BUILT Brands, LLC

What BUILT Brands, LLC does

BUILT Brands, LLC is a Utah-based consumer packaged goods company founded in 2018 that designs, manufactures, and sells protein puff snacks under the BUILT and Built Bar trademarks. The company's core technology is a proprietary protein puff formulation featuring a soft, marshmallowy texture, an aftertaste-free premium whey protein blend delivering 15-17 grams of protein per serving, and added collagen. Products are positioned at 140-160 calories per bar to compete against traditional protein supplements on taste while delivering functional nutrition, with the portfolio organized around the BUILT Puff line (12-count and 4-count boxes across flavors such as Cookie Dough Chunk, Brownie Batter, Salted Caramel, and Peanut Butter S'mores Chunk), the BUILT Sour Puff line (sour-coated variants like Watermelon Splash and Pink Lemonade Squeeze), and a Build Your Own Box customizer. The intellectual property is protected as a trade secret, and the company is currently in litigation against Blue Unicorn alleging misappropriation via a former food scientist.

BUILT operates a hybrid go-to-market combining direct-to-consumer e-commerce through built.com with national retail distribution through Costco and CVS, plus a wholesale application program. Pricing is structured around unit-based box pricing: 12-count boxes at $29.99 regular / $26.99 sale and 4-count boxes around $10.99, with free standard shipping on most orders over $19.99 within the contiguous US and a $1.97 optional product protection add-on. Marketing channels include built.com storefront, SMS opt-in (text BUILT to 36073 for 15% off), a brand ambassador program, social/influencer presence, and a Fandango rewards integration. All products are manufactured in-house in Utah, with a corporate headquarters in American Fork and a 132,000 sq-ft production facility in Provo opening December 2025 to support up to 500 additional roles.

The company is privately held and reportedly exploring a potential sale with Houlihan Lokey advising at a valuation of over $1 billion (October 2025). Numerator's Brands to Watch 2026 report ranked Built Bar as the #1 fastest-growing CPG brand, reflecting strong consumer demand momentum. The company serves health-conscious consumers, protein-focused fitness users, and mainstream snackers seeking indulgent-tasting better-for-you options, with current geographic coverage in the US and Canada.

Name

BUILT Brands, LLC

Legal name

BUILT Brands, LLC

Website

https://builtbar.com

Company type

Private

Founded year

2018

Operating status

Operating

Short description

BUILT Brands, LLC is a Utah-based CPG manufacturer founded in 2018 that produces and sells BUILT Puff and BUILT Sour Puff protein puff bars through built.com and national retailers including Costco and CVS, serving health-conscious consumers and protein-focused snackers with 15-17g protein, collagen, and 140-160 calories per serving.

Ownership category

akta.pro rank

Product category

Protein Snacks

NAICS

Confectionery Manufacturing from Purchased Chocolate (311352)

akta.pro primary industry

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

akta.pro secondary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Protein snack bars
• High-protein snacks
• Nutritional snack products
• Protein puff bars
• Better-for-you snacks

Headquarters

HQ city

American Fork

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through built.com website. Customers purchase directly with various payment options including Amazon, American Express, Apple Pay, PayPal, Shop Pay, Venmo, Visa, Mastercard, Discover, Google Pay, and Diners Club. Free standard shipping on most orders over $19.99 to contiguous US.
2. Retail Distribution: Sales through major national retailers including Costco and CVS. Product distributed as a national brand through wholesale arrangements.
3. Wholesale/B2B: Wholesale channel for retailers and stores wanting to stock BUILT products. Application process available on website.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

BUILT Brands, LLC manufactures and sells premium protein puff bars under the BUILT Puff and BUILT Sour Puff product lines, featuring a chocolate-covered marshmallowy texture with 15-17g protein, added collagen, and 140-160 calories per bar. The company sells through its built.com e-commerce store and wholesale distribution to major national retailers including Costco and CVS. The product portfolio spans multiple flavor variants and pack sizes (4-count and 12-count boxes), with a Build Your Own Box customization option.

Product overview

BUILT Brands, LLC offers a single unified product line centered on BUILT Puff, a premium protein puff bar featuring a chocolate-covered marshmallowy texture. The core portfolio consists of two main product formats: BUILT Puff (12-count and 4-count boxes) and BUILT Sour Puff (sour-coated variant). Individual flavors include Cookie Dough Chunk, Brownie Batter, Pina Colada, Salted Caramel, Coconut, Peanut Butter Cup, Mint Chip, Chocolate Milkshake, Rocky Road, Churro, Cookies 'N Cream, Strawberries 'N Cream, and Lemon Meringue Pie. The Sour Puff line features Watermelon Splash, Pink Lemonade Squeeze, Blue Razz Blast, Sweet Peach Punch, Green Apple Crush, and Tropical Mango Burst. All products deliver 15-17g protein, plus collagen, in 140-160 calorie servings. Customers can purchase single-flavor boxes, pre-curated mixed boxes, or use the Build Your Own Box option to customize their selection. The company sells directly to consumers via built.com and through major retailers nationwide.

Differentiator

Problem solved

Functional benefit

Products and services

• BUILT Puff 12CT (Mixed/Customizable Box) Premium protein puff bar featuring a chocolate-covered marshmallowy texture with 15-17g protein per bar plus collagen, sold in 12-count boxes.
• BUILT Puff 4CT Smaller 4-count format of BUILT Puff protein bars offering the same 15-17g protein, collagen, and 140-160 calories per bar for on-the-go consumption.
• BUILT Sour Puff Sour-coated protein puff bar with the signature soft marshmallowy texture and a sour-crisp coating, delivering 16g protein and 150 calories per bar in flavors including Watermelon Splash, Pink Lemonade Squeeze, Blue Razz Blast, Sweet Peach Punch, and Green Apple Crush.
• Build Your Own Box Customizable 12-count box that lets customers mix and match their preferred BUILT Puff flavors at a promotional price.

Quantifiable outcome

• 15-17g protein per bar
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Market position

Competitive moat3 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/built-bar-business-accounts

Revenue estimate

Valuation estimate

Number of profiles

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 BUILT Brands, LLC