Lineage Provisions has launched a 20g protein bar made entirely from whole-food ingredients, positioning itself as a cleaner alternative to traditional protein bars.

Each bar delivers:

The formulation focuses on ingredients like animal-based proteins and minimally processed inputs rather than isolates and artificial additives.

The launch is paired with a bold campaign:
👉 “A bar David would actually eat”, directly referencing competitor David Protein.

This is a positioning play, not just a product launch.

Lineage is directly challenging the “engineered protein bar” category by leaning into:

The protein bar market is clearly splitting into two camps:

Lineage is betting hard on the second—and doing it aggressively.

Sources:
Fitt Insider – https://insider.fitt.co/press-release/lineage-provisions-launches-20g-protein-bar-made-entirely-from-real-food/
Lineage Provisions – https://lineageprovisions.com/