Prima is launching its Peanut Butter protein bar this week, adding to an existing lineup that includes Cacao, Cookie Dough, Mocha, Salted Caramel, and Mint Chip flavors. The new bar contains 21g of complete animal protein derived from grass-fed whey and collagen, with 10 total ingredients and no seed oils, isolates, fillers, or artificial flavors. The bar is sweetened with organic raw honey and uses grass-fed beef tallow as its fat source—a departure from conventional protein bar formulations.
Distribution Timeline Peanut Butter launches direct-to-consumer on October 22, followed by Kroger on November 7 and Sprouts on December 14. Suggested retail price is $3.69 per bar or $27.93 per box.
Market Position Prima holds the #1 top-selling protein bar position at both Sprouts and Erewhon, according to the company. The new Peanut Butter bar meets the same ingredient standards as the existing lineup.
Why It Matters
The protein bar category continues to attract consumer attention amid broader dietary trends. A recent New York Times analysis examined whether the market has reached "peak protein," while new research from Medical News Today explored how the body responds differently to ultra-processed versus less-processed foods. Prima's positioning around whole-food sourcing and seed-oil elimination reflects growing operator interest in transparent ingredient profiles and alternative fat sources.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
