NuSkool Snacks Sees Broad Opportunity Following New Product Launch And Tebow Investment

Under its former identity as MTCco, NuSkool Snacks was firmly centered around the functional benefits of MCT oil and the ingredient’s popularity within the keto diet community

But in the months since it rebranded with the intent of evolving into a wider-reaching snack platform, the Austin-based company has been on a path toward rapid growth, participating in Mondelez’s inaugural CoLab class accelerator program, securing additional early-stage funding, designating c-suite duties to former NFL player and sports broadcaster Tim Tebow and launching its first new product line: Plant Krunch Bars.

Now with its second line on the market, the company is diverting from its collagen and MCT oil-focused roots and hopping onto the plant-based protein with a low-sugar product. The new line is made with soy, almond and pea proteins and comes in two flavors: Chocolate Peanut Butter and French Toast.

Nutritionist and personal trainer Joe Christensen, who founded the brand in 2017, said that from the start MTCco was not really a brand, but rather a product, while the shift to NuSkool Snacks gives the company more room to build both.

“The rebrand to NuSkool Snacks has allowed a true brand voice and personality to emerge,” said Christensen. “When pigeon-holed into a specific diet and/or ingredient, it commoditizes the brand and messaging becomes fatigued. At the end of the day, NuSkool is here to provide low-sugar snacking options, without sacrificing flavor, to the mainstream market.”

Additional Plant Krunch Bar flavors are set to follow, as Christiansen noted that the segment will be “a significant portion of our business in the future.”

“What we learned from our core MCT Collagen bars is that we needed to have a little bit more texture, [and] there is also a rapidly growing consumer demand for plant-based products,” said Christensen. “Within the plant-based category, many bars are loaded with sugar, so we’ve found a way to be plant-based, all natural, and also low-sugar at the same time. Moving forward, we also plan to launch additional flavors under the Plant Krunch Bar line, which is going to be a significant portion of our business in the future.”

The keto diet market is projected to continue steadily growing, 5.3% to over $12.35 billion by 2027, alongside the growth of the plant-based food market, which is expected to grow almost 12% to ​​$79 billion by 2028. According to the Paleo Foundation, there’s a significant “opportunity gap” for a merger between plant-based and keto-friendly CPG products. Highlighting that the two diets are often viewed on “opposing ends” of healthy eating, the foundation notes that there is significant consumer demand for meat-free protein products that are also low carb.

However, the brand hasn’t entirely abandoned its roots. Both the new line and its original Collagen Dessert Bar lineup share some common ingredients and callouts including a keto certification, gut-friendly function from chicory root fiber, low-net carbs, no added sugar and the inclusion of its hero ingredient, MCT oil, though placed a bit lower on the ingredient deck. As Christensen looks to build the brand and new product these attributes will continue to be core to NuSkool’s cause.

Additionally, NuSkool is looking to capitalize on Tebow’s support of the brand’s origin and ethos toward clean label and low sugar products as it broadens focus to offer snacks for all diets, announcing last week that he has invested in the company and been named Chief Mission Officer. According to Christensen, Tebow’s involvement is more than just another brand awareness initiative, driven through a celebrity partner. He explained that Tebow will be “doing the groundwork” and involved in expanding the brand’s retail presence, noting that he “has already had meetings with larger retailers,” and is working on creating marketing plans with retailers to accelerate those partnerships.

“I’ve tried to eliminate sugar from my diet for close to 20 years, and it’s been tough to stay fueled up with few trusted snack options readily available,” said Tebow. “NuSkool Snacks has made it easier and more enjoyable to eat on-the-go, and I’m so grateful to have the opportunity to work with Joe and his incredible team to make delicious, healthy, and low-sugar nutrition bars available to consumers everywhere. I’m excited to help NuSkool Snacks increase their retail presence and bring more options to more people through collaborative marketing campaigns.”

NuSkool’s full investor list features names like brother Jim, Jake and Jordan DeCicco of Kitu Life Super Coffee; Hayden Fulstone, co-founder of Liquid I.V.; and Jackie Fast, managing partner of Sandbox Studios. Fast will also be joining the NuSkool team as a board member and advisor.

“The future of marketing lies in value-add partnerships with the right talents, celebrities, and influencers, who can create impactful connections with the consumer,” Fast said. “As a trailblazer for this unique asset class, Sandbox Studios is proud to fuel the growth of NuSkool Snacks, undoubtedly a rising star in the wellness-focused snacking category, through our exciting partnership with Mr. Tebow.”

NuSkool’s growth comes as nutrition and breakfast-oriented bars are riding on a post-COVID rebound. The on-the-go snack category, which saw sales sharply decline when lockdowns went into place in 2020, was up 11% to $6.77 billion on a year-over-year basis as of January, according to IRI data. That rebound has been largely been driven by products with low-sugar, gut-friendly claims, according to IRI, and while granola bars have struggled to regain momentum, nutrition and protein focused options are leading the pack and expected to drive growth in the category through 2025.

“Although the overall nutrition bar category is crowded, it’s also quite fatigued, and those brands that have delivered low sugar options typically have off putting taste and texture and use sugar alcohols that can cause indigestion,” said Christensen. “These products also typically look clinical and dated – that’s why our focus for the NuSkool Snacks rebrand is making it fun, approachable and uncompromising on taste profiles without the sugar alcohols.”