PRIMA

You asked, we delivered. PRIMA now has 21g of grass-fed protein.

Our Halloween costume this year? A protein bar made with real ingredients.

Over the last few decades, we got really good at counting macros and really bad at asking where our food comes from. Consider this your reminder to question what's actually in your protein bar.

Fall essentials: oversized sweaters, an unnecessarily expensive coffee, and a PRIMA bar in every bag.

Protein is having a moment. And not going to lie, we’re happy about it.

Pumpkin spice is the flavor of fall. We say… have you tried salted caramel?

Coffee is breakfast. Protein is breakfast. So technically our Mocha bar is extremely responsible.

Normalize asking why your protein bar needs ingredients you’ve never heard of.

If you can’t pronounce the ingredients, we don’t want it…and honestly, neither should you.

Whoever decided three meals a day was enough had clearly never experienced 4pm…that’s when we’re reaching for a PRIMA bar.

PSA: Clean ingredients shouldn’t be a selling point. They should be the starting point.

Anyone else desperately need a snack at this time of day?

Somewhere along the way, protein bars got very comfortable being candy bars with a gym membership.

Everyone suddenly cares about ingredients and the food industry is sweating. Prima was built for this exact moment.

If you need a chemistry degree to read the ingredients, we’re probably not eating the same thing.

”High protein” and “good for you” are not synonyms. Hope this helps.

America is currently debating mystery meat. Suddenly our obsession with knowing what’s in your food feels pretty reasonable.

Hot take: protein bars should probably contain…protein.

Pick your fighter.  21g grass-fed protein. 10 ingredients. Nothing to hide.

snacking should feel good, not like a compromise.