TRUBAR’s Sweet Success: Erica Groussman’s Protein Bar That Refused to Be Boring

Miami-based Erica Grossman didn’t just create a hero protein bar—she turned it into a crave-able empire. With Erica’s vision and determination, TRUBAR became a game-changer in the health food world. She believed that healthy eating should never feel like punishment, so she set out to create something different.

What started out as a dream is now one of the more viral and trending health options available in places like Whole Foods, Amazon, Costco and beyond. TRUBAR isn’t your typical protein bar. Even mom-trepenurer and TV star Bethenny Frankel recently gave it the stamp of approval with a viral TikTok post.  It’s indulgent, plant-based, and tastes like dessert (without the regret). No bland bites, no chalky textures—just pure, snackable joy. Plus, it’s made without gluten, dairy, soy, seed oils, or anything that doesn’t belong in a clean, delicious treat.

Photo Credit: Courtesy

So, what’s the secret recipe behind this must-have snack? Let’s dig in with the founder of TRUBAR, Erica Groussman.

HAUTE LIVING: Tell us about TRUBAR!  What was your inspiration?

ERICA GROUSSMAN: TRUBAR was born out of my lifelong experience watching my mom try every diet under the sun. She was always searching for the perfect balance—something that made her feel good without feeling deprived. I took those lessons and ran with them, realizing that health and indulgence don’t have to be opposites. When I had my own family, I wanted to create something that felt like a treat but was packed with clean, plant-based ingredients—something I’d actually crave. That’s how TRUBAR came to life. It’s a protein bar that doesn’t taste like cardboard, doesn’t feel like a “diet” product, and proves that you can have something nutritious that still satisfies your sweet tooth.

HL: Bethenny recently tried, loved, and raved on TikTok about TRUBAR.  What was that like?

EG: Honestly? Unreal. Bethenny doesn’t sugarcoat anything—if she doesn’t like something, you’ll hear about it. So, when she took a bite and actually loved it, I nearly fell over. Seeing her genuinely excited about TRUBAR was a huge moment, but what made it even more special was that it came from another female entrepreneur who knows what it takes to build something from the ground up. She’s tough, she’s honest, and she’s seen it all—so her DAVOON stamp of approval meant everything!

HL: Growing up, you watched your mom experiment with different diets, what were some of the biggest takeaways from her journey that shaped your approach to health and wellness?

EG: Extreme restriction never works. My mom was always testing new diets—low-carb, no-fat, juice cleanses—and I saw firsthand that they weren’t sustainable. I realized that the key to long-term health isn’t about eliminating everything you love; it’s about balance. That’s why TRUBAR isn’t about cutting things out—it’s about bringing in more of the good stuff. It’s indulgent but made with ingredients you can feel good about. I wanted to take the best parts of what my mom was searching for—clean, energizing foods—and turn them into something that feels fun, not forced.

HL: Was there a defining moment when you realized you wanted to create your own product in the health and nutrition space?

EG: Yes. When I became a mom. I realized how much I cared about what my family was eating. I wanted to give them something that wasn’t just healthy but actually delicious. Around the same time, I was also frustrated by the protein bars on the market—most of them tasted like punishment.

HL:  You mentioned that your family helped repack bars in the early days, what was that experience like? How did those scrappy moments shape the brand?

EG: We were a small team, and there were times we physically couldn’t afford to meet demand. So, my family and I rolled up our sleeves and repacked bars ourselves just to get our orders out the door. It was exhausting, but looking back, those moments built TRUBAR’s DNA. We learned how to stay lean, problem-solve on the fly, and do whatever it takes to keep the business moving. I still approach the company with that same scrappy, hands-on mentality today.

HL: TRUBAR stands out because it’s both indulgent and nutritious. How do you balance those two aspects in product development?

EG: It all starts with taste. I refuse to launch a flavor that doesn’t make me want to eat the whole bar in one sitting. But the ingredients have to be just as good as the flavor. We use only plant-based, clean ingredients—no dairy, no gluten, no soy, no sugar alcohols, no seed oils. We don’t cut corners, and we don’t rely on artificial junk to make our bars taste good. If I wouldn’t give it to my own family, it doesn’t make the cut.

HL: What has been the most rewarding milestone in TRUBAR’s journey so far?

EG: There have been so many exciting milestones, but nothing beats hearing from real customers who say, ‘I finally found a protein bar I actually crave.’ Seeing TRUBAR on store shelves is incredible, but knowing that we’ve genuinely changed the way people think about healthy snacks? That’s the real win.

HL: How do you approach leadership and company culture at TRUBAR?

EG: I lead the way I built this company—hands-on, transparent, and with a sense of humor. TRUBAR is my baby, but I know I can’t do it alone. I empower my team, and I encourage creativity, problem-solving, and not taking ourselves too seriously. We work hard, but we also have fun—because if you’re not enjoying what you’re doing, what’s the point?

Photo Credit: Courtesy

HL:  What advice would you give to other founders who are stepping into struggling businesses and trying to turn them around?

EG: First, stay lean. Don’t just throw money at problems—get scrappy. Second, know your customer inside and out. If you’re not obsessed with who you’re serving, you’re already behind. And third, don’t be afraid to roll up your sleeves and do the unglamorous work. If that means repacking bars with your family all night, so be it.

HL: What’s the ultimate vision for TRUBAR? Beyond being a protein bar, what do you want it to represent for consumers?

EG: TRUBAR isn’t just a protein bar—it’s a rebellion against every sad, chalky, “this is good for you, we swear” bar out there. It’s proof that eating healthy doesn’t have to feel like a punishment. I want people to grab a TRUBAR and feel pure joy—like sneaking a bite of cake at midnight, except you don’t have to sneak because it’s actually good for you. No guilt, no weird aftertaste, no suffering—just indulgence in a better-for-you form. Because life’s too short for bad snacks.

HL: Is there a flavor you are dying to create?

EG: Funny you should ask—because it’s actually in the works! I can’t spill all the details just yet, but let’s just say it’s going to be delicious.

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