TRUBAR's First Snack That Isn't a Bar: Dessert Mini Rice Cakes at Walmart

From bar to bag

TRUBAR built its name on bars that taste like dessert.

Now it’s trying the same trick on rice cakes.

What's in the bag

Per TRUBAR’s October 27 release:

“This is a big moment for us because it’s our first step beyond bars, and we’re just getting started,” said Erica Groussman, TRUBAR’s founder and CEO.

TRUBAR says its bars are in more than 18,000 stores, including Costco, Whole Foods, Albertsons and Erewhon.

A dessert rice cake with protein is still a dessert rice cake.The WellWham perspective

Our read: protein keeps moving into new shapes

This is our analysis. Bar brands are stretching into bites, chips and now rice cakes, like IQBAR did with its protein bites. Rice cakes usually sell on being light and low-calorie. TRUBAR is betting shoppers also want dessert flavors and a little protein, at a Walmart price point.

The reality check

The nutrition numbers come from the brand. The release doesn’t list sugar per serving, so check the label before you treat it as a health food. Five grams of protein is a modest amount, closer to a snack boost than a meal. Prices are “approximately,” and the release doesn’t give a store count or date, so your local Walmart may not have it yet.

The close

TRUBAR built its name on bars.

Its next bite is a rice cake, drizzle included.

Sources