The inception of Trubar, a health-focused snack company, stemmed from Erica Groussman’s negative experience with conventional protein bars during a family trip to Disney. Feeling “ucky” after consuming a bar that did not align with her wellness goals, Groussman realized the market needed a better alternative. In 2018, after collaborating with a food scientist and funding from family and friends, she launched Trubar, which quickly gained traction.
Initially, Groussman tested the market by placing her bars in local businesses, encouraging them to sell the product. With positive consumer reception, Trubar expanded to 32,000 retail locations nationwide. The company saw significant growth and recorded nearly $100 million in revenue in 2025.
Despite facing challenges, including an early partnership that resulted in substantial debt, Groussman’s tenacity fueled her journey. She secured a trial at Whole Foods and entered Costco, where she overcame initial setbacks to establish a strong brand presence. The company’s momentum continued, leading to its acquisition by a public holding company in 2021, further propelling its growth.
In 2023, Groussman sold Trubar for $173 million to Eti Gida, a Turkish snack company but remains at the helm as CEO. Under her leadership, Trubar has launched new product lines and is exploring expansion into additional markets.
Groussman’s approach emphasizes hands-on management, quick decision-making, and fostering a collaborative team environment. As she continues to lead Trubar, Groussman expresses her commitment to innovation and growth within the health snack sector.
Why this story matters
- Trubar exemplifies entrepreneurial resilience and innovation in the health food industry.
Key takeaway
- Successful brands often emerge from addressing personal challenges and responding to consumer needs.
Opposing viewpoint
- Some critics argue that the market for health-focused snacks is becoming oversaturated, risking potential dilution of brand value.
