Snacks · Miami, Florida
TruBar
Plant-based protein bars that taste like dessert.
- Founded
- 2019
- Founded by
- Erica Groussman
- Based in
- Miami, Florida
Making it since
2019
Their story
Erica Groussman founded TRUBAR in Miami in 2019, wanting a protein bar that felt like a treat rather than a chore. The brand built its following on dessert-inspired flavors and a short, plant-based ingredient list.
It grew into one of the fastest-rising bars in the country, sold in more than 21,000 stores. In 2026 the Turkish snack company ETi Gıda acquired TRUBAR, with Groussman and her team staying on to lead it.
How it's made
TRUBAR bars are 100% plant-based and made without gluten, dairy, soy or sugar alcohols. Each bar is built around plant protein and clean ingredients, with flavors modeled on desserts like cookies and cake.
Our products, people, and values remain at the heart of everything we do.
Why we carry them
We keep TRUBAR around for an afternoon snack that satisfies a sweet tooth. It is a good pick for anyone avoiding dairy or gluten.
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