Picky Bars Get an Update with Improved Recipes, New Packaging


(Photo courtesy of Picky Bars)

Oregon-based real food company improves taste and function to energy bars, introduces new-look lineup featuring customers & sponsored athletes including Alysia Montaño, Rob Krar and Nick Troutman.

Picky Bars — the Oregon-based energy bar company founded by professional athletes Jesse Thomas, Lauren Fleshman and Steph Bruce — has updated their beloved real food energy bars on the inside and the outside.

“Our bars got a new look in 2014 when we implemented the customer-driven #lifepoints wrappers, but the recipes haven’t really changed since inception,” said Thomas, CEO. “We wanted to keep the fun, active nature of our current brand design, but also clean up the messaging to give a clearer picture of the bar flavor, function and primary benefits.”

The new Picky Bars wrappers still feature customer photos, which have been reimagined as hand-drawn illustrations with playful ingredient incorporations to the scenes, and feature some Picky-sponsored athletes such as two-time Olympian Alysia Montaño and multi-time champion ultrarunner Rob Krar, who recently won his second Leadville 100. The designs were done in-house by graphic artist Kelli Meyer. “The design is still focused on activity, but the reality of what’s inside isn’t lost in the noise. We think it’ll speak well to both athlete and foodie-type shoppers, and will do much better for people seeing the product or brand for the first time.”

Picky Bars hangs its hat on balance and real food over fads or trends, with a practical approach to fueling. Their recipe updates reflect that. “We switched from agave to tapioca syrup, which is lower in fructose and more naturally processed, in all of our bars,” said Fleshman, who has created the Picky Bars recipes from day one and captained the changes. “This lowered our added sugar content (now between 4-7g per bar), but more importantly gives the bars a nice chewy texture that’s less prone to crumbling, and really brightens up the flavors in each bar. We’re super happy with the finished product, both from a performance and taste standpoint.”

Picky Bars are available in nine flavors: Ah, Fudge Nuts!, All-In Almond, Blueberry Boomdizzle, Chai and Catch Me, Cookie Doughpness, Lauren’s Mega Nuts, Moroccan Your World, Need For Seed and Smooth Caffeinator. All flavors are gluten-free, dairy-free, soy-free, non-GMO and plant-based. Five of the nine flavors are also vegan.


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