At TRUBAR, we believe that healthy eating shouldn’t feel like a compromise. Our founder, Erica Groussman, didn’t just want to create a hero protein bar—she aimed to revolutionize the way we think about snacks. Thanks to her vision and determination, TRUBAR has emerged as a game-changer in the health food world.
Inspiration Born from Personal Experience
The seeds for TRUBAR were planted in Erica's own family experiences. Growing up, she watched her mother try diet after diet, searching for a balance that seemed just out of reach. These diets were restrictive and far from enjoyable. When Erica started her own family, she was determined to create something that not only supported a healthy lifestyle but also brought joy and satisfaction. This vision led to the creation of TRUBAR—a protein bar that defies the stereotypes of bland health food.
TRUBAR: More Than Just a Protein Bar
Our protein bars are designed to be a treat—indulgent yet packed with clean, plant-based ingredients. Erica’s approach was simple: combine health with indulgence. The result? A snack you’d actually crave. Each TRUBAR is crafted without gluten, dairy, soy, sugar alcohols, or seed oils, proving that you can enjoy a delicious treat without any of the guilt.
From Vision to Reality
The journey from concept to a household name wasn’t easy. In the early days, Erica and her small team found themselves repacking bars just to meet demand. These moments, though challenging, shaped TRUBAR’s ethos. It taught us the importance of staying lean and agile, solving problems on the fly, and putting passion into every product we make.
Celebrated by Fans and Critics Alike
The turning point came when TV star and entrepreneur Bethenny Frankel tried and raved about TRUBAR on TikTok. Her genuine excitement was not just a testament to our product's quality but also a significant endorsement that echoed across social media. It was a validation of our hard work and a sign that TRUBAR was something special.
Looking Forward
Today, TRUBAR is recognized not just for what it is, but for what it represents—a rebellion against unhealthy, boring snacks. As we continue to grow and expand into new markets, our core mission remains the same: to provide a delicious, joyful experience with every bar. We’re not just making snacks; we’re setting a new standard for what healthy eating can be.
Visit Haute Living to read the full feature on our journey and discover why TRUBAR is more than just a protein bar—it’s a movement.
