Foothills Food Group

What Foothills Food Group does

Foothills Food Group, LLC ("FFG") is a privately held, Greenville, South Carolina-based manufacturer and distributor of Avalanche Bars, an all-natural, nut-free meal replacement protein bar. The company was founded in 2019 by George Buell and Megan Kelly for the purpose of acquiring and developing the Avalanche Bars brand, which originated in the early 2000s as a homemade solution for a competitive snowboarder with severe nut and legume allergies. Avalanche Bars are produced by hand in a 1,400 sq ft commercial kitchen at 1626B E. North Street, Greenville, using a base of rolled oats, flaxseed, sunflower kernels, and honey, with no added refined sugars. The product is offered in six flavors (Apple Cinnamon, Cherry Chocolate, Cranberry Pineapple, Blueberry Vanilla, Caramel Espresso, and Cinnamon Raisin), each at approximately 80g — roughly 50% larger than typical protein bars — and is manufactured in a 100% nut-free facility targeting allergen-sensitive consumers.

The company operates a direct-to-consumer business model, selling Avalanche Bars online through its own e-commerce storefront at avalanchebars.com and via the Amazon.com marketplace, with nationwide shipping across the United States. There are no wholesale, retail, or subscription channels disclosed in the data, and no pricing is publicly available. Two customer segments are addressed: active lifestyle consumers (primary) seeking convenient, all-natural meal replacement or snack options, and nut-allergy sufferers (secondary) requiring guaranteed nut-free protein supplementation. A registered brand identity covers the Avalanche Bars name, supporting the company's positioning in a category where the nut-free production environment functions as a credible differentiator.

In November 2021, SLG Investment Holdings, LLC — a Greenville-based business investor and management company — acquired a majority stake in FFG. SLG's founder and CEO, Trevor Gordon, concurrently serves as FFG's CMO. The co-founders, George Buell (Managing Partner, CEO and COO) and Megan Kelly (Partner, CXO), retain ownership stakes and operational roles, with Buell overseeing production and new product development and Kelly managing customer and vendor relationships. FFG is structured as an LLC domiciled in South Carolina, has 1-10 employees, has no disclosed funding rounds beyond the SLG transaction, and is currently classified as a single-product, micro-CPG operation with no public cap-table details.

Name

Foothills Food Group

Legal name

Foothills Food Group, LLC

Website

https://foothillsfoodgroup.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Foothills Food Group is a Greenville, SC-based manufacturer of Avalanche Bars, all-natural nut-free protein meal-replacement bars sold direct-to-consumer via its own e-commerce site and Amazon.com, serving active-lifestyle and nut-allergy consumers nationwide.

Ownership category

akta.pro rank

Product category

Protein Bars

NAICS

Sugar and Confectionery Product Manufacturing (3113), Other Specialty Food Retailers (44529), All Other Specialty Food Retailers (445298)

SIC

Bakery Products (2050), Sugar & Confectionery Products (2060)

akta.pro primary industry

Trail Nutrition & Outdoor Consumables Retail (CRAMAMAL)

Keywords

• Nut-free protein bars
• Protein bar manufacturing
• Meal replacement bars
• Allergen-free snacks
• Natural nutrition bars

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Protein Bar Sales: Revenue generated through direct sales of Avalanche Bars to consumers via company e-commerce and Amazon marketplace. One-time transactional purchases of physical food products.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Foothills Food Group is a manufacturer and direct-to-consumer distributor of Avalanche Bars, an all-natural, nut-free protein bar product line. The bars are hand-crafted in a 100% nut-free commercial kitchen in Greenville, SC using rolled oats, flaxseed, sunflower kernels, honey, butter, dried fruits, and protein powder, and are sold in six flavors at approximately 80g per bar (nearly 50% larger than standard protein bars). The company sells exclusively to individual consumers through its own Avalanchebars.com e-commerce site and Amazon.com.

Product overview

Foothills Food Group is a single-product company that manufactures and distributes Avalanche Bars. The company was founded in 2019 to acquire and grow the Avalanche Bars brand, which originated in the early 2000s. Avalanche Bars are all-natural, nut-free protein bars offered in six distinct flavors and sold directly through their e-commerce website and Amazon.com. There are no additional products, modules, or platform components—Avalanche Bars is the sole product offering.

Differentiator

Problem solved

Functional benefit

Brands

• Avalanche Bars: All-natural, nut-free meal replacement protein bars made with rolled oats, flaxseed, sunflower kernels, and honey. Available in six flavors: Apple Cinnamon, Cherry Chocolate, Cranberry Pineapple, Blueberry Vanilla, Caramel Espresso, and Cinnamon Raisin.

Products and services

• Avalanche Bars Hand-crafted, all-natural, nut-free protein bars made with oats, seeds, dried fruits, honey, butter, and protein powder. At nearly 80g per bar, they are approximately 50% larger than standard protein bars and serve as a meal substitute for active lifestyles. Produced in a 100% nut-free facility and sold to individual consumers in six flavors (Apple Cinnamon, Cherry Chocolate, Cranberry Pineapple, Blueberry Vanilla, Caramel Espresso, and Cinnamon Raisin) through Avalanchebars.com and Amazon.com.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Amazon.comcoreChannel Partner/ Reseller/ DistributorAmazon.com serves as a marketplace distribution channel for Avalanche Bars, enabling product availability to consumers across Amazon's platform with Prime shipping eligibility.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Clif Bar & Company: Established energy and protein bar brand (Mondelez-owned) with deep distribution in grocery, convenience, and outdoor channels; comparable to Avalanche in active-lifestyle positioning but with vastly greater scale and SKU breadth.
• Larabar (General Mills): Whole-food fruit-and-nut bar brand owned by General Mills with broad natural-foods retail penetration; comparable product format and clean-ingredient positioning to Avalanche Bars.
• KIND Snacks: Mass-market nutrition bar incumbent (Mars-owned) with broad nut-based and other bar SKUs in national retail; comparable category and consumer overlap with Avalanche Bars, but at vastly larger scale and broader portfolio.

Emerging players

• That's it. Minimal-ingredient fruit bar brand sold DTC and in natural channels; adjacent in clean-label, allergen-aware positioning, and comparable in scale to FFG.
• No Cow (D's Naturals): Plant-based, high-protein bar brand sold primarily DTC and through select retail — comparable size and stage to FFG, with a different nutritional angle (low sugar/dairy-free) but similar mid-stage growth profile.
• 88 Acres: Allergen-free snack and bar brand built around seed-based nutrition, comparable to Avalanche in addressing nut-allergy-conscious consumers with a clean ingredient story.
• Bobo's Oat Bars: Allergen-conscious oat-based baked bar brand with national natural-foods distribution; comparable DTC-plus-retail model and clean-label positioning to Avalanche Bars.
• Bonk Breaker: Athletic nutrition bar company targeting endurance athletes and active-lifestyle consumers — overlapping directly with Avalanche's trail/work/school use cases and protein-meal-substitute positioning.

Direct peers

• GoMacro: Allergen-conscious, plant-based macrobiotic nutrition bar maker that similarly targets health-conscious and allergy-sensitive consumers with clean-label bars sold DTC and through natural foods channels — directly comparable in positioning to Avalanche Bars.
• RXBAR (RX Nutrition): Whole-food protein bar brand originally built on a clean-ingredient, minimal-ingredient proposition and sold primarily DTC and at retail; a direct product and channel peer to Avalanche Bars in the natural protein-bar category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/foothills-foot-group-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Foothills Food Group