In Bloom: Influencer-Led Nutrition Brand Launches Protein Bar

Bloom Nutrition, a Los Angeles-based wellness brand, is branching out from powdered supplements by taking its first foray into the snack food category with the launch of Bloom Protein Bars.

For now, the brand has released the four SKUs (Blueberry Crumble, Raspberry Cheesecake, Peanut Butter Chocolate and Cookies & Cream) of protein bars in a limited-edition run as Bloom tests the market with the new products, but the brand is confident the bars will be a success.

Bloom Protein Bars contain 15 grams of whey-derived protein, 2 grams of sugar and under 200 calories each. The new products are available on Amazon and the brand’s website in single-flavor 12-packs for $29.99 or variety 12-packs for $32.99.

“When we noticed an increasing demand for Protein Bars in 2021, we immediately began the sampling process. After a year in the making, we perfected a recipe that’s high in protein, low in sugar, and delicious – a recipe we knew Bloomers would love,” said Lindsey McGovern, Bloom Nutrition’s director of special projects.

Founded in 2019 by mental health advocate and fitness entrepreneur Mari Llewellyn, Bloom Nutrition offers a variety of superfoods, hydration and protein powdered mixes as well as vitamins supplements. The lifestyle brand has emerged in part thanks to its viral popularity on social media and through a marketing strategy centered on a network of influencers. Llewellyn, who hosts the Pursuit of Wellness Podcast and developed the Slay fitness app, also has a strong social media presence, with over 1.6 million followers on Instagram and close to a quarter million followers on TikTok.

“Bloom Nutrition started as a result of my personal health and fitness transformation, and during my journey, I realized the true importance of getting enough daily protein in order to see progress,” Llewellyn said in the company press release.

The brand has secured partnerships with several major retailers in the past year. Last October, the brand announced it was entering 600+ Target stores nationwide. That was followed by the February launch of Bloom’s Mango and Berry varieties of Greens & Superfoods powders and Variety Stick Pack Boxes into nearly 1,800 Walmart locations.

The company has “bootstrapped” itself and self-funded all its growth with no plans to raise new capital, McGovern said.

Bloom’s strategy has been centered on a network of social media influencers on platforms like TikTok and Instagram. The brand recently had a Coachella activation complete with gift boxes of branded products, accessories and clothing items that the brand’s various influencers posted on social media sites during the two-week music festival.

This story has been updated to include comments from the company.