Food with Purpose

An outdoor brand’s great adventure

PROBAR teamed up with Bright as it entered an exciting new growth chapter of the business. A plant-based/real food/simple ingredient nutrition company, PROBAR began with the aspiration to provide a great tasting whole food alternative that is convenient, high quality and nutritious.

PROBAR needed to broaden its audience. A challenge emerged as the brand gained market presence. With the name PROBAR, the prevailing perception was that this was a food for professional performance athletes. PROBAR’s simple healthful recipe’s were in fact applicable to a much broader consumer audience of achievers of all sorts.