Simply Better Brands Corp. announced their broader expansion into the convenience retail channel with new resources and capability. TRUBAR is broadening its distributor footprint, partnering with both McLane and Coremark, considered as the two largest U.S based convenience distributors, to support servicing the expanding retailer class of trade.

In addition to the new distributor network, SBBC's announces retail expansion with Circle-K Southeast and Andretti Petroleum. This placement increases TRUBAR's current retail footprint to 400+ stores in North Carolina, South Carolina, Georgia, and California. Both Circle-K Southeast and AndreTT Petroleum have confirmed plans to launch TRUBAR in Third Quarter 2023.

The 2023 Mintel study on the bar category suggests Gen Z's, an important cohort in the convenience channel, over-index in meal replacement offers and "soft-baked bars", like TRUBAR, are #1 in purchase intent for the category. However, taste remains the most important driver in the consumer decision tree. Driven primarily by TRUBAR's expansion into Costco, preliminary first half revenue on TRUBAR is approximately $19.2 million or 2.5x a year-ago at a 32% gross margin.

In all of 2022, full year revenue for TRUBAR was $10 million. In addition to TRUBAR's new market penetration, Simply Better Brands is expanding its retail customer-facing and marketing team to support the expansion. The newly-strengthened team will focus on enhancing retail partnerships, expanding distribution channels, and ensuring seamless availability of TRUBAR Protein Bars in " grab n go" locations.