The Better Bar
The Better Bar is a Portland, Oregon-based direct-to-consumer food brand founded in 2013, selling a single line of raw-pressed, allergen-free, organic OG Goji energy bars direct to health-conscious consumers, athletes, and food-allergy sufferers through Shopify DTC, subscriptions, and US retail stores.
- Company typePrivate
- Founded2013
- HeadquartersPortland, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Better Bar does
The Better Bar is a Portland, Oregon-based direct-to-consumer food brand that sells a single line of raw-pressed, allergen-free energy bars under the OG Goji Better Bar name. The company was founded in 2013 by Brody Durant after he identified the digestive and energy benefits of popped quinoa during a 20,000ft hike in Peru; the bars are hand-pressed without heat to preserve natural enzymes, nutrients, and flavors that conventional heat-processed bars lose. The product is 100% natural, non-GMO, organic, vegan, gluten-free, and free from all eight major allergens, with single-origin dark chocolate used in the dipped variant and plastic-free, fully compostable packaging. Core technology is the raw-pressing methodology combined with a proprietary allergen-free superfood blend (goji berries, popped quinoa, blueberries, cranberries, pumpkin seeds, sunflower seeds); no patents or proprietary technical assets beyond this formulation and process are disclosed.
Revenue is generated primarily through one-time DTC e-commerce sales of 12-count and 24-count boxes priced at $35.95 and $67.95 respectively (original SKU), plus a monthly subscription offering (1-box or 2-box recurring with free shipping) managed via Seal Subscriptions on a Shopify storefront. A secondary merchandise line ('Be Better' T-shirt at $20) and omnichannel distribution through dozens of third-party retail stores across the United States and Portland-based local pickup supplement DTC revenue. Customer segments are horizontal and persona-based: health-conscious consumers, athletes and active individuals, and food-allergy sufferers, with no enterprise or institutional buyers identified. The company is privately held, founder-led, appears bootstrapped with no disclosed institutional capital, and operates with an 11-50 employee footprint.
The Better Bar firmographics
Firmographics- Name
- The Better Bar
- Legal name
- The Better Bar
- Website
- https://thebetterbar.co
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Better Bar is a Portland, Oregon-based direct-to-consumer food brand founded in 2013, selling a single line of raw-pressed, allergen-free, organic OG Goji energy bars direct to health-conscious consumers, athletes, and food-allergy sufferers through Shopify DTC, subscriptions, and US retail stores.
- Ownership category
- akta.pro rank
The Better Bar industry classification
Industry- Product category
- Organic Energy Bars
- NAICS
- Other Specialty Food Retailers (44529)
- akta.pro primary industry
- Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)
Keywords
Where The Better Bar is headquartered
LocationHeadquarters
- HQ city
- Portland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Better Bar business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Product Sales (One-time): Direct e-commerce sales of energy bars in various configurations (12-count and 24-count boxes) along with merchandise. Customers can purchase individual boxes or multiple boxes per order at varying price points.
- Subscription (Recurring): Monthly subscription model offering regular deliveries of 1 or 2 boxes per month with free shipping. Subscriptions can be modified or cancelled anytime.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | OG Goji Better Bar 12-count box |
| Unit Pricing | Monthly | OG Goji Better Bar 24-count box |
| Unit Pricing | Monthly | OG Goji Dipped Better Bar 12-count box |
| Unit Pricing | Monthly | OG Goji Dipped Better Bar 24-count box |
| Unit Pricing | Monthly | Mixed Better Bars 12-count box |
| Unit Pricing | Monthly | Mixed Better Bars 24-count box |
| Unit Pricing | Pay-as-you-go | Be Better T-shirt |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
The Better Bar product offering
Product offeringCore offering
The Better Bar manufactures and sells a single product line of raw-pressed, allergen-free superfood energy bars (the OG Goji Better Bar). Bars are hand-pressed without heat to preserve natural enzymes, nutrients, and flavor, are 100% natural, non-GMO, organic, vegan, and gluten-free, and free from all 8 major allergens. They are sold direct-to-consumer via the company's Shopify website in 12-count and 24-count boxes, available as one-time purchases or as a monthly recurring subscription, and are also distributed through U.S. retail stores.
Product overview
The Better Bar is a direct-to-consumer food brand selling a single product line of raw-pressed, allergen-free energy bars. The core product is the OG Goji Better Bar, offered in three varieties: Original (plain), Chocolate Dipped (enrobed in 70% dark chocolate), and Mixed (equal original and dipped). Each variety is available as a one-time purchase in 12-count (single box) or 24-count (two-box) pack, or via a monthly recurring subscription in 1-box or 2-box configurations. A branded Be Better T-shirt is also sold as merchandise. All bars are 100% natural, non-GMO, organic, vegan, and gluten-free, and are free from all 8 major allergens. Packaging is plastic-free and fully compostable.
Differentiator
Problem solved
Functional benefit
Products and services
- OG Goji Better Bar (Original) The flagship raw-pressed energy bar made from organic goji berries, quinoa, dried cranberries, dried blueberries, sunflower seeds, pumpkin seeds, and Jacobsen sea salt. Hand-pressed without heat to preserve natural enzymes and nutrients, it is 100% natural, non-GMO, organic, vegan, gluten-free, and free of all 8 major allergens. Sold to U.S. consumers in 12-count single boxes (~$35.95) and 24-count two-box packs (~$67.95) via the company's Shopify store, available as one-time purchases or monthly subscriptions.
- OG Goji Better Bar (Chocolate Dipped) The original OG Goji Better Bar enrobed in 70% fair-trade dark chocolate (Ranger Classic) made with organic cacao beans, organic cocoa butter, and organic sugar. Retains the flagship bar's raw-pressed, allergen-free, vegan, gluten-free, non-GMO, organic attributes. Sold to U.S. consumers in 12-count and 24-count box configurations via the Shopify store and retail partners.
- Mixed OG Goji Better Bars (Original + Chocolate Dipped) A mixed 12-count (or 24-count) box containing equal portions of the original OG Goji Better Bar and the chocolate-dipped variant, priced at $36.95 (12-count) and $68.95 (24-count). Sold to U.S. consumers who want both flavors in one order via the company's Shopify storefront and monthly subscription.
- Monthly Box Subscription A monthly recurring subscription that delivers one or two 12-count boxes of the OG Goji Better Bar (Original, Chocolate Dipped, or Mixed) to U.S. subscribers each month, with free shipping included. Subscriptions are configurable between a 1-box and a 2-box monthly cadence and can be modified or cancelled at any time via the order confirmation email link.
- Be Better T-shirt A black branded cotton t-shirt printed with the 'Be Better' slogan, available in sizes S through 2XL at $20.00 per shirt, sold individually as supporting merchandise through the company's Shopify store.
Quantifiable outcome
- 22 essential minerals and vitamins per serving
- +2 more outcomes
Companies that use The Better Bar
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
The Better Bar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature1 record
The Better Bar partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights5 records
The Better Bar competitors and assessment
Company assessmentDirect peers
- KIND Snacks: One of the largest better-for-you snack bar brands with a broad portfolio of fruit-and-nut, protein, and whole-grain bars; overlaps directly with Better Bar on natural, less-processed positioning and national retail distribution.
- GoMacro: Organic, vegan, gluten-free, and allergen-aware macrobiotic bar brand; very close peer given its comparable ingredient philosophy, certified allergen-free positioning, and similar price-point premium DTC model.
- Aloha: Organic, plant-based protein bar brand competing in the natural snack bar set; comparable on vegan, non-GMO, organic positioning and DTC-plus-retail go-to-market motion targeting health-conscious consumers.
- Thunderbird Real Food: Small-batch, allergen-free, paleo-friendly energy bar brand sold DTC and in natural retail; overlaps with Better Bar on top-8-allergen-free claims, clean ingredient deck, and endurance/athlete consumer use case.
- RXBAR: Protein snack bar brand built on a minimal-ingredient, clean-label platform; competes head-to-head with Better Bar for the same health-conscious, allergen-aware consumer purchasing premium natural bars through DTC and retail.
- No Bar: Allergen-free snack bar brand explicitly built around the 'free from top allergens' positioning; one of the closest direct comparisons to Better Bar on ingredient claims, target consumer (allergy families), and premium DTC pricing.
- Larabar: Minimal-ingredient fruit-and-nut bar brand owned by General Mills; competes in the same natural, simple-ingredient energy/snack bar category and shares distribution in natural and conventional grocery channels.
Others
- Simple Truth (Kroger private label): Kroger's natural and organic private-label brand offering allergen-free and better-for-you snack bars at lower price points; represents the channel and pricing pressure that Better Bar faces from scaled retail private label.
Emerging players
- Orgain: Organic nutrition brand with a protein/nutrition bar line alongside shakes and powders; partial overlap on better-for-you, organic, and clean-ingredient positioning while competing in broader functional nutrition.
Broad incumbents
- Clif Bar: Largest scale energy bar brand in the US (owned by Mondelez); broader portfolio than Better Bar but directly competes for the same athlete, outdoor, and active-lifestyle snack occasion at national retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
The Better Bar social profiles
Digital presenceThe Better Bar financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Better Bar leadership team
Management profileNumber of profiles
Profiles1 record
The Better Bar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Better Bar 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 The Better Bar
What does The Better Bar do?
The Better Bar manufactures and sells a single product line of raw-pressed, allergen-free superfood energy bars (the OG Goji Better Bar). Bars are hand-pressed without heat to preserve natural enzymes, nutrients, and flavor, are 100% natural, non-GMO, organic, vegan, and gluten-free, and free from all 8 major allergens. They are sold direct-to-consumer via the company's Shopify website in 12-count and 24-count boxes, available as one-time purchases or as a monthly recurring subscription, and are also distributed through U.S. retail stores.
Is The Better Bar a public or private company?
The Better Bar is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Better Bar founded?
The Better Bar was founded in 2013. It employs 11 to 50 people.
Where is The Better Bar based?
The Better Bar is headquartered in Portland, United States, in the North America region.
How does The Better Bar make money?
Two revenue lines are on record. Product Sales (One-time) is the primary driver. The others are subscription (Recurring).
Who are The Better Bar's main competitors?
Direct peers on record are KIND Snacks, GoMacro, Aloha, Thunderbird Real Food, RXBAR, No Bar and Larabar. Simple Truth (Kroger private label) is listed as an others. Orgain is listed as an emerging player. Clif Bar is listed as a broad incumbent.
Does The Better Bar have an API?
No public API is recorded for The Better Bar.
What industry is The Better Bar in?
The Better Bar's product category is Organic Energy Bars. Its primary akta.pro industry code is CRADABAG, Snack Bars (Granola, Protein, Cereal Bars). Its NAICS code is 44529.