In a wellness world crowded with chalky protein bars, Erica Groussman created something entirely different. In 2019, the Miami Beach–based founder and CEO of Trubar built a plant-based, gluten-free, dairy-free, and seed oil–free protein bar that actually delivers on flavor, with dessert-inspired hits like Strawberry Shorty Got Cake, Oh Oh Cookie Dough, and Whipped for Key Lime. What began as a personal frustration has grown into one of the country’s fastest-rising snack brands, now stocked in more than 21,000 locations nationwide, including Target. Fresh off a headline-making $173 million acquisition by Eti Gida, Groussman is penning Trubar’s next chapter from Miami—and she’s just getting started.
Aventura: What was missing in the protein bar aisle that made you want to create Trubar?
Groussman: I set out to create a dessert-inspired bar that truly tasted good, but with clean ingredients that made you feel good afterward. I was tired of the options on the market that made you feel bad, made your stomach ache, or that you couldn’t wait to throw out because it didn’t taste good.
What’s been the key to your success?
Personality traits have really led it. I am the utmost kind to everyone I come in contact with, and I think that goes a long way. I also have grit, hustle, and drive. I do whatever needs to get done at any point in time. That shows my team that if nothing is below me, nothing is below you.
What does the acquisition by Eti Gida mean to you personally?
I feel incredibly lucky that I found a partnership with such a great family that comes with so much knowledge in manufacturing and distribution of food products. They want me to continue my vision and use my passion and pulse on the brand to keep growing it. I feel really blessed that I found them. It wasn’t a strategic buyer that wanted to change the ingredients or make it more profitable. They’re looking for a brand they’ll keep for another 65 years.
What does your day-to-day look like now?
I’m still very involved. I do sales calls, marketing calls, concept calls, partnerships. I’m still in it.
What’s next for Trubar?
We’re planning to go global, expand into new territories, and continue to make Trubar a household name.
How has Miami shaped the brand’s journey?
Miami Beach is one of the best cities in the world, and we have so many amazing people here. I think it has contributed to the success. You never know who’s sitting next to you at dinner or who your neighbor is. Everyone here wants to help each other. I feel very grateful that we’re in this hot spot and that I live within this community.
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