B.T.R. Nation
B.T.R. Nation is a San Francisco-based functional snack company selling low-sugar, clean-label protein bars, crispy treats, and dark chocolate nut butter cups through DTC e-commerce and 800+ retail locations including Sprouts, Wegmans, and Whole Foods, serving health-conscious, diabetic, vegan, and keto consumers.
- Company typePrivate
- Founded2017
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What B.T.R. Nation does
B.T.R. Nation (legally Better Brownie Bites, LLC, dba B.T.R. NATION) is a San Francisco-based snack food company founded in 2017 by Ashley following her parents' diagnoses with rare cancers. The company produces low-sugar, clean-label functional snacks across four core product lines: Superfood Bars (7-9g plant protein, soft cookie-dough texture), PROTEIN+ High Protein Bars (15g plant protein, crunchy), Superfood Crispy Treats (honey-sweetened, 100 calories per treat), and Dark Chocolate Nut Butter Cups (direct-trade Dominican Republic cacao). All products are certified gluten-free, Non-GMO Project Verified, vegan, and free from seed oils, sugar alcohols, stevia, and artificial flavors, with proprietary blends of plant-based proteins, superfoods, and adaptogens (cordyceps, maca, reishi) targeting functional outcomes labeled ENERGY, RECHARGE, BLISS, and ZEN. The company has conducted clinical continuous glucose monitoring research supporting blood sugar stabilizing claims.
The business operates a hybrid DTC/retail distribution model. The primary e-commerce channel is a Shopify storefront at btrnation.com offering Subscribe & Save subscriptions at 25% off recurring pricing, Build Your Own Box customization, and bundles priced from $27.99 to $74.99. Wholesale distribution has scaled to 800+ retail locations including nationwide Sprouts Farmers Market (launched July 2026), Wegmans, Whole Foods, Erewhon, and regional grocers, with an active retail partner recruitment program. Customer acquisition relies on social media (Instagram, TikTok, Facebook, LinkedIn), content marketing (blog and recipes), brand ambassadors via Social Snowball, a Give 15%/Get 15% referral program, and earned media coverage from Forbes, Inc. 5000, Good Housekeeping, Women's Health, and the New York Times. The company donates 1% of net sales to cancer research organizations. Headcount is 1-10 employees, total capital raised is $67,848 via a single Reg CF offering on Republic in August 2023, and the legal entity is domiciled in Delaware.
B.T.R. Nation firmographics
Firmographics- Name
- B.T.R. Nation
- Legal name
- Better Brownie Bites, LLC
- Website
- https://btrnation.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- B.T.R. Nation is a San Francisco-based functional snack company selling low-sugar, clean-label protein bars, crispy treats, and dark chocolate nut butter cups through DTC e-commerce and 800+ retail locations including Sprouts, Wegmans, and Whole Foods, serving health-conscious, diabetic, vegan, and keto consumers.
- Ownership category
- akta.pro rank
B.T.R. Nation industry classification
Industry- Product category
- Functional Snack Foods
- NAICS
- Cookie and Cracker Manufacturing (311821), Chocolate and Confectionery Manufacturing from Cacao Beans (311351), Sugar and Confectionery Product Manufacturing (3113), Other Snack Food Manufacturing (311919)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052), Sugar & Confectionery Products (2060), Food And Kindred Products (2000)
- akta.pro primary industry
- Health/Protein Snack Bars Manufacturing (AFAKAIAN)
- akta.pro secondary industries
- Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)
Keywords
Where B.T.R. Nation is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
B.T.R. Nation business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales
Revenue model
- Direct-to-Consumer E-commerce: Primary revenue channel through btrnation.com website. Consumers purchase directly with options for one-time purchase or subscription (Subscribe & Save with 25% discount). Products include bars, crispy treats, nut butter cups, and bundles.
- Wholesale/Retail Distribution: B2B wholesale model supplying retailers nationwide. Products sold in 800+ retail locations including Sprouts, Wegmans, Whole Foods, and regional grocers. Active retail partner recruitment program.
- Brand Merchandise: Branded apparel and accessories including t-shirts, hoodies, hats, socks, travel mugs, and tumblers with brand messaging 'Be Bold, Tenacious & Resilient.'
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscribe & Save - 25% recurring discount |
| Unit Pricing | Pay-as-you-go | Build Your Own Box - 12 Superfood Bars |
| Unit Pricing | Pay-as-you-go | High Protein Bar Sampler (8 Bars) |
| Unit Pricing | Pay-as-you-go | Superfood Crispy Treats Variety Packs |
| Unit Pricing | Pay-as-you-go | Dark Chocolate Nut Butter Cups |
| Other | Other | Referral Program - 15% Discount |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels11 records
B.T.R. Nation product offering
Product offeringCore offering
B.T.R. Nation manufactures and sells low-sugar, plant-based functional snack foods including protein bars (Superfood Bars and PROTEIN+ High Protein Bars), honey-sweetened crispy treats, and handcrafted dark chocolate nut butter cups. Products are formulated with clean ingredients, zero added sugar, functional superfoods, and adaptogens, and are certified gluten-free, Non-GMO Project Verified, vegan, and free from seed oils, sugar alcohols, and artificial flavors.
Product overview
B.T.R. Nation is a functional snack food company offering three primary product lines: Superfood Bars (soft, chewy cookie-dough textured bars with 7-9g protein), PROTEIN+ Bars (crunchy high-protein bars with 15g protein), and Superfood Crispy Treats (honey-sweetened crispy treats). The portfolio also includes Dark Chocolate Nut Butter Cups. All products feature 0g added sugar, are certified gluten-free, Non-GMO Project Verified, vegan, and free from seed oils, sugar alcohols, and artificial flavors. Products are available individually, in flavor-specific bundles, or as customizable sampler packs. The company also sells branded merchandise.
Differentiator
Problem solved
Functional benefit
Products and services
- Superfood Bars Soft and chewy cookie-dough textured plant-protein snack bars with 7-9g protein, 0g added sugar, 7-8g fiber, and 160-170 calories per bar. Available in Cinnamon Cookie Dough, Peanut Butter Chocolate Chip, Dark Chocolate Brownie, and Strawberry Shortcake flavors. Formulated with functional superfoods and adaptogens targeting energy, recharge, bliss, and zen outcomes.
- PROTEIN+ High Protein Bars Dense, crunchy high-protein bars with 15g complete plant protein, 0g added sugar, 10g fiber, and 230-240 calories per bar. Contains organic functional mushrooms. Available in Peanut Butter Crunch, Cinnamon Cashew Crunch, and Coffee Cashew Crunch flavors.
- Superfood Crispy Treats Crispy rice-style treats made with organic brown rice and sweetened with honey. Each treat has 100 calories and 6-7g fiber, with 55% less sugar than leading rice crispy treats. Certified Gluten-Free and Non-GMO Project Verified. Available in Classic Vanilla, Peanut Butter, and Cocoa flavors.
- Dark Chocolate Nut Butter Cups Handcrafted dark chocolate cups with nut butter fillings, sweetened with organic dates (2-3g total sugar per cup). Made with direct-trade cacao sourced from small family farms in the Dominican Republic, bean-to-bar production. Available in Almond Butter, Hazelnut Butter, and Cherry Cashew Butter varieties; 60 calories per cup.
- B.T.R. Nation Merchandise Branded apparel and accessories including t-shirts, hoodies, hats, socks, and drinkware (travel mugs and tumblers) featuring the B.T.R. (Be Bold, Tenacious & Resilient) brand messaging.
Quantifiable outcome
- 55% less sugar than leading rice crispy treat
- +2 more outcomes
Companies that use B.T.R. Nation
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
B.T.R. Nation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
B.T.R. Nation partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
B.T.R. Nation competitors and assessment
Company assessmentDirect peers
- RXBAR: Pioneer of clean-label protein bars (egg white, dates, nuts). Acquired by Kellogg's in 2017, RXBAR competes head-to-head with B.T.R. in the better-for-you bar category, especially in natural and grocery channels.
- Barebells: Functional protein bars and snacks (milkshake-style bars) sold in grocery and convenience. PE-backed and rapidly expanding in the US, positioning as a direct protein bar competitor with broader flavor variety.
- ONE Protein Bars: Gluten-free, high-protein bars with 20g protein and only 1g sugar. Directly competes with B.T.R.'s PROTEIN+ bars on the high-protein, low-sugar positioning in mainstream retail.
- Built Bar: Low-sugar, high-protein chocolate-coated bars popular for keto and low-carb dieters. Strong direct overlap with B.T.R.'s blood sugar / low-net-carb positioning and premium DTC bar presence.
- Lakanto: Sugar-free snacks and sweeteners using monk fruit. Overlaps with B.T.R.'s low-sugar, keto-friendly positioning and sells in similar natural-foods retail channels.
- Think! (ThinkThin): High-protein, low-sugar bars and snacks targeting health-conscious consumers. A comparable functional bar brand competing for the same better-for-you grocery shelf space.
- Perfect Bar: Refrigerated whole-food protein bars sold in natural and grocery. Comparable premium positioning and clean-label approach, though differentiated by refrigerated delivery vs. B.T.R.'s shelf-stable format.
- Aloha: Organic, plant-based protein bars with emphasis on clean ingredients and low sugar. Competes directly with B.T.R.'s Superfood Bar and PROTEIN+ lines in natural and mainstream grocery channels.
- Quest Nutrition: High-protein, low-carb bars and snacks. A scaled incumbent with broad retail distribution and a strong functional-snack brand competing with B.T.R. for the health-conscious protein-bar consumer.
Broad incumbents
- Orgain: Broader plant-based nutrition brand offering protein bars, powders, and shakes. A larger incumbent overlapping with B.T.R.'s plant-protein, clean-label positioning but with a much wider product portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
B.T.R. Nation social profiles
Digital presenceB.T.R. Nation compliance and trust
Trust signalCompliance3 records
B.T.R. Nation financial estimates
Financial estimateRevenue estimate
Valuation estimate
B.T.R. Nation leadership team
Management profileNumber of profiles
Profiles1 record
B.T.R. Nation funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
B.T.R. Nation 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 B.T.R. Nation
What does B.T.R. Nation do?
B.T.R. Nation manufactures and sells low-sugar, plant-based functional snack foods including protein bars (Superfood Bars and PROTEIN+ High Protein Bars), honey-sweetened crispy treats, and handcrafted dark chocolate nut butter cups. Products are formulated with clean ingredients, zero added sugar, functional superfoods, and adaptogens, and are certified gluten-free, Non-GMO Project Verified, vegan, and free from seed oils, sugar alcohols, and artificial flavors.
Is B.T.R. Nation a public or private company?
B.T.R. Nation is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was B.T.R. Nation founded?
B.T.R. Nation was founded in 2017. It employs 1 to 10 people.
Where is B.T.R. Nation based?
B.T.R. Nation is headquartered in San Francisco, United States, in the North America region.
How does B.T.R. Nation make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale/Retail Distribution and brand Merchandise.
Who are B.T.R. Nation's main competitors?
Direct peers on record are RXBAR, Barebells, ONE Protein Bars, Built Bar, Lakanto, Think! (ThinkThin), Perfect Bar, Aloha and Quest Nutrition. Orgain is listed as a broad incumbent.
Does B.T.R. Nation have an API?
No public API is recorded for B.T.R. Nation.
What industry is B.T.R. Nation in?
B.T.R. Nation's product category is Functional Snack Foods. Its primary akta.pro industry code is AFAKAIAN, Health/Protein Snack Bars Manufacturing, with a secondary code of AFAKAGAK, Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing. Its NAICS code is 311821 and its SIC code is 2050.