\u201cI Scream for Orange Cream,\u201d a protein and fiber-packed bar, launches alongside Orangetheory\u2019s Season of Strength challenge next month <\/p>\n
With protein a booming category and consumers reaching for better-for-you options, boutique fitness giant Orangetheory is getting in on the action.<\/p>\n
The brand has partnered with plant-based protein bar brand Trubar for a limited-edition, creamsicle-inspired bar, \u201cI Scream for Orange Cream,\u2019 an homage to Orangetheory\u2019s signature citrus palette.<\/p>\n
Trubar comes to the Orangetheory collab with momentum. ETi Gida acquired the brand in February for $173 million<\/a>, part of a wave of better-for-you CPG acquisitions that has also pulled in Power Crunch, RxBar, Siete and Poppi in recent years.<\/p>\n The protein and fiber-packed bar launches alongside Orangetheory\u2019s eight-week Season of Strength challenge, beginning June 1.<\/p>\n The bar will roll out at Orangetheory studios<\/a>, online at Trubar.com<\/a> and on Amazon beginning this week, with national retail expansion planned throughout the rest of the year.<\/p>\n Trubar fans can receive a 20% off code for the limited-edition bar here<\/a>, while new Orangetheory clients can receive an introductory offer of five classes for $5 at participating studios nationwide.<\/p>\n