Linear Bar
Linear Bar (WCC, LLC) is a California-based DTC food CPG company producing USDA Organic Certified protein bars with 20g of organic whey protein, sold direct via subscription and through Amazon and Erewhon, targeting fitness enthusiasts and bodybuilders.
- Company typePrivate
- Founded2011
- HeadquartersKenilworth, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Linear Bar does
Linear Bar, operated by WCC, LLC and headquartered in Duarte, California, is a direct-to-consumer food CPG company that produces and sells USDA Organic Certified protein bars. The company was founded in 2011 and is privately held with no disclosed funding, no named management team, and no disclosed revenue figures. Its core product line comprises three bar flavors — Chewy Gooey Caramel, Sweet Pecan Tortoise, and Sweet Cinnamon Crunch — each delivering 20g of protein from organic whey protein isolate and formulated without seed oils, artificial sweeteners, or unnecessary additives. The company operates as WCC, LLC dba Linear Bar/Linear/LinearBar.com and additionally sells branded apparel under the Linear Wear sub-brand (tees and limited-edition Olympia hoodies).
The business model centers on DTC e-commerce through LinearBar.com with two pricing tiers (one-time purchase and Subscribe & Save at a 15% discount, delivery cadence of 1-6 weeks), supplemented by Amazon marketplace distribution, premium retail placement at Erewhon, and a wholesale/store-locator program. Pricing is structured as $33.99-$47.99 for a 12-pack of bars, $309.60-$384.00 for a master case of 144 bars, and $19.99-$20.00 for apparel. A Linear Link affiliate program offers 10% commission plus 5-year repeat commissions on referred customers with weekly payouts. Subscription fulfillment is restricted to the 48 contiguous US states.
The target customer segments are fitness enthusiasts and athletes (primary), health-conscious consumers, and competitive bodybuilders. Marketing is event-driven through 2025 Olympia and 2026 Musclecontest USA Athlete Showcase sponsorships, multi-channel social media (Instagram, TikTok, Facebook), an email newsletter, and earned media in fitness and bodybuilding publications. Competitive advantages cited are USDA Organic certification, premium organic whey sourcing, a taste-first formulation, and brand recognition within the bodybuilding community. The company holds USDA Organic certification and complies with California Proposition 65 labeling for trace heavy metals in cacao-based ingredients.
Linear Bar firmographics
Firmographics- Name
- Linear Bar
- Legal name
- WCC, LLC
- Website
- https://linearbar.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Short description
- Linear Bar (WCC, LLC) is a California-based DTC food CPG company producing USDA Organic Certified protein bars with 20g of organic whey protein, sold direct via subscription and through Amazon and Erewhon, targeting fitness enthusiasts and bodybuilders.
- Ownership category
- akta.pro rank
Linear Bar industry classification
Industry- Product category
- Nutritional Protein Bars
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Health/Protein Snack Bars Manufacturing (AFAKAIAN)
- akta.pro secondary industries
- Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)
Keywords
Where Linear Bar is headquartered
LocationHeadquarters
- HQ city
- Kenilworth
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Linear Bar business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Protein Bar Sales: Linear Bar generates revenue primarily through direct sales of USDA Organic Certified protein bars in three flavors: Chewy Gooey Caramel, Sweet Pecan Tortoise, and Sweet Cinnamon Crunch. Products are sold as one-time purchases or through subscription (Subscribe & Save).
- Apparel Sales: Linear Bar sells branded apparel including Linear Tees ($20.00) and Limited Edition 2025 Olympia Hoodies ($19.99), marketed as Linear Wear for performance and lifestyle.
- Affiliate Program: The company operates an affiliate program (Linear Link) offering 10% commission on every sale plus repeat commissions for 5 years on referred customers, with weekly payouts and real-time tracking.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | 12-Pack Protein Bars - One-time purchase |
| Subscription | Monthly | 12-Pack Protein Bars - Subscribe & Save |
| Unit Pricing | Pay-as-you-go | Linear Wear Apparel |
| Unit Pricing | Pay-as-you-go | Master Case Bulk Purchase |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Linear Bar product offering
Product offeringCore offering
Linear Bar produces and sells USDA Organic Certified protein snack bars made from chocolate, caramel, and plants, featuring 20g of premium organic whey protein isolate per bar in three flavors (Chewy Gooey Caramel, Sweet Pecan Tortoise, Sweet Cinnamon Crunch). The bars are formulated without seed oils, artificial sweeteners, or unnecessary additives and are sold primarily direct-to-consumer through the brand's e-commerce site with a Subscribe & Save subscription offering 15% savings. The company also sells branded apparel under the Linear Wear sub-brand.
Product overview
Linear Bar is a direct-to-consumer protein bar company offering organic protein bars as its core product. The product line includes three main bar flavors (Chewy Gooey Caramel, Sweet Pecan Tortoise, and Sweet Cinnamon Crunch), all featuring 20g of USDA Organic Certified whey protein isolate without seed oils or artificial sweeteners. The company also sells branded apparel under the Linear Wear sub-brand, including t-shirts and limited edition Olympia hoodies.
Differentiator
Problem solved
Functional benefit
Brands
- Linear Wear: Apparel line featuring performance wear designed for training, recovery, and lifestyle, including t-shirts and hoodies.
Products and services
- Chewy Gooey Caramel Protein Bar Protein bar featuring real dark chocolate, rich caramel, and a chewy center, crafted with USDA Organic Certified ingredients and 20g of premium organic whey protein isolate. Sold as a 12-pack for $47.99 regular or $39.99 on sale, with 15% off via Subscribe & Save subscription.
- Sweet Pecan Tortoise Protein Bar Protein bar with rich chocolate flavor, nutty pecan pieces, and smooth caramel notes; made with USDA Organic Certified ingredients and 20g of premium protein. Sold as part of the 12-pack and master case assortment.
- Sweet Cinnamon Crunch Protein Bar Protein bar with cinnamon sweetness layered with caramel notes and a gentle crunch; crafted with USDA Organic Certified ingredients and 20g of premium protein.
- Linear Tees Linear branded t-shirt made from 100% cotton, available in sizes S through 3XL, sold as part of the Linear Wear apparel collection at $20.00.
- Limited Edition 2025 Olympia Hoodie Limited edition branded hoodie tied to the 2025 Olympia event, worn by Olympia athletes and sold as part of the Linear Wear apparel collection at $19.99.
Quantifiable outcome
- 4.8-4.9 star rating from 10,000+ customers
- +1 more outcomes
Companies that use Linear Bar
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Linear Bar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Linear Bar partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Musclecontest USAcoreLinear Bar has partnered with Musclecontest USA for the 2026 Linear Athlete Showcase, a monthly athlete recognition program where three standout competitors receive prize packages worth up to $1,840 to help cover competition expenses. The program rewards athletes who share how Linear Bar supports their training and prep.
- ErewhonminorLinear Bar products are available at Erewhon, a premium natural foods grocery chain. This represents a retail distribution partnership for select retailers featuring organic and natural products.
- AmazoncoreLinear Bar's protein bar lineup is available on Amazon as a primary online marketplace channel alongside the company's direct e-commerce website.
- WCC, LLCcoreWCC, LLC is identified as the operating company dba Linear Protein Bar in legal terms and conditions. This appears to be the parent/legal operating entity for the Linear Bar brand.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Linear Bar competitors and assessment
Company assessmentDirect peers
- GoMacro: GoMacro produces organic, plant-based macro and protein bars with strong specialty and natural channel presence. Overlaps with Linear Bar on organic positioning, clean-label formulation, and the same natural foods retail buyers and consumer segment.
- Perfect Bar: Perfect Bar produces premium whole-food protein bars with strong natural and specialty retail presence, including refrigerated bar formats. Comparable in premium, clean-ingredient positioning and natural foods channel competition with Linear Bar.
- Built Bar: Built Bar is a DTC-led premium protein bar brand with similar chocolate-forward, indulgent flavor profiles and a comparable high-protein-per-bar positioning. Comparable in channel mix, pricing tier, and target consumer to Linear Bar.
- Aloha Protein Bars: Aloha is an organic, plant-based protein bar brand competing on clean-label, premium-positioning credentials similar to Linear Bar's USDA Organic proposition. Direct overlap in natural/specialty retail placement and health-conscious consumer targeting.
- RXBAR: RXBAR (owned by Mondelez) pioneered the clean-label, simple-ingredient protein bar, the most direct strategic analogue to Linear Bar's positioning. Both brands compete for label-reading fitness consumers willing to pay a premium for short, transparent ingredient lists.
- ONE Protein Bars: ONE (owned by Post Holdings) is a mass-market protein bar brand competing in the same shelf, flavor-profile, and gym-channel environment as Linear Bar. Both target high-protein, low-sugar consumers, though ONE operates at significantly larger scale.
- Barebells: Barebells (Axiom Foods) is a premium chocolate-coated protein bar brand with strong EU and US presence. Comparable in indulgent flavor positioning, premium pricing, and gym/convenience-channel placement to Linear Bar.
Broad incumbents
- Quest Nutrition: Quest (owned by Simply Good Foods) is one of the largest high-protein, low-carb bar brands and operates broadly across the category. Comparable in target consumer (fitness-focused, macro-conscious) but with vastly greater scale and product breadth than Linear Bar.
- Clif Bar: Clif Bar (owned by Mondelez) is one of the largest organic energy and protein bar brands with broad mainstream distribution. Overlaps with Linear Bar on organic credentials and active-lifestyle consumer targeting, but operates at vastly greater scale across many product lines.
Others
- Orgain: Orgain (Nestlé Health Science) is a leading organic protein brand with protein bars, shakes, and powders. Direct overlap with Linear Bar on organic positioning and clean-label branding, with significantly broader product portfolio and distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Linear Bar social profiles
Digital presenceLinear Bar compliance and trust
Trust signalCompliance2 records
Linear Bar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Linear Bar leadership team
Management profileNumber of profiles
Linear Bar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Linear 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 Linear Bar
What does Linear Bar do?
Linear Bar produces and sells USDA Organic Certified protein snack bars made from chocolate, caramel, and plants, featuring 20g of premium organic whey protein isolate per bar in three flavors (Chewy Gooey Caramel, Sweet Pecan Tortoise, Sweet Cinnamon Crunch). The bars are formulated without seed oils, artificial sweeteners, or unnecessary additives and are sold primarily direct-to-consumer through the brand's e-commerce site with a Subscribe & Save subscription offering 15% savings. The company also sells branded apparel under the Linear Wear sub-brand.
Is Linear Bar a public or private company?
Linear Bar is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Linear Bar founded?
Linear Bar was founded in 2011.
Where is Linear Bar based?
Linear Bar is headquartered in Kenilworth, United Kingdom, in the Europe region.
How does Linear Bar make money?
Three revenue lines are on record. Protein Bar Sales are the primary driver. The others are apparel Sales and affiliate Program.
Who are Linear Bar's main competitors?
Direct peers on record are GoMacro, Perfect Bar, Built Bar, Aloha Protein Bars, RXBAR, ONE Protein Bars and Barebells. Broad incumbents are Quest Nutrition and Clif Bar. Orgain is listed as an others.
Does Linear Bar have an API?
No public API is recorded for Linear Bar.
What industry is Linear Bar in?
Linear Bar's product category is Nutritional Protein Bars. Its primary akta.pro industry code is AFAKAIAN, Health/Protein Snack Bars Manufacturing, with a secondary code of CRADABAG, Snack Bars (Granola, Protein, Cereal Bars). Its SIC code is 2050.