTER BRANDS ANNOUNCES LAUNCH OF TRUBAR™ IN ALL COSTCO WAREHOUSE CLUB LOCATIONS ACROSS MEXICO

  • SIMPLY BETTER BRANDS ANNOUNCES RESULTS FOR FISCAL 2024, HIGHLIGHTING 77% INCREASE IN TRUBAR™ REVENUE, AND CORPORATE NAME CHANGE TO TRUBAR INC

More News!

Indulgent Nutrition

Indulgent Nutrition

Inspired by the indulgence of dessert and passion for plant-based ingredients, this first-of-its-kind bar is both healthy and delicious.

The Powerhouse Behind TRUBAR

Erica Groussman – CEO & Founder

Erica created TRUBAR on the principle of “Indulgent Nutrition”, protein bars that don’t taste like punishment.

From her own kitchen and hand-packing bars with her family to being listed in 15,000+ stores

Erica is a vanguard in better-for-you product development being an early believer in zero seed oils, and zero sugar alcohols. Erica’s continued hustle and entrepreneurial spirit drive Trubar’s growth and success.

The Flavor Lineup

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The Flavor Lineup 🍫

  • Daydreaming About Donuts

  • Smother Fudger Peanut Butter

  • Oh Oh Cookie Dough

  • Saltylicious Almond Love

  • Get In My Belly, PB & Jelly

  • It´s Mint to Be Chip

  • Whipped for Key Lime

  • Whole Lotta Macchiato

  • Strawberry Shorty Got Cake