IQBAR's New Protein Bites Taste Like Cinnamon Rolls. They're Costco Exclusives.

Dessert flavors, snack-bar numbers

Cinnamon roll is not usually a flavor you find next to the word “protein.”

IQBAR is betting you’ll grab it anyway, if it’s in a giant bag at Costco.

What's new

IQBAR announced the flavors on October 22. Per the company, each bite has:

IQBAR says the bites are Clean Label Certified, Non-GMO Project Verified, Certified Vegan and Certified Gluten-Free. The release doesn’t name the vegan or gluten-free certifiers.

Bakery flavors, 1 gram of sugar. Read the rest of the label too.The WellWham perspective

Where to find them

The new flavors are Costco exclusives in 30-count variety packs. This is a regional rollout, in Texas, Los Angeles and the Pacific Northwest, not every Costco. Cookie Dough Chip is also on IQBAR.com in 10-count bags for a limited time. IQBAR didn’t share a price.

Protein Bites first launched in March 2026 with PB&J flavors, and IQBAR calls them its fastest-growing product line ever.

The brain claims

IQBAR adds magnesium, lion’s mane, vitamin E, MCTs and flavonoids, and says they “support focus, mental clarity, and sustained energy.” Those are the company’s claims. The release doesn’t cite a study on these bites.

Our read: protein is going full bakery

This is our analysis. Protein snacks used to taste like chalk and duty. Now they’re cinnamon rolls and cookie dough, with sugar numbers low enough to make the flavor feel like a loophole. It’s part of a bigger week for protein snacks, including Big Food’s push into bars and meat sticks. Costco variety packs are a smart way to get people to try flavors they’d never buy alone.

The reality check

Low sugar doesn’t make something a health food. At 100 calories a bite, a few handfuls from a 30-count bag adds up. Treat the focus claims as marketing, not science.

The close

A cinnamon roll with 1 gram of sugar.

Just don’t eat the whole Costco bag.

Sources