What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 14% → 18% | +4pp |
| Consideration | 10% → 12% | +2pp |
| Claimed Usage | 6% → 8% | +2pp |
| Preference | 4% → 6% | +2pp |
What's behind the growth
Barebells' US brand-building leans on storytelling and recognition, with capacity investment following behind it.
On storytelling, Baking Business reported in March 2026 that global brand manager Isa Galvan described the Mint Chocolate Crisp launch as designed to recreate "that nostalgic mint chocolate chip moment," and Commercial Baking reported in February 2026 that she framed Brownie Batter around "that moment when you sneak a spoonful of brownie batter straight from the bowl." On recognition, supplement-industry outlet Stack3d named Barebells its 2025 Functional Brand of the Year in December 2025, calling it "the best tasting protein bar in the world." Behind that momentum, owner Vitamin Well Group backed it with capital: Cinven announced in July 2026 that Vitamin Well would combine with manufacturer EMPWR to bring capacity in-house and fund volume growth across retailers, channels and geographies, a move that follows Circana-reported US sales, per Baking Business, already up 244% to \$275 million for the 52 weeks to December 2025.
