Female-founded, clean-label brand casts a spell with official Wicked-themed protein bar box

TRUBAR, the clean, plant-based protein brand redefining better-for-you snacking, has announced a partnership with Universal Products & Experiences to launch an exclusive, co-branded snack ahead of Universal Pictures’ highly anticipated Wicked: For Good, in theaters November 21.

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TRUBAR Launches Wicked Variety Pack This October : Female-founded, clean-label brand casts a spell with official Wicked-themed protein bar box

Available now on TRUBAR’S website and in more than 3,900 stores on November 1 at Target, Albertsons, and Safeway, the five-bar limited-edition box brings a touch of magic to snack time. Each set features fan-favorites: It’s Mint to Be Chip (green), a tribute to Elphaba’s bold journey of defying expectations, and Daydreaming About Donuts (pink), a playful nod to Glinda’s dream of being adored. Together, they capture the heart of Wicked: For Good, where friendship and empowerment intertwine.

The Wicked Variety Pack ties TRUBAR to this year’s most anticipated film, embedding the brand into culture while driving trial at scale, and will be supported by a 360* marketing campaign including PR, influencers, media & retail media. This collaboration represents the first time one of Universal Pictures’ iconic franchises will be brought to life through TRUBAR’s better-for-you protein snacks, merging wellness with world-renowned entertainment.

“At TRUBAR, we believe clean eating should feel fun, indulgent, and connected to culture,” said Erica Groussman, Founder & CEO of TRUBAR. “Partnering with Universal Products & Experiences allows us to bring that mission to life in an unprecedented way—creating snacks that are as joyful and iconic as the characters that inspire them.”

Founded in 2021, the Miami-based company has been on a deliciously clean-eating revolution, winning hearts (and stomachs) across the country with revenue doubling each year since 2021. TRUBAR expanded into 20,000+ retail locations this year, fueled by bold innovation, omnichannel growth, and a loyal consumer base that craves clean, crave-worthy snacking.

The Wicked: For Good partnership builds on this trajectory, reinforcing TRUBAR’s position as a category disruptor at the intersection of wellness, entertainment, and culture.

For more information, please visit: https://www.trubar.com/.

About TRUBAR:

TRUBAR is a female-founded brand redefining clean snacking with 100% plant-based, gluten-free, dairy-free, soy-free, and sugar alcohol-free protein bars. Designed for busy, health-conscious consumers, TRUBAR offers indulgent, dessert-inspired flavors that satisfy cravings without compromising on nutrition. TRUBAR is now available in 20,000+ retail locations, including Costco, Target, Whole Foods, Albertsons, and Erewhon, as well as on Amazon. With vibrant packaging, clean ingredients, and a commitment to quality, TRUBAR is proving that healthy snacking can be both delicious and nutritious. Follow @trubar.brands. For more information, please visit: https://www.trubar.com/.

About UNIVERSAL PRODUCTS & EXPERIENCES

Universal Products & Experiences (UP&E) globally drives the expansion and elevation of NBCUniversal’s iconic collection of brands, intellectual properties, characters, and stories based on the company’s extensive portfolio of properties created by Universal Pictures, Illumination, DreamWorks Animation and NBCUniversal Television and Streaming. The division executes this through innovative physical and digital products, as well as engaging retail and product experiences across our expansive global theme park destinations (for both owned and third-party IP), location-based venues, e-commerce product platforms, and retailers around the world. Along with global brand strategy and creative, UP&E’s lines of business include Consumer Products and Games, along with Theme Parks Products & Retail. UP&E is a division of Universal Destinations & Experiences, part of NBCUniversal, a subsidiary of Comcast Corporation. More information is available at universalproductsexperiences.com.

About Universal Pictures’ WICKED: FOR GOOD

Last year’s global cinematic cultural sensation, which became the most successful Broadway film adaptation of all time, now reaches its epic, electrifying, emotional conclusion. The final chapter of the untold story of the witches of Oz begins with Elphaba (Oscar^® nominee Cynthia Erivo) and Glinda (Oscar^® nominee Ariana Grande) estranged and living with the consequences of their choices. When a girl from Kansas comes crashing into their lives, they will need to come together one final time, and truly see each other, if they are to change themselves, and all of Oz, for good.

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TRUBAR, the clean, plant-based protein brand redefining better-for-you snacking, is partnering with Universal Products & Experiences to launch an exclusive, co-branded snack ahead of Universal Pictures’ Wicked: For Good, in theaters 11/21!