Salt Lake City-based PROBAR recently renamed its PROBAR CORE protein bars PROBAR BASE. BASE bars will feature the same flavor and nutritional benefits as before. The company also plans to add two new flavors in midsummer—Frosted Peanut Butter and Chocolate SuperGreens.
The category name change comes as PROBAR is undergoing a companywide brand refresh, including refining key visuals and branding elements, as well as the name change. The change to PROBAR BASE will serve to avoid any potential confusion in the marketplace with existing products using the name “CORE,” says the company. Additionally, the name PROBAR BASE is more closely aligned with the demographics and positioning of the product.
PROBAR BASE protein bars have been rapidly growing in popularity since their initial release as CORE in spring 2013, according to PROBAR. BASE bars contain 20 g. of plant-based protein, a chia and flax seed blend, and are certified gluten-free and non-GMO Project Verified.