Walmart Moves ALOHA from Nutrition to Grocery in a Sign of What Shoppers Now Expect From Their Food

This month, ALOHA, the fastest-growing plant-based protein bar in the country, will shift from the nutrition aisle into the main grocery set in a national rollout at Walmart stores.

The move reflects where consumers are. Protein and fiber are no longer supplement territory. Shoppers increasingly expect the everyday food in their cart to deliver both. According to IFIC, 71% of U.S. consumers are actively trying to eat more protein and 64% more fiber, both up significantly from 2021, driving a protein bar category now worth over $24 billion in the U.S. and growing nearly three times faster than the total snack market. Yet most bars are only delivering half of what shoppers want. Mintel's 2026 U.S. Snack, Nutrition and Performance Bars report finds that while protein is a mainstay in many bars, fiber is not, and consumers want more of it, and more per bar. ALOHA delivers both: 14 grams of protein and up to 10 grams of fiber, from whole food ingredients, with nothing artificial.

“For years, protein bars were engineered to hit a number on the label. We took a different approach: real ingredients, real nutrition, nothing artificial. Consumers have been voting for that with their wallets for a while now. Walmart's grocery aisle is the next proof point for us,” said Brad Charron, CEO of ALOHA.

Five flavors will roll out in the grocery set across approximately 2,000 Walmart stores in five-pack boxes: Peanut Butter Cup, ALOHA's top-selling flavor; Chocolate Chip Cookie Dough, the brand's second most popular; Peanut Butter Chocolate Chip; Coconut Chocolate Almond; and Oatmeal Chocolate Chip. All bars are USDA Certified Organic, gluten-free, soy-free, dairy-free, and free from artificial additives.

“Data and insights were leading indicators on this strategic shift for the brand. The Walmart Merchandising Teams across both Wellness and Grocery have been great partners and we are excited to bring ALOHA to even more Walmart shoppers in-store and online,” said Cristin Groce, VP Sales, The Bluebird Group.

Find ALOHA on Walmart.com and at a store near you.

About ALOHA

ALOHA is an employee-owned and operated company making simple, nutritious, plant-based food accessible to all. Its award-winning, USDA organic protein bars are packed with protein, amazingly low in sugar, and top-selling in the U.S. Natural Channel. As the fastest-growing protein bar nationwide, ALOHA earned spots on Inc.'s “Fastest Growing Brands” (2024, 2025) and Bain & Company’s “Insurgent Brands” (2025, 2026) lists. A certified B Corporation® and Climate Neutral Certified brand, ALOHA is committed to using business as a force for good. Find ALOHA products at Whole Foods, Walmart, Target, Kroger, Sprouts, and other major retailers, or online at Thrive Market, Amazon and aloha.com. Learn more at aloha.com and follow along @alohamoment.