It's been five full years since Barebells debuted in the U.S., and this convenience store-focused line of protein bars with the candy bar taste and texture is now the third-largest nutrition bar in the country, tripling in size in just one year to more than $350 million in sales.
With a refreshingly soft mouth-feel and flavors ranging from Salted Peanut to Key Lime, it's grabbed the soft treat throne once occupied by Hershey-owned ONE Bar. Of course, having the backing of international nutrition roll-up Vitamin Well doesn't hurt, but neither does a team with veterans of Red Bull, C4 and PepsiCo, as well as a channel focus that skirted the natural channel in favor of fast-moving conventional accounts.
Protein supplementation is everywhere, but Barebells has staked its future on not tasting like a protein supplement, just a sweet treat that hits the macros and taste buds equally effectively. With the category's old guard stagnating over the past few years, there's no telling just how high this star might rise.
