FROPRO Snacks Expands Whole Foods Market Footprint Nearly Sixfold Across the Nation

Husband-and-wife-led peanut butter snack bar brand, born from a story of sobriety, expands its reach across seven U.S. Whole Foods regions

FROPRO Snacks, the refrigerated peanut butter snack bar, today announced a major expansion into Whole Foods Market, growing from 70 stores to approximately 398 locations across seven regions: Florida, the South, Northeast, Mid-Atlantic, Midwest, Southwest and South Pacific.

The rollout features FROPRO Snacks' Birthday Cake, Salted Pistachio Crunch, Chocolate Chip Cookie Dough and Toasted Mallow flavors, with assortment varying by region. The Northeast and Southwest will carry Birthday Cake and Salted Pistachio Crunch, while the Mid-Atlantic, Midwest, South Pacific, South and Florida regions carry the full four-flavor lineup. Bars live in the refrigerated section, FROPRO Snacks' signature category position, though they're equally good at room temperature and on the go.

"Whole Foods gave us our first shot. They believed in our bar, but more importantly, they gave us the opportunity to share the story behind it," said Matt Williams, Founder of FROPRO Snacks. "FROPRO was built from my second chance through sobriety, and nearly a decade later, expanding to almost 400 Whole Foods stores feels like our own comeback story coming full circle."

In a category crowded with chalky, gym-first protein bars, FROPRO Snacks stands apart: a genuinely craveable peanut butter snack made with organic nut butter and plant-based protein, delivering 9–10g of protein per bar. Founder Matt Williams, sober since 2010, began crafting the bars in his kitchen during early sobriety; his wife, Chelsea Williams, co-founded the company and serves as CEO. The brand also creates jobs for people in sobriety and champions those working toward it, so every new store widens that impact.

Headquartered and made in house in Boca Raton, Florida, FROPRO Snacks is also sold through additional retailers and direct-to-consumer at gofropro.com. The expansion ranks among FROPRO Snacks' largest retail moments to date and underscores accelerating momentum for the fast-growing refrigerated snacking category.