Orangetheory Taps Trubar for Co-Branded Protein Bar

With protein a booming category and consumers reaching for better-for-you options, boutique fitness giant Orangetheory is getting in on the action.

The brand has partnered with plant-based protein bar brand Trubar for a limited-edition, creamsicle-inspired bar, “I Scream for Orange Cream,’ an homage to Orangetheory’s signature citrus palette.

Trubar comes to the Orangetheory collab with momentum. ETi Gida acquired the brand in February for $173 million, part of a wave of better-for-you CPG acquisitions that has also pulled in Power Crunch, RxBar, Siete and Poppi in recent years.

The protein and fiber-packed bar launches alongside Orangetheory’s eight-week Season of Strength challenge, beginning June 1.

The bar will roll out at Orangetheory studios, online at Trubar.com and on Amazon beginning this week, with national retail expansion planned throughout the rest of the year.

Trubar fans can receive a 20% off code for the limited-edition bar here, while new Orangetheory clients can receive an introductory offer of five classes for $5 at participating studios nationwide.

“Partnering with Trubar allows us to extend support for our members beyond the studio with a product that aligns with how they want to fuel their lives,” Orangetheory brand president Lauren Cody said. “Together with our upcoming Season of Strength challenge, this partnership is designed to help members build consistency, strength and confidence over time.”