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.