Simply Better Brands Corp. (TSXV: SBBC, OTCQX: SBBCF), a Vancouver-based company specializing in plant-based protein products, has announced the nationwide rollout of its TRUBAR protein bars at select Target stores and online at target.com. This move further strengthens the company’s North American distribution network, following a year of significant growth in retail partnerships.
The TRUBAR lineup, which includes flavors such as “Oh Oh Cookie Dough,” “Daydreaming about Donuts,” and “Smother Fudger Peanut Butter,” is designed to offer consumers a convenient and healthy snacking option. Known for its clean ingredients and exceptional taste, TRUBAR aligns with Target’s focus on providing shoppers with fast, easy, and convenient solutions.
The addition of Target to Simply Better Brands’ distribution network is part of a broader strategy to expand its presence in high-growth consumer product categories. In 2024 alone, TRUBAR secured placement in over 15,000 new distribution points across North America, including major retailers like Walmart, Whole Foods Market, CVS Pharmacies, and Love’s Travel Stops. This expansion reflects the brand’s growing momentum in both grocery and convenience channels.
Erica Groussman, Co-Founder and CEO of TRUBAR, emphasized the importance of this partnership: “Target is an ideal retail partner for our ‘better for you’ protein bars. We are excited to introduce TRUBAR to Target customers who are seeking delicious and health-conscious snacking options.”
Simply Better Brands Corp. operates as a brand accelerator with diversified assets in plant-based nutrition and holistic wellness consumer products. The company focuses on delivering innovative offerings that appeal to health-conscious Millennials and Generation Z consumers. Its portfolio includes three main subsidiaries:
- TRU Brands Inc.: This subsidiary offers nutritious protein bars sold online and through major retailers across North America. The TRUBAR product line prioritizes clean ingredients and exceptional taste while catering to modern consumer demands for convenience and health-focused options.
- PureKana: Specializing in hemp-derived CBD products such as gummies, tinctures, and topicals, PureKana supports wellness categories including weight loss, pain management, anxiety relief, and immune health. These products are distributed via e-commerce platforms and subscription models.
- No BS Skincare: A clean skincare brand offering plant-based solutions free from harmful chemicals like parabens, sulfates, or synthetic fragrances. No BS products are designed for environmentally conscious consumers seeking effective skincare alternatives.
Additionally, Simply Better Brands has expanded into weight-loss products with the launch of PureKana Keto Gummies, grape-flavored supplements designed to promote ketosis without strict dietary adherence, and continues to grow its presence in retail channels with brands like No BS Skincare now available in thousands of CVS stores nationwide.
The company employs an agile operating model that emphasizes partnerships with manufacturers, e-commerce platforms, fulfillment providers, and marketing partners rather than pursuing vertical integration. This approach allows Simply Better Brands to scale efficiently while maintaining tight control over expenses. By leveraging strategic relationships and focusing on innovation, the company has rapidly grown its revenues, from $15.6 million in 2021 to $65.4 million in 2022, and maintained strong gross margins across its portfolio.
Looking ahead, Simply Better Brands plans to integrate acquired brands into its operations while expanding its product offerings through retail channels and direct-to-consumer platforms. With a commitment to clean ingredients and sustainable health solutions, the company is positioned to capitalize on favorable trends in the wellness market.
Through initiatives like the nationwide rollout of TRUBAR at Target stores, Simply Better Brands continues to strengthen its foothold in the competitive consumer wellness industry while advancing its mission of redefining modern nutrition for informed consumers.
