Maker of plant-based protein bar changes name
Simply Better Brands Corp. has rebranded as Trubar Inc. As part of the transition, the company appointed co-founder Kingsley Ward as executive chairman, focusing on capital markets and strategic initiatives, and co-founder Erica Groussman will take over as CEO, leading brand operations and growth.
The name change reflects the company’s evolution into a “pure-play branded snacking business,” according to the company announcement. The rebrand will “align the company’s identity with its core business and consumer-facing brand.”
What they are saying
“This rebrand marks a pivotal moment for our company as we align our corporate identity with the brand driving our growth, Trubar. It’s more than a name change. It reflects our evolution into a focused, disciplined organization committed to scaling a standout brand in the better-for-you snacking space,” said Kingsley Ward.
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