TRUBAR Inc.: The Plant-Based Snack Play With Explosive Growth Potential

The name change from Simply Better Brands Corp. to TRUBAR Inc. isn’t just semantics—it’s a bold declaration of intent. This company is no longer a side hustle; it’s a pure-play powerhouse in the booming plant-based snacking sector. And if you’re not paying attention now, you’ll miss the boat as this stock takes off. Let’s break down why this is a BUY at these levels.

The Leadership Pivot: From Chaos to Clarity

Let’s start with the CEO shuffle—Kingsley Ward stepping back to Executive Chairman and Erica Groussman taking the CEO reins. This isn’t just a reshuffle; it’s a strategic masterstroke. Ward, as Executive Chairman, can focus on capital markets and scaling the business, while Groussman—co-founder of TRUBAR™—can lean into her operational expertise. This division of labor has already paid dividends:

• 2024 Revenue Soared 69% to $45.3 million, with TRUBAR™ accounting for 96% of sales.
• Adjusted EBITDA turned positive at $0.5 million in 2024, up from a loss of $1.4 million in 2023.

The move to dump the No B.S. skincare brand—a strategic drag—freed up resources to fuel TRUBAR’s growth. This isn’t a “me too” snack company; it’s a focused, lean machine with a clear mission.

The Financial Turnaround: Profitability Is in Sight

The numbers scream execution. While the net loss remains ($11.5M in 2024 vs. $7.5M in 2023), the adjusted metrics tell a different story. Strip out the warrant liabilities, and the adjusted net loss improved from $8.5M to $4.4M. This isn’t just about cutting costs—it’s about investing for growth.

Take a look at this:

That 365% surge in direct-to-consumer sales in 2024? A game-changer. As TRUBAR expands its DTC footprint, margins will expand too—no middleman, no markdowns.

The Distribution Blitz: Walmart, Costco, and More—This Is a Retail Dominance Story

TRUBAR isn’t playing around with distribution. It’s taking over shelves in the biggest retailers:

1. Costco’s Multi-Vendor Mailer (MVM) Promotion (May–June 2025): TRUBAR’s top flavors (“Oh Oh Cookie Dough” and “Get in My Belly PB & Jelly”) are featured in this high-impact campaign targeting millions of Costco members. This isn’t a one-off—it’s the third straight year in the MVM, proving Costco’s confidence in the brand.
2. Target Stores Nationwide: Launched in April 2025, this opens up 1,800+ locations to TRUBAR’s reach.
3. Sam’s Club Rollout (Jan 2025): Now in all U.S. locations, this adds another layer of bulk retail dominance.

By year-end 2024, TRUBAR was already in 15,000+ stores—and that’s before 2025’s push. With Walmart Canada, Gopuff, and Love’s Travel Stops all on board, this is a retail juggernaut.

Why the Name Change Matters: Focus = Value

The shift from “Simply Better Brands” to TRUBAR Inc. isn’t just a rebrand—it’s a signal to the market. This company is all-in on its flagship product, and investors are getting a cleaner, higher-margin business.

• The sale of the No B.S. skincare line (expected to close in Q2 2025) removes distractions.
• The new ticker TRBR on the TSXV (starting May 26) will attract institutional investors seeking pure-play growth.

The Catalysts Are Now—This Is a 2025 Play

The May 2025 Costco MVM promotion is a major catalyst. With TRUBAR’s products in front of Costco’s loyal, high-income shoppers, sales could explode. And with Target’s nationwide rollout and the Canadian expansions, this is a multi-quarter growth story.

The Bottom Line: Buy the Pivot

TRUBAR is all-in on plant-based snacking, a category growing at 12% annually. With razor-sharp focus, a leadership team that’s execution-driven, and retail partnerships that’ll drive revenue, this is a buy now, profit later story.

Action Alert:
- Buy TRBR (TSXV) ahead of its ticker switch on May 26.
- Set a price target of 50% upside within 12 months as distribution ramps and margins improve.
- Risk: The company is still unprofitable, but the path to EBITDA positivity is clear.

This isn’t a fad—it’s a fundamental shift in snacking. TRUBAR is the stock to own in this space. Don’t miss the train.

Disclosure: The author has no position in TRUBAR Inc. at the time of writing.