Picky Bars Get an Update – Improved Recipes and New Packaging
Oregon-based real food company improves taste and function to energy bars, introduces new-look lineup featuring customers & sponsored athletes including Alysia Montaño, Rob Krar and Nick Troutman.
Picky Bars—the Oregon-based energy bar company founded by professional athletes Jesse Thomas, Lauren Fleshman, and Steph Bruce—has updated their beloved real food energy bars on the inside and the outside.
“Our bars got a new look in 2014 when we implemented the customer-driven #lifepoints wrappers, but the recipes haven’t really changed since inception,” said Thomas, CEO. “We wanted to keep the fun, active nature of our current brand design, but also clean up the messaging to give a clearer picture of the bar flavor, function and primary benefits.”
The new Picky Bars wrappers still feature customer photos, which have been reimagined as hand-drawn illustrations with playful ingredient incorporations to the scenes, and feature some Picky-sponsored athletes such as 2x Olympian Alysia Montaño and multi-time champion ultrarunner Rob Krar, who recently won his second Leadville 100. The designs were done in-house by graphic artist Kelli Meyer. “The design is still focused on activity, but the reality of what’s inside isn’t lost in the noise. We think it’ll speak well to both athlete and foodie-type shoppers, and will do much better for people seeing the product or brand for the first time.”
Picky Bars hangs its hat on balance and real food over fads or trends, with a practical approach to fueling. Their recipe updates reflect that. “We switched from agave to tapioca syrup, which is lower in fructose and more naturally processed, in all of our bars,” said Fleshman, who has created the Picky Bars recipes from day one and captained the changes. “This lowered our added sugar content (now between 4-7g per bar), but more importantly gives the bars a nice chewy texture that’s less prone to crumbling, and really brightens up the flavors in each bar. We’re super happy with the finished product, both from a performance and taste standpoint.”
Picky Bars are available in nine flavors – Ah, Fudge Nuts!, All-In Almond, Blueberry Boomdizzle, Chai and Catch Me, Cookie Doughpness, Lauren’s Mega Nuts, Moroccan Your World, Need For Seed, and Smooth Caffeinator. All flavors are gluten-free, dairy-free, soy-free, non-GMO, and plant-based. Five of the nine flavors are also vegan. Single bars retail for $2.75, 10-bar carton for $27.50, and are also available at discounted rates through their subscription service, the Picky Club. They can be found nationwide and in select international markets across specialty outdoor, run and bike retailers, natural grocery stores, pickybars.com, and .
About Picky Bars
Picky Bars creates real food products to “Fuel Great Experiences.” Founded in 2010 in the home kitchen of husband (Jesse Thomas) and wife (Lauren Fleshman) with friend (Steph Bruce)—all professional endurance athletes—they set out to create a real food bar that was built for performance. Still 100 percent athlete-owned, the business is based in Bend, Oregon. Through wholesome products, great service, and some quirky humor, Picky Bars strives to support and inspire athletes of all levels to reach for their goals and live life to the fullest.