Trubar launches Wicked LTO
The protein bar brand is launching the product in celebration of the movie release.
Trubar, a clean-label, plant-based protein brand, has partnered with Universal Products & Experiences to release a co-branded snack ahead of Universal Pictures’ upcoming film Wicked: For Good, scheduled for theatrical release on November 21.
The five-bar limited-edition box will be available October 15 on Trubar's website and in more than 3,900 retail locations—including Target, Albertsons, and Safeway—starting November 1. The set includes two existing flavors: It’s Mint to Be Chip (green), referencing Elphaba’s storyline, and Daydreaming About Donuts (pink), aligned with Glinda’s character arc. The pairing reflects themes of friendship and empowerment featured in the film.
This collaboration marks the first time a Universal Pictures franchise has been featured through Trubar's protein snacks.
“At TRUBAR, we believe clean eating should feel fun, indulgent, and connected to culture,” says Erica Groussman, founder and CEO of TRUBAR. “Partnering with Universal Products & Experiences allows us to bring that mission to life in an unprecedented way—creating snacks that are as joyful and iconic as the characters that inspire them.”
Founded in 2021, the Miami-based company reports annual revenue growth since launch and expanded into more than 20,000 retail locations in 2025. The Wicked: For Good partnership continues Trubar's strategy of combining product innovation with cultural relevance.
Related: Trubar introduces kids' line of snacks
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