Simply Better Brands (SBBC.V): The Team Behind the Growth of Trubar

Adam Wilk has a conversation with CEO Erica Groussman and Chairman Kingsley Ward of Simply Better Brands (SBBC.V / SBBCF). This MicroCap Business Breakdowns discussion took place live on May 6th, 2025, on the MicroCapClub Community. https://microcapclub.com/join-now/

Simply Better Brands (soon to be renamed Trubar Inc.) is a CPG company that incubates various brands in the global protein-based nutrition and wellness categories, with most of their products prioritizing clean ingredients. This is a fast-growing and massive segment of the market including supplements, bars and other nutrition foods. 

Simply owns the brand Trubar, the fast-growing, plant-based protein bar that customers seem to love. Trubar is growing like a weed, has found product/market fit and a customer base, and is growing both their wholesale and DTC businesses. Simply is at an interesting spot today because they can now be self-funding along with their small credit line, allowing us to avoid dilution, and the company’s largest shareholder is also the Chairman. 

Simply has targeted 1,500 distribution points by year end (when they report Q4 results), meaning customer ordering patterns could become more consistent. They are in grocery stores, convenience stores, club chains (both US and Canadian Costco), and growing distribution points each month. If distribution grows, revenue growth rates will likely maintain 100% or more. Trubar is growing fast on Amazon, going from a standing start of $50k monthly sales to over $1.0mm, while watching it’s product ranking skyrocket. 

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