Crave-Worthy Nutrition: TRUBAR ’s Path from Concept to Shelf | Category Disruptors - Erica Groussman of TRUBAR - Episode 399

🎙️Interview with Erica Groussman of TRUBAR

 

DESCRIPTION

This final Category Disruptors episode brings the series full circle in the best way. We hope you enjoyed it!

In this final episode of the series spotlighting powerhouse female CEOs and founders, we’re joined by Erica Groussman, co-founder and CEO of TRUBRANDS, the company behind the fan-favorite TRUBAR and its mission to bring “Indulgent Nutrition” to the masses.

It’s a high-energy, insightful conversation that captures exactly what this series is all about: bold ideas, fearless leadership, and brands rewriting the rules in their categories.

A fitting finale to an inspiring lineup. Don’t miss it!

 

It felt like a million challenges. From finances to ingredients, or packaging, we had issues along the way in every aspect. But we try to forget the hard parts. Because nothing worthwhile is ever easy.

Erica Groussman

 

KEY TAKEAWAYS

In this episode, Erica, Julie, and Jordan discuss: 

• Erica’s entrepreneurial background and what inspired her to found TRUBAR, identifying a gap in the protein bar market.

• The importance of developing bars that don’t sacrifice taste or make you feel bad after eating—her “indulgent nutrition” philosophy.

• How Erica approaches product development, drawing inspiration from popular desserts and comfort foods, and turning them into healthy snacks.

• Real talk on challenges during development—including flavors that didn’t work out and the persistence needed to get them right.

• How TRUBAR prioritizes women in leadership, pay equity, and employs organizations that support mothers and women returning to work.

• Erica’s methods for celebrating every win—big and small—while overcoming countless challenges in supply chain, packaging, and scaling distribution.

• Lessons learned along the founder journey, such as the value of redundancy and preparedness, especially in the face of supply chain disruptions.

• The evolution of TRUBAR e-commerce strategy—from direct-to-consumer startup struggles to explosive Amazon growth—and the ongoing importance of controlling the brand experience online.

• Sneak peeks at what’s next: new flavors, the launch of a kids’ collection, and hints at future product innovations for Trubrands.