Hardware Podcasts

Founder Feature: Erica Groussman of Trubar

The Startup CPG Podcast · 5 Dec 2025 · 27m · Episode 226

What this episode covers

Erica Groussman, founder of Trubar, discusses scaling her vegan protein bar brand from door-to-door sales to nearly $100 million in revenue across 25,000 retail locations. She details the strategic reformulation of her product to remove seed oils and increase fiber, the launch of the Trubar Kids line, and a major collaboration with Universal for the movie Wicked. Groussman also shares advice on leveraging personal networks to break into retailers like Whole Foods and Costco, and emphasizes transparency with vendors and maintaining a positive founder mindset.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Whole Foods, Costco, Target, Sprouts, Hy-Vee, Universal, Startup CPG
Products
Trubar, Wicked, Trubar Kids

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