PRIMA's New Peanut Butter Bar Uses Beef Tallow. It Also Has 12g Added Sugar.

Peanut butter, the ancestral way

Peanut butter protein bars are everywhere. A peanut butter bar made with beef fat is not.

PRIMA calls itself the first “ancestral protein bar.” That’s its own label.

What's in it

Per PRIMA’s October 22 release, each 57-gram bar has:

The sweetness comes from organic raw honey, coconut nectar and coconut sugar. The fat comes from grass-fed beef tallow. PRIMA says there are no seed oils, sugar alcohols or artificial sweeteners, and 12 ingredients total. The bars are Seed Oil Free Certified and Glyphosate Residue Free Certified, per the company.

No seed oils, no sugar alcohols. Still 12 grams of added sugar.The WellWham perspective

Price and where to buy

The suggested price is $3.69 a bar or $27.93 a box. Peanut Butter went live on eatprima.com on October 22, hits Kroger on November 7 and Sprouts on December 14. It joins Cacao, Cookie Dough, Mocha, Salted Caramel and Mint Chip. PRIMA says it’s the top-selling protein bar at Sprouts and Erewhon. That’s the company’s claim.

Our read: the seed-oil fight moves to the snack aisle

This is our analysis. Avoiding seed oils has gone from a niche online stance to a label claim big retailers carry. Erewhon has leaned into it, and PRIMA is riding the same wave with tallow. A Kroger rollout is a sign this is reaching mainstream grocery beyond premium stores.

The reality check

“No seed oils” and “grass-fed” don’t make a bar low in sugar. Twelve grams of added sugar is 48 calories. The American Heart Association suggests most women keep added sugar to about 100 calories a day and most men to about 150, so one bar is roughly half the women’s limit and a third of the men’s. The AHA counts honey as a form of sugar, and coconut sugar is sugar too. With 1 gram of fiber, this is closer to a treat with protein than a health food.

The close

Beef tallow, peanuts and honey in one wrapper.

Read the sugar line before you stock up.

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