Launched in 2019, TRUBAR has grown rapidly, recently surpassing $50 million in annual revenue. The latest milestone: hitting Target shelves nationwide and selling out

almost immediately. “Target is really our people,” Groussman said. “It’s a huge deal for the brand, and the response was amazing—we actually had to pause some of our marketing because we were selling out too fast.”

TRUBAR’s rapid rise didn’t come without logistical hurdles. “They’re heavy, they’re chocolate-covered, they’re temperature sensitive,” Groussman explained. “And in the early days, it was basically just me and one or two other people. So, we learned as we went—forecasting, production, shipping. All of it.”

Her approach to scaling has been rooted in relationships and consistency. “I treat our suppliers and vendors like friends,” she said. “These are real partnerships. I have everyone on text message. If something goes wrong, we figure it out together.”

Up next? A new line of TRUBAR Kids bars, launching later this summer. The bars will be nut-free and designed for lunchbox appeal—smaller sizes, playful packaging, and flavors kids actually want to eat. “It’s a natural extension,” Groussman said. “It’s something parents can feel good about, and kids will be excited to find in their backpack.”

Despite the size and reach of the brand today, Groussman still taste-tests every flavor and approves every development. “I don’t want anything that tastes like toothpaste or cardboard,” she said, laughing. “We just launched a strawberry shortcake bar and a coconut one. And I’m always working on what’s next.”

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