Trubar makes moves on expansion strategy

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Trubar makes moves on expansion strategy

30 Oct 2025

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

VANCOUVER, BC — Trubar Inc., the name behind plant-based protein product TRUBAR, provided an update following its recent business and corporate developments.

The company is building momentum on its growth strategy, expanding distribution and accelerating marketing efforts. These include its partnership with Universal Products and Experiences to launch an exclusive, co-branded snack ahead of Universal Pictures’ release of Wicked: For Good. The 5-count limited-edition box is available through Nov. 1 in more than 3,900 stores, including Target, Albertsons and Safeway.

Trubar’s Kid Line, a clean-ingredient snack bar line designed as a school-safe snack option, is set for a national retail launch in 2026. Additionally, TRUBARs are now available in 1,600 Target locations, an addition of 500 stores since the brand’s original launch.

“We’re very excited about these developments, which demonstrate the growing strength of the Trubar brand and the disciplined execution of our strategy,” said Erica Groussman, co-founder and CEO of Trubar. “We continue to focus on scaling our business for profitable growth and remain on track to deliver and reconfirm full year 2025 guidance for net revenue in the range of $65 million to $70 million.”

TRUBAR was also named a top five item in the protein bar category at Whole Foods Market and a top 10 item for Love’s Travel Shops in the c-store’s protein bar category.

The company also announced that it and certain affiliates have entered into a settlement agreement with Daniel E. Straffi, Chapter 7 Trustee for the bankruptcy estate of PureKana, LLC, to provide for mutual releases of Trubar and the trustee in connection with the estate. Under the terms of the settlement agreement, Trubar has agreed to pay the trustee $3.15 million inclusive of the estate’s interest in Trubar’s former NO BS LLC operating segment.

“We are pleased to reach this settlement agreement at a time when we have the financial flexibility to close this chapter, and we look forward to completing this final step in streamlining our portfolio by exiting non-core businesses,” said J.R. Kingsley Ward, Trubar’s executive chair. “This allows us to now turn our full attention and resources to scaling the growth of the TRUBAR brand and maximizing shareholder value, including pursuing opportunities to monetize the business at a future date.”

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