Never Miss an Update!
Receive personalised weekly email newsletters with industry news curated just for you.
Plant-based nutrition brand TRUBAR has announced its first major platform extension outside its foundational protein bar portfolio with the launch of TRUBAR Drizzle, a line of dessert-inspired functional mini rice cakes.
The line extension debuts at Walmart nationwide, merchandised in both 4-ounce sharing bags carrying a suggested price of approximately $4.74 and a 10-count variety carton of 1-ounce single-serve pouches retailing at around $11.99. Each 1-ounce (approx. 28g) serving provides 5 grams of plant protein, 3 grams of dietary fibre, and 130 calories, finished with a confectionery-style sweet drizzle.
The launch marks the female-founded brand's transition from a single-format bar manufacturer into a diversified snacking platform, introducing functional macronutrients into an ambient category historically defined by low-calorie positioning rather than nutritional density.
"At TRUBAR, we've always believed that better-for-you snacking shouldn't mean sacrificing the flavours and experiences people love," said Erica Groussman, founder and Chief Executive Officer of TRUBAR. "With Drizzle, we saw an opportunity to take everything consumers already love about mini rice cakes and give it the TRUBAR treatment, delivering a snack that offers both indulgence and meaningful nutritional benefits. This is a big moment for us because it's our first step beyond bars, and we're just getting started."
Dessert-Inspired Flavours
The product build adapts traditional bakery and campfire profiles onto a puffed grain carrier, adhering to a clean-label, allergen-conscious ingredient deck:
🎂 Hey Shorty, It's Your Birthday Cake: A celebratory vanilla cake profile combining sweet, dessert-inspired glaze notes with crunchy puffed rice.
🍫 S'more to Love: A nostalgic campfire profile blending chocolatey drizzle, toasted marshmallow notes, and graham-cracker-style flavours.
🥐 Cinnamon Roll With It: Combines warm spiced cinnamon notes with a sweet bakery-inspired glaze finish.
The entire product lineup is formulated using 100% plant-based ingredients and manufactured free from seed oils, gluten, dairy, and sugar alcohols. By pairing 5g of protein with 3g of prebiotic dietary fibre per portion, the recipe delivers sustained satiety while circumventing the gastrointestinal intolerance frequently associated with synthetic polyols and sugar substitutes.
Retail Availability and Pack Formats
TRUBAR Drizzle is rolling out across Walmart stores nationwide in two primary pack architectures:
4-Ounce Sharing Bags: Available across all three launch flavours at an approximate retail price of $4.74 per bag.
10-Count Variety Pack: Contains individually portioned 1-ounce snack bags spanning the flavour range, priced at approximately $11.99.
Following its debut at Walmart, the brand plans to evaluate SKU performance and turn rates across both pack formats ahead of potential channel expansion into conventional supermarket multiples and speciality natural retailers.
Jimmy's Introduces Iced Cereal Milk and Black Forest Gateau Milkshakes
Taco Bell Partners with Salt & Straw to Launch Churro Ice Cream Taco
Pepsi Announces Pop-up Ice Cream Parlour Experience in Soho Featuring Ice Cream-Inspired Range
.jpeg)