FITCRUNCH

What FITCRUNCH does

FITCRUNCH (legal entity PERVINE FOODS, LLC) is a consumer packaged goods company that designs, markets, and distributes high-protein, low-sugar nutritional snacks. Founded in 2012 by celebrity chef Robert Irvine and headquartered at 500 7th Ave, 9th Floor, New York City, the company's portfolio centers on a proprietary 6-layer baked protein bar formulation delivering 16g of protein and 1-5g of sugar per serving. The product family spans baked snack-size bars (46g, $21.99-$29.99 per 9-count), 18-count value boxes ($36.99-$39.99), wafer protein bars (45g, $19.99 per 9-count), 18-serving protein powders ($38.99), and dipped protein brownies ($16.99 per 8-count), with all recipes developed and approved by chef Irvine.

FITCRUNCH operates a hybrid direct-to-consumer and omnichannel retail distribution model. Direct sales are conducted through the fitcrunch.com Shopify storefront; retail distribution covers more than 60 U.S. chains spanning mass merchants (Walmart, Target, Dollar General), club stores (Costco, Sam's Club, BJ's), grocery (Kroger, Safeway, Publix, Wegmans), convenience (7-Eleven, Circle K, Marathon), specialty (Vitamin Shoppe, GNC), and Amazon's global marketplace. Marketing investment spans cable TV and Connected TV commercials, organic and influencer-driven social media (notably with fitness personalities Corey Funk, Fik-Shun, and Dytto), Amazon marketplace optimization, and an email newsletter capture funnel. Target customers are segmented horizontally into Fitness Enthusiasts/Athletes and General Health-Conscious Consumers seeking high-protein snacking alternatives, with multiple Amazon #1 Hot New Release awards (2019-2021) and Bodybuilding.com/CSN industry awards (2015-2017) supporting brand credibility.

In November 2024, FITCRUNCH was acquired by 1440 Foods from Union Capital Associates, L.P. and its founders, with the founder and CEO transitioning to the CEO role at 1440 Foods. The transaction was framed around strengthening 1440 Foods' active nutrition portfolio, and FITCRUNCH continues to operate as an active brand subsidiary under new corporate ownership. Revenue is not publicly disclosed by the brand or the parent.

Name

FITCRUNCH

Legal name

PERVINE FOODS, LLC

Website

https://fitcrunch.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

FITCRUNCH (PERVINE FOODS, LLC), founded in 2012 by celebrity chef Robert Irvine, is a high-protein low-sugar CPG brand selling baked and wafer protein bars, powders, and brownies direct-to-consumer via fitcrunch.com and through 60+ U.S. retail chains. The brand was acquired by active-nutrition platform 1440 Foods in November 2024.

Ownership category

akta.pro rank

Product category

Protein Nutrition Bars & Active Nutrition Snacks

NAICS

Food Manufacturing (311), Cookie and Cracker Manufacturing (311821), Other Snack Food Manufacturing (311919)

SIC

Food And Kindred Products (2000), Bakery Products (2050), Cookies & Crackers (2052), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Health/Protein Snack Bars Manufacturing (AFAKAIAN)

akta.pro secondary industries

Protein Blends & Systems (Multi-Source Blends, Functional Protein Systems) (AFAJAHAJ), Dairy Protein Ingredients (Whey, Casein/Caseinates, Milk Protein Concentrates/Isolates) (AFAJAHAC)

Keywords

• High protein snacks
• Protein nutrition bars
• Protein powder supplements
• Fitness nutrition products
• Low sugar baked bars

Headquarters

HQ city

Bohemia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: FITCRUNCH generates revenue through direct online sales via fitcrunch.com, where consumers purchase products at listed retail prices. This direct-to-consumer channel provides margin control and customer relationship ownership.
2. Retail Distribution: Products are sold through major retail partners including Walmart, Amazon, Costco, Target, and over 60 additional retail chains. Revenue flows through wholesale relationships with these retailers.
3. Product Sales: Core revenue stream from selling protein bars (baked and wafer varieties), protein powders, and dipped protein brownies. Products are priced at $16.99-$39.99 per unit depending on size and type.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels5 records

Core offering

FITCRUNCH manufactures and sells a portfolio of high-protein, low-sugar nutrition products developed and approved by celebrity chef Robert Irvine. The offering spans three primary lines—Snack Size Baked Protein Bars (9ct, 46g bars with 16g protein and 1-5g sugar in flavors such as Chocolate Peanut Butter, Chocolate Brownie, Strawberry Strudel, Mint Chocolate Chip, Peanut Butter & Jelly, Chocolate Banana, Chocolate Chip Cookie Dough, Chocolate Coconut Almond, and Caramel Peanut), Wafer Protein Bars (9ct, 45g light and crunchy wafer bars), and Protein Powders (18-serving containers)—plus Dipped Protein Brownies.

Product overview

FITCRUNCH is a protein bar and nutritional supplement brand founded by celebrity chef Robert Irvine. The company offers a portfolio of high-protein, low-sugar products organized into three main categories: Baked Protein Bars (snack-size 46g bars in multiple flavors with 16g protein, 1-5g sugar, unique 6-layer baked texture), Wafer Protein Bars (45g wafer bars with 16g protein, light and crunchy texture), and Protein Powders (18-serving containers in various flavors). The brand also offers Dipped Protein Brownies. All products are developed and approved by chef Robert Irvine. The company was acquired by 1440 Foods in November 2024. Products are sold through major retail channels (Amazon, Walmart, Costco, Sam's Club, Target) and direct-to-consumer e-commerce.

Differentiator

Problem solved

Functional benefit

Products and services

• FITCRUNCH Snack Size Baked Protein Bars (9ct) Gluten-free, 6-layer baked high-protein snack bars (46g) delivering 16g protein and 1-5g sugar per bar across multiple dessert-inspired flavors, sold in 9-count boxes to fitness and health-conscious consumers.
• FITCRUNCH Flavor Lovers Baked Bar Variety Pack Multi-flavor variety pack of nine 46g FITCRUNCH baked protein bars covering the full flavor portfolio, sold as a single SKU for consumers who want a mixed selection in one box.
• FITCRUNCH Wafer Protein Bars (Vanilla Gelato, Chocolate Peanut Butter, Mint Chocolate Chip) Light, crunchy 45g wafer protein bars combining vanilla, chocolate, and mint flavor profiles with protein crisps and wafer layers, delivering 16g protein and 1-4g sugar per bar; not gluten-free.
• FITCRUNCH Wafer Protein Bar Variety Pack Multi-flavor variety pack of FITCRUNCH wafer protein bars sold as a single 9-count SKU with 16g protein and 1-4g sugar per bar.
• FITCRUNCH Protein Powder (Vanilla Milkshake, Chocolate Deluxe, Strawberry, Pumpkin Pie) 18-serving high-protein, low-sugar protein powder tubs across Vanilla Milkshake, Chocolate Deluxe, Strawberry, and Pumpkin Pie flavors, formulated Non-GMO, Soy-Free, and Gluten-Free for shakes and baking, priced at $38.99 per tub.
• FITCRUNCH Dipped Protein Brownies Chocolate confetti-dipped protein brownies containing protein crisps, sold as an 8-count package for high-protein snacking, extending FITCRUNCH beyond bars and powders.

Quantifiable outcome

• Amazon #1 New Release by Sales - Multiple years (Fall 2019, Spring 2019, Fall 2020, Fall 2021)
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• 1440 FoodscoreOthers · 1 November 20241440 Foods acquired FITCRUNCH from Union Capital Associates, L.P. and its founders. As part of the transaction, the founder and CEO of FITCRUNCH became the CEO of 1440 Foods. The acquisition aims to strengthen 1440 Foods' active nutrition portfolio.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Orgain: Orgain is a broader organic nutrition brand offering protein powders, bars, and shakes. It overlaps with FITCRUNCH's protein powder line and competes for the same better-for-you, health-conscious consumer base with a stronger organic/natural positioning.

Broad incumbents

• Premier Protein: Premier Protein is a mass-market protein brand (owned by BellRing Brands) selling shakes, bars, and powders. It overlaps with FITCRUNCH's protein powder product line and shares retail distribution at Walmart, Costco, and club stores, but focuses on RTD shakes as its hero product.
• MusclePharm: MusclePharm is a broader sports nutrition brand offering protein powders, bars, and supplements that overlap with FITCRUNCH's product portfolio. While FITCRUNCH specializes in protein bars/snacks, MusclePharm competes across the full active-nutrition stack in similar specialty retail (GNC, Vitamin Shoppe) and online channels.
• Power Bar: PowerBar is a legacy sports nutrition brand offering protein bars and energy products. It overlaps with FITCRUNCH's baked and wafer bar lines and competes in similar mass, grocery, and convenience retail channels with broader legacy distribution.
• GNC (proprietary protein bars): GNC is a major specialty retailer and brand owner that sells its own line of protein bars and supplements, competing with FITCRUNCH's products both on its own retail shelves (Vitamin Shoppe/GNC channels) and in the broader supplement market.

Direct peers

• Quest Nutrition: Quest is the leading direct competitor in the high-protein, low-sugar bar category, offering protein bars, cookies, and powders with similar nutritional profiles. Both brands target fitness enthusiasts and compete for the same retail shelf space at Walmart, Costco, and Amazon.
• RXBAR (Post Holdings): RXBAR competes directly with FITCRUNCH in the protein bar category with a clean-ingredient, whole-food positioning (egg whites, dates, nuts). Both brands are widely distributed across mass and grocery channels and target health-conscious consumers seeking high-protein snacks.
• Barebells: Barebells is a Swedish protein bar brand offering coated, dessert-inspired protein bars in the same low-sugar, high-protein segment as FITCRUNCH. Both brands compete for health-conscious consumers across e-commerce, mass, and convenience channels.
• ONE Brands (The Hershey Company / IHA): ONE Brands offers protein bars with a similar low-sugar, high-protein profile (20g protein, 1g sugar) and competes head-to-head with FITCRUNCH across the same mass, club, and grocery retail channels, as well as Amazon.
• Built Bar: Built Bar is a direct-to-consumer-focused competitor offering soft-baked protein bars with high protein and low sugar, overlapping closely with FITCRUNCH's baked bar positioning. Both brands emphasize taste and macro profile to differentiate in a crowded category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FitCrunchBars
• YouTubeyoutube.com/@fitcrunchbars
• LinkedInlinkedin.com/company/pervine-foods-llc
• Facebookfacebook.com/FitCrunchBars

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FITCRUNCH