Truwomen’s Trubars make their Whole Foods debut

Denver-based nutrition brand Truwomen — known for its dessert-inspired protein bars — is making its products available to a larger audience.

Whole Foods Market will begin to carry the company’s Trubars in several flavors — oh oh cookie dough, saltylicious almond love, smother-fudger peanut butter and daydreaming about donuts.

“One of our big goals for Truwomen is to make it easier for shoppers to feel proud about choosing our products and sharing them with others. Whole Foods customers are our target demographic and we're looking forward to our retail expansion,” said Stephanie Pyatt and Erica Groussman, founders of Truwomen. “As moms who are always on-the-go, we couldn't shake the fact that most snacks either taste good, yet use ingredients we couldn't pronounce, or they use clean ingredients — but taste like cardboard. We're taking the guesswork out of choosing between a healthy or indulgent snack.”

Containing such ingredients as cassava, cacao and brown rice protein, the bars also are vegan, gluten free, kosher, non-GMO verified, and free of sugar alcohols. They also are made without the use of dairy or soy, the company said.