Power Crunch
Power Crunch is a U.S. protein snack company selling wafer-style protein bars built on proprietary High-DH hydrolyzed whey protein, serving fitness enthusiasts, families, and health-conscious consumers through D2C e-commerce and retail, now owned by Ferrero Group.
- Company typePrivate
- Founded1996
- HeadquartersIrvine, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Power Crunch does
Power Crunch is a U.S.-based protein snack company founded in 1996 by Kevin Lawrence, a former college football player and world champion bodybuilder. The company specializes in wafer-style protein bars built on a proprietary High-DH hydrolyzed whey protein technology originally developed for infant nutrition, with zero sugar alcohols and low sugar content (4-8g per bar). Its product portfolio spans three core wafer lines — Original (12-14g protein), PRO (20g protein), and Kids (10-11g protein) — and has been extended into adjacent categories including savory Protein Crisps, Choklat gluten-free protein chocolate bars, and Proto Whey hydrolyzed whey protein powder.
The business operates a hybrid distribution model combining direct-to-consumer e-commerce through powercrunch.com with wholesale retail placement at Target, Walmart, and grocery chains across the U.S. and Canada. Revenue is generated through one-time e-commerce sales, a Subscribe & Save subscription program offering 15% recurring discounts, and volume bundle pricing (10-20% off for 3-5+ items). Marketing is product-led, emphasizing taste and texture differentiation, with store-locator functionality bridging online discovery to offline retail purchase.
Power Crunch was acquired by Ferrero Group on January 31, 2025 from Bio-Nutritional Research Group, Inc. and now operates as a subsidiary within Ferrero's North American portfolio, which includes Keebler, Butterfinger, CRUNCH, Famous Amos, and Wells Enterprises. The acquisition supports Ferrero's expansion into the better-for-you snacking category. Approximately 50 employees at the Irvine, California headquarters transitioned to Ferrero as part of the deal.
Power Crunch firmographics
Firmographics- Name
- Power Crunch
- Legal name
- Bio-Nutritional Research Group, Inc.
- Website
- https://powercrunch.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Power Crunch is a U.S. protein snack company selling wafer-style protein bars built on proprietary High-DH hydrolyzed whey protein, serving fitness enthusiasts, families, and health-conscious consumers through D2C e-commerce and retail, now owned by Ferrero Group.
- Ownership category
- akta.pro rank
Power Crunch industry classification
Industry- Product category
- Protein Snacks
- NAICS
- Dairy Product Manufacturing (3115), Cookie and Cracker Manufacturing (311821)
- SIC
- Cookies & Crackers (2052), Dairy Products (2020)
- akta.pro primary industry
- Whey-Based Nutrition & Functional Blends (Sports, Medical, Infant/Young Child Premixes) (AFAHAGAI)
- akta.pro secondary industries
- Hydrolyzed Whey Proteins & Peptides Manufacturing (WPH, DH-controlled) (AFAHAGAH), Whey, Casein & Milk Protein Ingredient Manufacturing (AFAKAKAF), Dairy Protein Ingredients (Whey, Casein/Caseinates, Milk Protein Concentrates/Isolates) (AFAJAHAC)
Keywords
Where Power Crunch is headquartered
LocationHeadquarters
- HQ city
- Irvine
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Power Crunch business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales through powercrunch.com website. Products sold individually and in bundles. Subscription program offering 15% recurring discount drives repeat purchases.
- Retail Distribution: Wholesale distribution through retail partners including Target, Walmart, and grocery stores. Products available through physical retail locations across the United States.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Original Wafer Protein Bars - 12 bars |
| Unit Pricing | Pay-as-you-go | PRO High Protein Bars - 4 bars |
| Unit Pricing | Pay-as-you-go | Kids Protein Bars - 5 bars |
| Subscription | Monthly | Subscribe & Save Program |
| Unit Pricing | Pay-as-you-go | Volume Bundle Discounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Power Crunch product offering
Product offeringCore offering
Power Crunch manufactures and sells wafer-style protein snack bars built on High-DH hydrolyzed whey protein technology. The portfolio spans Original wafer bars (12-14g protein), PRO high-protein bars (20g protein), Kids bars (10-11g protein), Protein Crisps, Choklat gluten-free protein chocolate bars, and Proto Whey hydrolyzed whey protein powder. Products are sold direct-to-consumer via powercrunch.com with a Subscribe & Save subscription program and distributed through Target, Walmart, and grocery retailers across the United States.
Product overview
Power Crunch is a protein snack company offering wafer-style protein bars in three main lines: Original (12-14g protein), PRO (20g protein), and Kids (10-11g protein). The company also produces Protein Crisps (savory high-protein snacks), Choklat gluten-free protein chocolate bars, and Proto Whey hydrolyzed whey protein powder. Founded in 1996 by Kevin Lawrence, the company was acquired by Ferrero Group in January 2025. All products feature High-DH hydrolyzed whey protein and are marketed as better-for-you snacks with low sugar and no sugar alcohols. The company operates an e-commerce platform with direct-to-consumer subscription services and retail distribution.
Differentiator
Problem solved
Functional benefit
Brands
- Power Crunch PRO: High protein wafer bars with 20g of protein per bar, targeting fitness and bodybuilding consumers.
- Power Crunch KIDs
- Choklat
- Proto Whey
Products and services
- Original Wafer Protein Bars Original line of wafer-style protein bars with 12-14g of High-DH hydrolyzed whey protein per bar, zero sugar alcohols, and 4-8g of sugar, offered in multiple flavors including Chocolate Strawberry, Red Velvet, French Vanilla Crème, Cookies & Crème, Peanut Butter Fudge, Salted Caramel, S'mores, Peanut Butter Crème, Lemon Meringue, Strawberry Crème, and Triple Chocolate.
- PRO High Protein Bars High-protein wafer bars delivering 20g of High-DH hydrolyzed whey protein per bar with zero sugar alcohols, available in Peanut Butter Fudge, French Vanilla Crème, Strawberry Crème, and Chocolate Mint flavors, targeting fitness and bodybuilding consumers.
- Kids Protein Bars Kid-sized protein wafer bars with 10-11g of hydrolyzed whey protein, no sugar alcohols and no corn syrup, in kid-friendly flavors such as Birthday Cake, Chocolate Lava, Strawberry Shortcake, and S'mores.
- Protein Crisps High-protein crispy snacks offered in savory flavors including Cheddar, Salt and Vinegar, BBQ, and Hot and Spicy.
- Choklat Gluten-Free Protein Chocolate Bars Gluten-free protein chocolate bars in Milk Chocolate and Dark Chocolate varieties sold under the Power Crunch Choklat sub-brand.
- Proto Whey Hydrolyzed Whey Protein Powder Hydrolyzed whey protein powder line in Chocolate and Vanilla flavors built on the same High-DH hydrolyzed whey protein used in the wafer bars.
- Subscribe & Save Subscription Program Recurring-order subscription program offering 15% off every order plus free shipping on qualifying orders, with text and email notifications for delivery scheduling.
- Power Crunch Branded Merchandise Branded merchandise assortment including the Power Crunch Tumbler, Tote Bag, and Ogio Backpack.
Quantifiable outcome
- Original bars contain 13-14g protein with only 4-8g sugar and zero sugar alcohols
- +3 more outcomes
Companies that use Power Crunch
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Power Crunch technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Power Crunch partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ferrero GroupcoreFerrero Group completed acquisition of Power Crunch from Bio-Nutritional Research Group, Inc. on January 31, 2025. Transaction supports Ferrero's expansion into better-for-you snacking category, adding a recognized protein bar brand to its portfolio alongside existing acquisitions including FULFIL, Eat Natural, Butterfinger, Baby Ruth, CRUNCH, Keebler, Famous Amos, Mother's, and Wells Enterprises. Power Crunch's approximately 50 employees at Irvine, California joined Ferrero's North American operations.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Power Crunch competitors and assessment
Company assessmentDirect peers
- Premier Protein: Premier Protein (BellRing Brands) is a major player in protein products including bars and ready-to-drink shakes. Comparable to Power Crunch across protein ingredient sourcing, mass-market retail distribution, and overlapping customer segments (fitness, meal replacement), though Premier Protein's shake line is broader than Power Crunch's bar-only offering.
- RXBAR: RXBAR, owned by Mars Inc., is a clean-label protein bar brand emphasizing simple ingredients and high protein. Comparable to Power Crunch across better-for-you positioning, retail distribution at Target/Walmart, and DTC subscription offerings, with similar mid-tier protein content (12g per bar).
- Barebells: Barebells (by Food for Progress) is a protein bar brand popular in Europe and increasingly in North America, featuring 20g protein and zero added sugar. Comparable to Power Crunch on high-protein positioning, European heritage, and target fitness demographic; however, Barebells is currently a stronger brand presence in EMEA markets.
- Built Bar: Built Bar is a protein bar brand emphasizing soft texture and clean ingredients with high protein content per bar. Comparable to Power Crunch on better-for-you positioning, broad flavor variety, and direct-to-consumer e-commerce focus, targeting the same health-conscious consumer base.
- Quest Nutrition: Quest Nutrition is a leading protein bar brand offering high-protein, low-sugar bars (typically 20g+ protein) sold through DTC e-commerce and major US retailers. Directly comparable to Power Crunch in target customer (fitness enthusiasts), product format (protein bars), and distribution model (DTC + retail), making it the closest category competitor.
- Optimum Nutrition: Optimum Nutrition (Glanbia) is a major sports nutrition brand producing protein powders, bars, and supplements. Particularly relevant as a peer to Power Crunch's Proto Whey hydrolyzed whey protein powder line, with comparable premium whey-based sports nutrition positioning and overlap on serious athlete/fitness customer base.
- ONE Brands (Clif Bar & Company): ONE Brands produces high-protein (20g) low-sugar bars under Clif Bar & Company (Mondelez). Directly comparable to Power Crunch PRO line on protein content, target fitness demographic, and retail distribution scale, positioning it as a head-to-head competitor in the high-protein bar segment.
Broad incumbents
- Eat Natural: Eat Natural is a UK-based better-for-you snack bar brand owned by Ferrero Group. Comparable as another Ferrero-owned protein/snack bar peer in the same portfolio, with similar better-for-you positioning and overlap in the protein snacking consumer segment, though Eat Natural skews more toward nut/oat bars than pure protein.
- Clif Bar & Company: Clif Bar & Company (owned by Mondelez International) is a major energy and nutrition bar producer with broad retail distribution. Comparable as a broader incumbent in the nutrition/snack bar category with overlap on protein-enhanced products (CLIF Builders, ONE) and Target/Walmart shelf presence alongside Power Crunch.
- FULFIL: FULFIL is a protein bar brand also owned by Ferrero Group following its 2022 acquisition. Highly relevant as a portfolio peer because it is now a sister brand to Power Crunch within Ferrero's better-for-you snacking portfolio, with overlapping better-for-you positioning and protein bar format.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Power Crunch social profiles
Digital presencePower Crunch financial estimates
Financial estimateRevenue estimate
Valuation estimate
Power Crunch leadership team
Management profileNumber of profiles
Profiles1 record
Power Crunch funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Power Crunch 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 Power Crunch
What does Power Crunch do?
Power Crunch manufactures and sells wafer-style protein snack bars built on High-DH hydrolyzed whey protein technology. The portfolio spans Original wafer bars (12-14g protein), PRO high-protein bars (20g protein), Kids bars (10-11g protein), Protein Crisps, Choklat gluten-free protein chocolate bars, and Proto Whey hydrolyzed whey protein powder. Products are sold direct-to-consumer via powercrunch.com with a Subscribe & Save subscription program and distributed through Target, Walmart, and grocery retailers across the United States.
Is Power Crunch a public or private company?
Power Crunch is a private company. It is classified as corporate owned and is currently operating.
When was Power Crunch founded?
Power Crunch was founded in 1996. It employs 251 to 500 people.
Where is Power Crunch based?
Power Crunch is headquartered in Irvine, United States, in the North America region.
How does Power Crunch make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are Power Crunch's main competitors?
Direct peers on record are Premier Protein, RXBAR, Barebells, Built Bar, Quest Nutrition, Optimum Nutrition and ONE Brands (Clif Bar & Company). Broad incumbents are Eat Natural, Clif Bar & Company and FULFIL.
Does Power Crunch have an API?
No public API is recorded for Power Crunch.
What industry is Power Crunch in?
Power Crunch's product category is Protein Snacks. Its primary akta.pro industry code is AFAHAGAI, Whey-Based Nutrition & Functional Blends (Sports, Medical, Infant/Young Child Premixes), with a secondary code of AFAHAGAH, Hydrolyzed Whey Proteins & Peptides Manufacturing (WPH, DH-controlled). Its NAICS code is 3115 and its SIC code is 2052.