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.