The new line raises the standards on protein bars, delivering 18g of plant protein and 12g of fiber in bold, dessert-inspired flavors

MIAMI, FL (October 6, 2026) TRUBAR, the female-founded brand known for its 100% plant-based, gluten-free, dairy-free, soy-free, sugar alcohol-free and seed oil-free protein bars, today announced the launch of TRUBAR PRO, a new line of high-protein bars built for people who demand more from their nutrition without compromising on flavor or clean ingredients. Each bar delivers 18 grams of plant protein and 12 grams of fiber in the bold, dessert-inspired flavors TRUBAR is known for.

For years, consumers have been forced to choose between what they want and what they're willing to settle for. Better macros often meant questionable ingredients, while cleaner formulas came with a chalky taste. TRUBAR is raising the standards. 

According to the International Food Information Council's 2025 Food & Health Survey, 71% of Americans are actively trying to consume protein, up from 59% in 2022. Fiber is close behind: 64% now seek it out, up from 54% just a year earlier. Yet roughly 95% of Americans still fall short of recommended fiber intake. TRUBAR PRO was built to end the trade-off, bringing high protein, fiber, clean ingredients and great taste together in one bar.

Each TRUBAR PRO bar offers:

• 18 grams of plant protein: Made with brown rice and pea protein for a clean-label, easy-to-digest protein source.

• Fiber that delivers: 12 grams of fiber per bar, a meaningful boost of the nutrient most Americans fall short on.

• Sweetened with monk fruit: A cleaner alternative to artificial sweeteners.

• Clean ingredients: Free from gluten, dairy, soy, sugar alcohols and seed oils.

TRUBAR PRO is available in three flavors:

• Chocolate PeaNUT Job: A rich, fudgy peanut butter chocolate bar

• Caramel But Make It Salty: Rich caramel balanced by a hint of sea salt

• Cake It Till You Make It: A creamy vanilla cake flavor
  
  

"We believe consumers shouldn't have to choose between the nutrition they want, the ingredients they feel good about and the taste they actually crave," said Erica Groussman, Founder and CEO of TRUBAR. "We created TRUBAR PRO to raise the standard for what a protein bar can be: 18 grams of plant protein, 12 grams of fiber and clean ingredients, all wrapped up in the bold, dessert-inspired flavors our community loves. It's the bar I want in my bag after a workout, and it still tastes like dessert."

TRUBAR PRO is made for today's lifestyle athletes, who are performance-minded but not performance-obsessed. Whether they're strength training, joining a run club, taking Pilates or working out at home, they care about what goes into their food and want protein, fiber and great taste in one place. With an audience nearly evenly split between men and women, TRUBAR PRO also expands the brand's reach beyond its core line.

TRUBAR PRO launches in nearly 2,000 stores across six retailers, including Target, CVS, Wegmans, Big Y, Lowe's Grocery and Fresh Thyme. The line will continue rolling out to Sheetz and Giant Company in November and to Aldi in January 2027, bringing TRUBAR PRO to more than 5,600 stores nationwide, with expanded distribution planned for early 2027. The full collection is also available at TRUBAR.com and on Amazon.

Media Contact:

trubar@abmc-us.com

Sources

• International Food Information Council, 2025 Food & Health Survey (protein and fiber consumption)

• Quagliani, D. & Felt-Gunderson, P., "Closing America's Fiber Intake Gap," American Journal of Lifestyle Medicine, 2017 (95% fall short on fiber)