Probar
Probar (PROBAR LLC) is a privately held Salt Lake City-based plant-based nutrition company manufacturing and selling vegan, gluten-free energy bars, meal bars, protein bars, and energy chews via DTC, Amazon, wholesale, and national retail channels including Whole Foods and REI.
- Company typePrivate
- Founded2005
- HeadquartersSalt Lake City, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Probar does
Probar (PROBAR LLC) is a privately held, Salt Lake City-based plant-based nutrition company that manufactures and markets a portfolio of 100% plant-based energy bars, meal replacement bars, protein bars, and energy chews under the PROBAR® brand. Founded in Park City, Utah by Jeff Coleman and Art Eggertsen around 2005, the company has operated for approximately 20 years and sells four core product lines (GO Energy Bars, MEAL On-The-Go Bars, 20g Protein Bars, and BOLT Energy Chews) plus variety bundles, serving health-conscious active adults, outdoor enthusiasts, plant-based/vegan consumers, and fitness/sports athletes. All products carry Non-GMO Project Verified, GFCO gluten-free, USDA Organic, and SQF manufacturing certifications, and are positioned as clean-label, shelf-stable nutrition for on-the-go consumption.
Probar's core technology and manufacturing differentiation rests on a proprietary "blended, not baked" production process designed to preserve the nutritional integrity of whole-food ingredients (nuts, seeds, fruits) while producing a distinctive chewy texture. The company owns and operates its manufacturing facility at 190 N. Apollo Road in Salt Lake City, Utah, providing in-house control over production quality and supply chain transparency. Product pricing is unit-based at $23.99-$39.99 per 12-pack, with protein content ranging from 8-20g per serving depending on line.
Probar runs a multi-channel go-to-market combining direct-to-consumer e-commerce on theprobar.com (Shopify-hosted), Amazon marketplace with Subscribe & Save, wholesale distribution via the Faire B2B platform, and broad national retail penetration including Whole Foods, Natural Grocers, Albertsons/Safeway, REI Co-Op, Kroger subsidiaries Ralphs and Fred Meyer, Scheels, and National Co-Op Grocers, supplemented by foodservice channels (Canteen, Infra) and an ambassador/event sponsorship program. In a significant 2025 restructuring, Probar is transitioning its online checkout from its Shopify storefront to Amazon-only by November 13, 2025, signaling consolidation around the highest-reach digital channel. The company is founder-owned with no disclosed institutional capital or funding rounds.
Probar firmographics
Firmographics- Name
- Probar
- Legal name
- PROBAR LLC
- Website
- https://theprobar.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Probar (PROBAR LLC) is a privately held Salt Lake City-based plant-based nutrition company manufacturing and selling vegan, gluten-free energy bars, meal bars, protein bars, and energy chews via DTC, Amazon, wholesale, and national retail channels including Whole Foods and REI.
- Ownership category
- akta.pro rank
Probar industry classification
Industry- Product category
- Plant-Based Nutrition Bars
- NAICS
- Food Manufacturing (311)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Health/Protein Snack Bars Manufacturing (AFAKAIAN)
- akta.pro secondary industries
- Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG), Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
Keywords
Where Probar is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Probar business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: Revenue generated through direct sales of plant-based energy bars, meal replacement bars, protein bars, and energy chews via e-commerce (theprobar.com) and Amazon marketplace, with retail distribution through wholesale partnerships.
- Wholesale Distribution: B2B wholesale sales through Faire platform offering 60-day payment terms for eligible retailers, enabling distribution through pantry programs, college/university programs, professional sports organizations, gyms and training facilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | MEAL On-The-Go Bars 12-Pack |
| Unit Pricing | Pay-as-you-go | GO Energy Bars 12-Pack |
| Unit Pricing | Pay-as-you-go | 20g PROTEIN Bars 12-Pack |
| Unit Pricing | Pay-as-you-go | BOLT Energy Chews 12-Pack |
| Unit Pricing | Pay-as-you-go | Starter Pack Variety Box |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Probar product offering
Product offeringCore offering
PROBAR manufactures and sells plant-based nutrition bars and energy chews for active, outdoor, and health-conscious consumers. Its core SKUs include the GO Energy bar line, the MEAL "On-The-Go" meal-replacement bar line, the 20g Protein bar line, and the BOLT energy chew line, all made from whole-food plant-based ingredients using a proprietary blended-not-baked process at its in-house Salt Lake City facility.
Product overview
Probar offers a portfolio of plant-based food products for everyday adventures, primarily focused on nutrition bars and energy chews. The product lineup consists of four core product lines: GO Energy Bars (quick, lasting energy with 8-10g protein), MEAL On-The-Go Bars (nutrient-dense meal replacements with 8-12g protein in 12 flavors), 20g Protein Bars (high-protein bars for post-workout recovery), and BOLT Energy Chews (organic energy chews with B vitamins and electrolytes for athletes). These products are complemented by Variety Packs that bundle multiple product types together. All products are 100% plant-based, gluten-free certified, and Non-GMO Project Verified. The company manufactures in-house at their Salt Lake City, Utah facility.
Differentiator
Problem solved
Functional benefit
Products and services
- GO Energy Bars Plant-based energy bar line made with whole-food ingredients via the blended-not-baked process, positioned as long-lasting energy fuel for everyday use and outdoor/athletic activity; sold in individual bars and multi-packs via DTC, Amazon, and retail.
- MEAL On-The-Go Bars Plant-based meal-replacement bar line sold as a 12-count case and positioned as a portable, satisfying meal for active, on-the-go consumers; available via DTC, Amazon, and retail/wholesale channels.
- 20g Protein Bars Plant-based bar line delivering 20 grams of protein per bar for consumers seeking higher-protein, on-the-go plant-based nutrition; sold individually and in multi-packs across DTC, Amazon, and retail.
- BOLT Energy Chews Plant-based energy chew line positioned to "boost energy" for active and on-the-go consumers; sold in pouches/bags via DTC, Amazon, and retail/wholesale channels as a complement to PROBAR's bar lines.
- PROBAR Starter Pack (Variety Pack) Curated variety bundle of PROBAR bars and BOLT chews sold as a single SKU on the DTC site to drive trial, sampling, and repeat conversion across the product range.
Companies that use Probar
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Probar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Probar partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, major and minor.
- Whole FoodscoreNational grocery retail partner representing premium natural/organic channel; PROBAR products available at Whole Foods locations nationwide as part of plant-based and outdoor snack sections
- Natural GrocerscoreRegional natural grocery chain partner specializing in organic and natural products; provides retail distribution in western and midwestern US markets
- Albertsons/SafewaymajorMajor grocery retail chain providing widespread national distribution through Albertsons and Safeway banner stores
- REI Co-OpcoreOutdoor recreation retail cooperative serving hikers, climbers, cyclists, and outdoor enthusiasts; aligns with PROBAR's active lifestyle brand positioning
- National Co-Op GrocersminorCooperative buying organization representing independent natural food co-ops; provides access to regional cooperative grocery markets
- RalphsmajorKroger subsidiary operating grocery stores in southern California; provides regional retail distribution
- Fred MeyermajorKroger subsidiary operating hypermarkets in northwest US; provides regional retail distribution
- ScheelsminorOutdoor recreation and sporting goods retailer with stores across 13 states; serves outdoor enthusiast customer base
- Infra (Independent Restaurant Network)minorSpecialty food distribution network for independent restaurants; provides foodservice distribution channel
- CanteenminorAutomated retail and vending company; provides workplace and convenience retail distribution
- FairecoreB2B wholesale marketplace enabling PROBAR to reach independent retailers, pantry programs, college/university programs, professional sports organizations, and gyms with 60-day payment terms and first-order discounts
- AmazoncorePrimary online marketplace channel; PROBAR transitioning to Amazon-only checkout by November 13, 2025; offers Subscribe & Save for recurring purchases; integrated with Amazon's logistics and Prime delivery
- ShopifycoreE-commerce platform powering theprobar.com online store; provides payment processing, order management, and store customization; hosting relationship through 2025 transition
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Probar competitors and assessment
Company assessmentDirect peers
- Clif Bar: Energy and nutrition bar maker founded in the same Bay Area/outdoor-adjacent heritage as Probar. Direct competitor on energy, protein, and meal-replacement bars across grocery, outdoor retail, and Amazon.
- KIND Snacks: Better-for-you snack bar brand (now owned by Mars) competing directly with Probar in whole-food ingredient positioning, natural-channel distribution, and protein-bar adjacency.
- RXBAR: Clean-ingredient protein bar brand (Post Holdings) competing head-to-head with Probar's 20g Protein line in grocery and online, with overlapping plant-based and high-protein positioning.
- GoMacro: Certified vegan, organic, plant-based nutrition bar maker with comparable ingredient philosophy and mission-led positioning; directly competes in the natural channel and on Amazon.
- LÄRABAR: Whole-food, fruit-and-nut bar brand (General Mills) targeting the same health-conscious consumer as Probar with overlapping retail presence in Whole Foods and mainstream grocery.
- No Cow: Plant-based, dairy-free, high-protein bar brand that directly overlaps Probar's 20g Protein positioning and competes in fitness-oriented retail and e-commerce channels.
- NuGo Nutrition: Protein bar maker with both dairy- and plant-based lines; competes on protein content, athletic positioning, and natural-channel distribution similar to Probar's PROTEIN line.
- ONE Brands: High-protein bar brand (Hershey-owned) that competes with Probar's 20g Protein line on protein-per-bar claims and mainstream grocery shelf space.
Emerging players
- Orgain: Plant-based nutrition brand spanning protein bars, shakes, and powders with overlapping clean-label and on-the-go consumer base; adjacent competitor with broader format coverage.
- Vega: Plant-based nutrition brand (ADM-owned) offering protein bars, powders, and shakes with comparable vegan, clean-label positioning and athletic-lifestyle marketing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Probar social profiles
Digital presenceProbar compliance and trust
Trust signalCompliance4 records
Probar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Probar leadership team
Management profileNumber of profiles
Profiles1 record
Probar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Probar 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 Probar
What does Probar do?
PROBAR manufactures and sells plant-based nutrition bars and energy chews for active, outdoor, and health-conscious consumers. Its core SKUs include the GO Energy bar line, the MEAL "On-The-Go" meal-replacement bar line, the 20g Protein bar line, and the BOLT energy chew line, all made from whole-food plant-based ingredients using a proprietary blended-not-baked process at its in-house Salt Lake City facility.
Is Probar a public or private company?
Probar is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Probar founded?
Probar was founded in 2005. It employs 11 to 50 people.
Where is Probar based?
Probar is headquartered in Salt Lake City, United States, in the North America region.
How does Probar make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale Distribution.
Who are Probar's main competitors?
Direct peers on record are Clif Bar, KIND Snacks, RXBAR, GoMacro, LÄRABAR, No Cow, NuGo Nutrition and ONE Brands. Emerging players are Orgain and Vega.
Does Probar have an API?
No public API is recorded for Probar.
What industry is Probar in?
Probar's product category is Plant-Based Nutrition Bars. Its primary akta.pro industry code is AFAKAIAN, Health/Protein Snack Bars Manufacturing, with a secondary code of AFAKAJAG, Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks). Its NAICS code is 311 and its SIC code is 2090.