MacroSquares Mark First Product Innovation Since 2004
GoMacro, the plant-based nutrition bar brand founded in 2004, has launched MacroSquares—its first new texture format in more than two decades. The bars are now available exclusively at Whole Foods Market nationwide, with direct-to-consumer and additional retail channels expected later this year.
The square format combines crunchy nuts, creamy nut butters, seeds, and dried fruit, then receives a diagonal dip in chocolate or caramel and a sprinkle of flaky sea salt. Each bar contains 200-220 calories and 7-8 grams of protein.
Four flavors are available at launch: Dark Chocolate Nuts, Caramel Almond, Peanut Butter Chocolate, and Berry White Chocolate.
Product Positioning
GoMacro positions MacroSquares as an afternoon energy solution, targeting the energy dip that typically occurs between 1 and 3 p.m. The product is designed for on-the-go consumption between meetings, in carpool lines, or as a post-lunch snack.
All MacroSquares carry the brand's standard certifications: Organic, Vegan, Gluten-Free, Kosher, Non-GMO, C.L.E.A.N., and FODMAP-Friendly.
Brand Context
GoMacro was founded by mother-daughter duo Amelia Kirchoff and Jola Sonkin on a Wisconsin family farm. The original MacroBar recipe was created by Amelia after she adopted a plant-based diet during her battle with breast cancer. The brand now operates in more than 30,000 retail locations nationwide and is known for its flagship MacroBar line as well as Mini and Kid formats.
Why It Matters
For operators and retailers, this launch signals continued product innovation from an established CPG brand with deep distribution. The exclusive Whole Foods placement underscores the brand's premium positioning within the plant-based snacking category, while the expansion roadmap suggests broader retail availability is imminent.
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Written by FBM Publications Editors