“We’re proud to pioneer the snack bar category by creating functional products that satisfy the need for nutrient-dense options, coupled with an element of playfulness,” says Lenny & Larry’s CEO, Jolie Weber. “Cookie-fied fans expressed their desire for an even more protein-packed version of a product that had become an integral part of their active and on-the-go lifestyles. Now with even more to love, Lenny & Larry’s continues to be an innovative brand that brings consumer preferences to life with a little bit of humor.” 

The new Cookie-fied Big Bar is more of what fans already love, but with a humorous undertone and clever packaging that features a donkey mascot positioned between the words "Big Bar," playfully hinting at its impressive size without explicitly stating it, inviting consumers in on the joke of just how "mASSive" the bar is.

“Lenny & Larry’s new Cookie-fied Big Bar is the perfect addition to store shelves, with its new ‘big ass’ look,” says Lenny & Larry’s SVP of Marketing and Innovation Chris Cook. “Not only does this functional bar root back to the brand’s playful ethos, we’re introducing an elevated snacking experience that consumers can expect to see more of in the coming months.”

Each flavor of the Lenny & Larry’s bar is available in 12-count packages for $27.99 on lennylarry.com. Consumers can expect single bar options for $2.33 in select convenience stores nationwide in early 2024.