TRUBAR Inc. (TSXV: TRBR, OTCQX: TRBRF), a company known for its plant-based protein snacks made with clean and recognizable ingredients, recently shared a corporate update that highlights notable developments in its business and legal affairs. The company continues to grow its presence across major retail channels, advance new product launches, and settle past business matters to focus on its core snacking brand.
The latest business momentum comes from several fronts. TRUBAR has partnered with Universal Products & Experiences to release a limited-edition, co-branded snack box tied to the upcoming movie Wicked: For Good, set for release November 21. This five-bar set will debut online next week and hit over 3,900 retail stores including Target, Albertsons, and Safeway starting the beginning of November. This collaboration gives the brand timely visibility associated with a major entertainment release and access to a broad audience.
On the innovation front, TRUBAR Kids, a line of allergy-friendly and nut-free bars designed for children, is receiving strong traction after its initial test market launch. Encouraged by solid retail interest and consumer response, a nationwide retail expansion is planned for 2026 targeting a fast-growing and underserved niche in the snacking market.
Distribution growth continues as well. Since its national launch earlier this year, TRUBAR bars can now be found in 1,600 Target stores, an increase of 500 locations since launch. The brand is also gaining significant share at Whole Foods, where it ranks among the top five protein bar offerings. Additionally, the company is making steady gains at Love’s Travel Shops convenience stores, ranking in the top 10 protein bars as it overtakes legacy competitors.
TRUBAR’s CEO, Erica Groussman, expressed confidence in the brand’s rising strength and their team’s execution discipline. The company remains on track to hit its 2025 full-year net revenue guidance range of $65 million to $70 million. This target reflects ongoing efforts to scale operations while maintaining a profitable growth pathway.
On the corporate side, TRUBAR has entered into a settlement agreement with the bankruptcy estate trustee of PureKana, LLC. The company agreed to pay $3.15 million, covering the estate’s interest in TRUBAR’s former NO BS LLC operating segment. This settlement is subject to final approval by the U.S. Bankruptcy Court and will allow TRUBAR to exit noncore businesses. The move is expected to streamline the company’s portfolio and better focus resources on expanding the TRUBAR brand and creating shareholder value. Executive Chairman J.R. Kingsley Ward emphasized that closing this chapter provides the financial flexibility to pursue growth and monetization opportunities for the core business.
TRUBAR Inc. has seen rapid retail expansion, driven by partnerships with major chains and direct-to-consumer sales growth, positioning itself in a crowded but health-conscious snack bar market. Its strategy combines innovative plant-based products, marketing collaborations, and broad distribution to tap into evolving consumer preferences. Though operational costs and the competitive environment create challenges, the company’s projected EBITDA positivity by 2026 signals a commitment to balancing growth with profitability.
The corporate update paints a picture of a company actively managing its business mix while nurturing brand momentum. With the TRUBAR Kids line ready for a larger launch next year and ongoing retail gains, TRUBAR is likely deepen its footprint in North America’s competitive protein snack category.Â
