Trubar launches high-protein Trubar Pro

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Trubar has launched Trubar Pro, a new range of plant-based protein bars now available in Target stores nationwide in the US, targeting consumers seeking high-protein snacks with simplified ingredient profiles and dessert-inspired flavours.

Each bar contains 18g of plant protein and 12g of fibre, with a protein blend made from brown rice and pea protein. The range is sweetened with monk fruit and formulated without gluten, dairy, soy, sugar alcohols or seed oils.

The launch comprises three flavours: Chocolate Pea-nut Job, Caramel But Make It Salty and Cake It 'Til You Make It. The collection aims to combine higher protein content and fibre with flavours inspired by familiar sweet treats.

Trubar Pro enters a protein bar category in which brands are increasingly seeking to balance nutritional composition, ingredient preferences and taste. Its plant-based formulation also positions the range for consumers looking for alternatives to dairy-based protein products.

Alongside its nationwide Target launch, Trubar Pro is available through CVS, Wegmans, Big Y, Lowe's Grocery, the brand's direct-to-consumer website and Amazon.