GoKawiilTrubar founder details $173 million exit after building $100 million snack brand
Erica Groussman grew her protein bar company, Trubar, from a tray of samples at local store checkouts into a brand now sold at roughly 32,000 U.S. retail locations, including Costco and Whole Foods. The company shipped nearly 46 million bars in 2026 and generated about $100 million in revenue in 2025, and Groussman sold the business earlier this year for $173 million while remaining as CEO.
GoKawiil's interpretation of the reporting above, not reported fact.
The trajectory illustrates how a self-funded, grassroots retail strategy can scale into a large acquisition target in the crowded better-for-you snack category. Groussman's continued role as CEO after the sale suggests the acquirer may be betting on her operational involvement to sustain growth, though the article does not specify the buyer's plans.
- Trubar grew from a checkout-counter sampling strategy into 32,000 U.S. retail locations.
- The company shipped nearly 46 million bars in 2026 and grossed about $100 million in 2025.
- Groussman sold Trubar for $173 million this year and stayed on as CEO.
Trubar Protein Bars Variety Pack — Since the article centers on Erica Groussman's rise with Trubar, trying the actual protein bars that built her $100 million business is a natural pick. They're now in thousands of retail locations, so grabbing a variety pack lets you taste the product that sparked this entrepreneurial success story firsthand.
See Trubar Protein Bars Variety Pack on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: entrepreneur.com — Sherin Shibu, 2026-10-23
Published there as: “She Built a $100 Million Business in 7 Years. Here’s How She Scaled From Scrappy Startup to Costco and Whole Foods.”
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