What’s happening
The brand is re-entering the protein bar category with the Raw Protein Bar, positioning it in the modern lane that’s dominating U.S. shelves: candy-bar style, better texture, and flavors that feel like cheat meals.
The macro range
Early details point to:
18–21g protein in a 60g bar
1–2g added sugar in most flavors
A higher-sugar outlier in at least one flavor variation
That puts it in the competitive sweet spot: high protein, low sugar, and still trying to taste like something you’d actually choose over a regular candy bar.
The flavor strategy
The lineup is built for the “dessert menu” consumer:
Cookie Butter
Peanut Butter Fudge
Double Fudge Brownie
Salted Caramel Pretzel
This is the same lane where the leaders are winning — and it’s not subtle.
Why this matters
The protein bar market is no longer “good enough taste.” The standard now is shockingly good taste, with texture doing as much work as the macros. If Raw nails the eating experience, it can compete immediately. If it doesn’t, the shelf is unforgiving.
Citations
https://www.stack3d.com/2026/01/raw-nutrition-protein-bar.html
https://www.stack3d.com/2022/09/raw-whole-food-bar.html