Vegan Rob's to release Kombuchabars

by Anna Wiber
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Vegan Rob's
Kombuchabars are available in four flavors.

Once relegated to health food stores or a brewer’s basement, kombucha has gained traction among consumers and the sector is expected to reach $1.8 billion by 2020, according to MarketsandMarkets. Hoping to mirror the success of the fermented tea is Vegan Rob’s Kombuchabars, set to roll out Dec. 12. 

Made with kombucha, blended seeds, fruit and tapioca syrup, the bars impart the nutritional benefits of kombucha through a shelf-stable, grab-and-go bar. 

Taking more than two years to develop, the company researched and monitored different trends within the segment, and examined food safety risks before successfully previewing it at the 2017 Natural Products Expo East, 

“The response was unbelievable,” said Rob Ehrlich, chief executive officer, Vegan Rob’s, Sea Cliff, N.Y. “We now have a waiting list and orders from major retailers and e-commerce sites. The entire concept is groundbreaking, and everyone has grasped that.”

To quickly gain acceptance among consumers, the brand is introducing the bars in approachable flavors, such as banana, cranberry, dark cacao and blueberry, that can blend well with its complex kombucha mix.

Mr. Ehrlich, who is also the founder of Pirate’s Booty, has high hopes for the new product.

“I expect the kombucha bars to be the next Kind bar, Red Bull or 5-hour Energy-type defining product craze,” he said.
With on-trend inclusions and contemporary packaging, the company looks to reach a wide audience that includes millennials, gen-z, and even athletes, who can benefit from the bar’s nutrients that may aid a post-workout recovery. 

“Gut health is the foundation for all health, and we are on the cutting edge in making kombucha more accessible,” Mr. Ehrlich noted. 

The 1.4-oz bars have a suggested retail price of $4.99 and will be available Dec. 12 at select e-commerce, convenience and independent retailers. Kombuchabars will be launched nationally in 2018.

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