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Functional snack brand IQBAR has broadened its active nutrition portfolio with the launch of three bakery-inspired varieties within its Protein Bites product platform: Cinnamon Roll, Cookies 'N' Creme, and Cookie Dough Chip.
Packaged in 30-count variety cartons, the line extensions are debuting exclusively across Costco club locations throughout Texas, Los Angeles, and the Pacific Northwest. To complement the physical wholesale rollout, the brand is offering the Cookie Dough Chip expression in 10-count standalone bags for a limited trading window via its direct-to-consumer digital storefront.
The commercial introduction marks the brand's latest effort to bridge functional macronutrient fortification with indulgent confectionery and bakery snacking profiles within high-volume warehouse club channels.
"Protein Bites have become our fastest-growing product line ever because people don't want to choose between a treat and real nutrition," said Will Nitze, Chief Executive Officer and Founder of IQBAR. "We packed functional ingredients into decadent flavours to not just satisfy a craving, but fuel consumers through their busy days."
Formulation and Brain-Body Nutrients
The Indulgent Protein Bites platform pairs a crunchy, confectionery-style coating with an unbaked dough core, engineering a dessert-like texture while maintaining controlled macronutrient parameters.
Each bite delivers 100 calories alongside a clean-label nutritional deck:
🌿 Functional Macronutrients: Formulated to provide 5 grams of plant-based protein, 5 grams of dietary fibre, 1 gram of sugar, and 2 grams of net carbohydrates per individual piece.
🧠 Cognitive and Metabolic Actives: Fortified with magnesium, lion's mane mushroom extract, vitamin E, medium-chain triglycerides (MCTs), and dietary flavonoids to support cognitive focus and sustained metabolic energy.
The product line holds Clean Label Project certification, Non-GMO Project Verified status, Certified Gluten-Free verification, and Certified Vegan credentials. By pairing elevated dietary fibre and low net carbohydrates with plant protein, the formulation addresses expanding consumer interest in functional satiety without inducing rapid blood-glucose spikes.
Bakery-Inspired Flavour Profiles
The Costco-exclusive variety carton introduces three classic dessert and bakery flavour combinations:
🧁 Cinnamon Roll: Replicates the spiced bakery profile of glazed cinnamon pastries with a spiced dough core and sweet icing-style coating.
🍪 Cookies 'N' Creme: Pairs sweet cream confectionery notes with dark cocoa biscuit crumbs.
🍫 Cookie Dough Chip: Adapts traditional chocolate chip cookie dough flavours with chocolate inclusions encased in an indulgent outer layer.
Wholesale Expansion
The launch follows sustained commercial acceleration for the Protein Bites format since its initial retail debut in March 2026 with peanut-butter-and-jelly flavour profiles.
According to brand sales data, Protein Bites has become IQBAR's fastest-growing platform, securing national retail distribution across thousands of physical grocery and speciality doors over the past two quarters. The wholesale rollout follows a visual identity refresh across IQBAR's packaging and digital storefront, which elevated front-of-pack callouts for dietary fibre and plant protein.
Following the brand's packaging redesign across Costco warehouses earlier this summer, initial sales velocity tracked 88% above IQBAR's prior 2026 weekly baseline across its first two weeks on shelf. Merchandising the new 30-count format in regional club warehouses provides the manufacturer with high-turnover trial volume, supporting brand visibility among bulk-buying suburban households before evaluating wider single-serve grocery expansion.
IQBAR Indulgent Protein Bites are available across select Costco locations throughout Texas, Los Angeles, and the Pacific Northwest, with the Cookie Dough Chip variant available online at IQBAR.com while seasonal allocations last.
