Pure Protein
Pure Protein is a U.S. high-protein consumer packaged goods brand owned by Nestlé, selling protein bars, protein snacks, whey powders, and ready-to-drink shakes through its own e-commerce site, Walmart, Amazon, and Costco, serving fitness enthusiasts and health-conscious consumers.
- Company typePrivate
- Founded-
- HeadquartersHolbrook, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pure Protein does
Pure Protein is a U.S. consumer packaged goods brand that develops and sells high-protein nutritional products, including protein bars, savory protein snacks (crackers and popped crisps), whey protein powders, and ready-to-drink protein shakes. Its product formulations center on whey protein isolate with 19-21g of protein per bar and low sugar content (often 5g or less), and the brand offers both gluten-free and indulgent flavor profiles across a portfolio of more than 20 bar SKUs and sub-lines such as AMMMAZE and Soft Baked. The brand also engages in co-branded licensing partnerships, notably Fruity PEBBLES and Cocoa PEBBLES bars with Post Consumer Brands and Frank's Red Hot Popped Crisps.
Pure Protein operates a direct-to-consumer e-commerce store at pureprotein.com, where the website, subscription management, and order fulfillment are operated by Mixt Solutions, LLC from Plain City, Ohio. The subscription model supports recurring deliveries, account editing, and order tracking, alongside one-time purchases. In parallel, the brand distributes through three major U.S. retail channels, Walmart, Amazon, and Costco, with Walmart repeatedly positioned as the primary retail partner and the launch venue for new co-branded SKUs.
The brand has been wholly owned by Nestlé since 2021, when Nestlé acquired The Bountiful Company for $5.75 billion and brought Pure Protein into its health and nutrition portfolio. Pure Protein serves two primary consumer segments: fitness enthusiasts and athletes seeking portable high-protein nutrition, and health-conscious general consumers seeking low-sugar protein snacks. Geographic operations are concentrated in North America (USA), with explicit restrictions on serving the European Union and European Economic Area.
Pure Protein firmographics
Firmographics- Name
- Pure Protein
- Legal name
- Pure Protein
- Website
- https://pureprotein.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Pure Protein is a U.S. high-protein consumer packaged goods brand owned by Nestlé, selling protein bars, protein snacks, whey powders, and ready-to-drink shakes through its own e-commerce site, Walmart, Amazon, and Costco, serving fitness enthusiasts and health-conscious consumers.
- Ownership category
- akta.pro rank
Pure Protein industry classification
Industry- Product category
- Sports Nutrition / Protein Supplements
- NAICS
- Dairy Product Manufacturing (3115), Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Bakery Products (2050), Dairy Products (2020)
- akta.pro primary industry
- Dairy Protein Ingredients (Whey, Casein/Caseinates, Milk Protein Concentrates/Isolates) (AFAJAHAC)
- akta.pro secondary industry
- Protein Blends & Systems (Multi-Source Blends, Functional Protein Systems) (AFAJAHAJ)
Keywords
Where Pure Protein is headquartered
LocationHeadquarters
- HQ city
- Holbrook
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Pure Protein business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Protein Product Sales: Direct sales of protein bars, snacks, powders, and ready-to-drink shakes through e-commerce and retail channels. Products sold in various pack sizes (4ct, 12ct) with one-time purchase options.
- Subscription/Recurring Revenue: Subscription model allowing customers to set up recurring deliveries with account management through the Pure Protein website. Customers can edit subscriptions, track orders, and manage delivery schedules.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Direct E-commerce with Subscription Option |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Pure Protein product offering
Product offeringCore offering
Pure Protein is a protein-focused nutrition brand that manufactures and sells protein bars, protein snacks (crackers and popped crisps), whey protein powders, and ready-to-drink protein shakes through direct-to-consumer e-commerce (pureprotein.com) and major retailers including Walmart, Amazon, and Costco. Products deliver 19-21g of protein per serving with 5g or less sugar, and include gluten-free options. The brand offers both one-time purchase and monthly subscription fulfillment for consumers.
Product overview
Pure Protein is a high-protein nutritional supplement brand offering four core product lines: protein bars (including Soft Baked, AMMMAZE, and classic varieties in flavors like Birthday Cake, Chocolate Deluxe, and Fruity PEBBLES), protein snacks (crackers and popped crisps in savory and sweet flavors), protein powders (100% Whey Protein and All-in-One formulas in chocolate and vanilla), and ready-to-drink protein shakes (Complete Protein Shakes in various flavors). The brand is owned by Nestlé's subsidiary The Bountiful Company and operated online via Mixt Solutions, LLC, with products sold through pureprotein.com, Amazon, Walmart, and Costco.
Differentiator
Problem solved
Functional benefit
Products and services
- Soft Baked Protein Bars Variety Pack
Companies that use Pure Protein
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Pure Protein technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Pure Protein partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, flagship and minor.
- Mixt Solutions, LLCcoreMixt Solutions operates the Pure Protein e-commerce website (pureprotein.com). They handle order processing, customer service, shipping, and website operations. Contact: 8493 Rausch Drive, Plain City OH 43064, [email protected]
- Post Consumer BrandsflagshipLicensing partnership for Fruity PEBBLES and Cocoa PEBBLES cereal brands in protein bar format. Products launched at Walmart in September 2025 featuring nostalgic cereal milk flavors.
- Franks Red HotcoreCo-branded Frank's Red Hot Popped Crisps product line. Collaboration to create spicy protein snack targeting game day and flavor-seeking consumers.
- 1440 FoodsminorEmail support domain ([email protected]) suggests 1440 Foods may be associated with Pure Protein operations or parent company structure. Specific relationship not fully disclosed.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Pure Protein competitors and assessment
Company assessmentDirect peers
- Quest Nutrition: Quest Nutrition is a leading protein bar and shake brand with comparable high-protein, low-sugar positioning across bars, powders, and RTD shakes sold through mass retail and DTC channels.
- RXBAR: RXBAR, now owned by Mars/Kellanova, sells clean-ingredient protein bars with similar nutritional positioning, distributed through grocery, mass, and DTC channels competing head-to-head with Pure Protein.
- Premier Protein: Premier Protein is a direct competitor across RTD protein shakes and protein bars with overlapping retail placement at Walmart, Costco, and Amazon and similar high-protein consumer positioning.
- ONE Brands (1UP Brands): ONE Brands is a protein bar specialist competing directly on low-sugar, high-protein positioning with broad flavor variety and similar mass-retail distribution strategy.
- Built Bar: Built Bar sells high-protein, low-sugar bars with a comparable indulgent flavor portfolio and DTC-heavy marketing approach targeting fitness and active-lifestyle consumers.
- Orgain: Orgain competes across protein powders, RTD shakes, and bars with comparable clean-label and high-protein positioning in the same health-conscious consumer segment.
- Optimum Nutrition (ON): Optimum Nutrition is a leading whey protein powder brand with direct overlap on Pure Protein's powder line and a shared fitness-oriented consumer base across specialty and mass retail.
Broad incumbents
- Clif Bar: Clif Bar, owned by Mondelez, is a broad-incumbent energy and protein bar brand with significantly wider category presence and grocery distribution that overlaps with Pure Protein's bar and snack lines.
- MuscleMilk: MuscleMilk, owned by Hormel, is a broader sports nutrition brand with protein powders and RTD shakes directly comparable to Pure Protein's protein powder and shake offerings.
- Dymatize Nutrition: Dymatize is a sports nutrition brand with comparable whey protein powders and bars targeting a partially overlapping consumer base of fitness and active-lifestyle buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Pure Protein social profiles
Digital presencePure Protein financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Protein leadership team
Management profileNumber of profiles
Profiles1 record
Pure Protein funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Protein M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pure Protein
What does Pure Protein do?
Pure Protein is a protein-focused nutrition brand that manufactures and sells protein bars, protein snacks (crackers and popped crisps), whey protein powders, and ready-to-drink protein shakes through direct-to-consumer e-commerce (pureprotein.com) and major retailers including Walmart, Amazon, and Costco. Products deliver 19-21g of protein per serving with 5g or less sugar, and include gluten-free options. The brand offers both one-time purchase and monthly subscription fulfillment for consumers.
Is Pure Protein a public or private company?
Pure Protein is a private company. It is classified as corporate owned and is currently operating.
When was Pure Protein founded?
Pure Protein was founded in -1.
Where is Pure Protein based?
Pure Protein is headquartered in Holbrook, United States, in the North America region.
How does Pure Protein make money?
Two revenue lines are on record. Protein Product Sales are the primary driver. The others are subscription/Recurring Revenue.
Who are Pure Protein's main competitors?
Direct peers on record are Quest Nutrition, RXBAR, Premier Protein, ONE Brands (1UP Brands), Built Bar, Orgain and Optimum Nutrition (ON). Broad incumbents are Clif Bar, MuscleMilk and Dymatize Nutrition.
Does Pure Protein have an API?
No public API is recorded for Pure Protein.
What industry is Pure Protein in?
Pure Protein's product category is Sports Nutrition / Protein Supplements. Its primary akta.pro industry code is AFAJAHAC, Dairy Protein Ingredients (Whey, Casein/Caseinates, Milk Protein Concentrates/Isolates), with a secondary code of AFAJAHAJ, Protein Blends & Systems (Multi-Source Blends, Functional Protein Systems). Its NAICS code is 3115 and its SIC code is 2090.