By 2030, the global better-for-you snack market could be worth well over $78.2 billion, as note by Grand View Research. All of which should have a positive impact on companies such as Simply Better Brands (TSXV: SBBC) (OTCQX: SBBCF), BellRing Brands (NYSE: BRBR), General Mills (NYSE: GIS), Kellanova (NYSE: K) and Mondelez International (NASDAQ: MDLZ), too.
We also have to consider that demand for better-for-you snacks is off the scales. In fact, also noted by Grand View Research, “Concerns about rising obesity rates and chronic diseases such as diabetes, heart disease, and hypertension are pushing consumers toward healthier eating habits. According to the CDC, obesity affects four out of ten Americans, while the OECD report ' Health at a Glance: Europe 2020' reveals that one in six Europeans is obese, and over 50% are overweight. Better-for-you snacks, which are lower in calories, sugar, and fat compared to traditional options, are seen as a solution to these health issues.”
Fueling even more momentum, the Trump administration wants to remove artificial dyes from the US food supply, with HHS Secretary Robert F. Kennedy Jr. expected to share more about those plans shortly. Plus. According to CNN, “Lawmakers in more than half of states – both Republican- and Democrat-led – are pushing to restrict access, according to a tracker by the Environmental Working Group, a nonprofit environmental health organization, reflecting a bipartisan push toward a safer food system.”
“Food dyes are most commonly used in foods of low nutritional value such as candy and soft drinks, according to the Center for Science in the Public Interest, a nonprofit consumer advocacy group,” they added.
With a shift toward better-for-you foods, here are just a few stocks to keep an eye on.
Simply Better Brands (TSXV: SBBC) (OTCQX: SBBCF) Just Announced Name Change to TRUBAR Inc. and Changes to Management
Effective today, Simply Better Brands Corp. has officially rebranded as TRUBAR Inc. and expects to begin trading on the TSXV under the new ticker symbol “TRBR” at the start of trading on or about May 26, 2025.
As part of the transition, the Company has appointed Kingsley Ward as Executive Chairman, focusing on capital markets and strategic initiatives, and Erica Groussman as Chief Executive Officer, leading brand operations and growth.
TRUBAR Inc. (formerly, Simply Better Brands Corp., a better-for-you snacking company focused on delivering high-quality, plant-based protein products with exceptional taste and made with clean, recognizable ingredients, is pleased to announce the Company has changed its name from “Simply Better Brands Corp.” to “TRUBAR Inc.”, aligning its corporate identity with its flagship brand and primary business focus, TRUBAR™.
The Company's common shares are expected to commence trading on the TSX Venture Exchange under the new name and new stock ticker symbol "TRBR" at the start of trading on or about May 26, 2025. In connection with the name change, the new CUSIP number for the common shares will be 89778A100 and the new ISIN number will be CA89778A1003.
The name change reflects the Company’s evolution into a pure-play branded snacking business, focused entirely on the growth and expansion of TRUBAR™, one of North America’s fastest-growing plant-based protein bar brands. The purpose of the rebrand is to align the Company’s identity with its core business and consumer-facing brand, while reinforcing its commitment to building long-term shareholder value.
No action is required to be taken by shareholders with respect to the name change. Outstanding common share and warrant certificates bearing the old name of the Company are still valid and are not affected by the name and ticker symbol change.
Changes to Management
In connection with the rebrand to TRUBAR Inc., J.R. Kingsley Ward, who previously served as Chief Executive Officer and Chairman of the Company, will transition to Executive Chairman of TRUBAR, where he will focus on capital markets strategy and corporate development with the goal of driving long-term shareholder value alongside the leadership team. Erica Groussman, co-founder of TRUBAR™, will assume the role of Chief Executive Officer of TRUBAR, leading the brand’s day-to-day operations, innovation, and growth strategy.
Kingsley Ward, Executive Chairman of TRUBAR, commented “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. With Erica leading day-to-day operations as CEO, and my focus shifting to capital markets and corporate strategy as Executive Chairman, we are well-positioned to build long-term shareholder value while continuing to deliver innovative, great-tasting products made with recognizable ingredients.”
TRUBAR is proud to be led by an experienced management team with a track record of building and scaling consumer brands. The leadership team includes:
● Laura Fremaine, Chief Financial Officer – Former Controller at VRG Capital, with over 15 years of extensive experience in operational oversight and financial reporting.
● Kate McDevitt, Vice President of Sales — Over 20 years of sales experience, former Director of National Accounts at Red Bull, leading the brand’s sales strategy.
● Claire Ughetto, Vice President of Operations — Over 25 years of supply chain experience in CPG, former Global Supply Chain leader at Mars, Wrigley’s, and Kimberly-Clark.
● Luc Francillon, Vice President of Finance — Over 30 years of finance experience, former CFO of Mars Retail Group.
● Natasha Port, Vice President of Marketing — Over 10 years of marketing experience, former marketing leader at Bai Beverages and Keurig Dr Pepper.
● Fernando Massalin, Vice President Corporate Development and Investor Relations – Former Senior Associate at VRG Capital, bringing capital markets expertise and strategic advisory experience with over 10 years of capital markets experience.
Together, this experienced team brings a unique combination of expertise from some of the world’s largest consumer packaged goods companies and financial leadership from VRG Capital. With this team, TRUBAR™ is positioned to accelerate its next phase of growth, expand its market presence, and drive continued innovation in the better-for-you snacking space.
Other related developments from around the markets include:
BellRing Brands’ President and CEO Darcy Davenport just said, “Our momentum continued this quarter as Premier Protein consumption accelerated. Increased promotions, our media campaign and new products drove Premier Protein household penetration and market share to new all-time highs. Our powder products benefited from distribution gains and brand building investments. The convenient nutrition category and our leading mainstream brands continue to resonate with consumers, demonstrating a long runway of growth for ready-to-drink shakes and powders. I am pleased to affirm our guidance of net sales growth of 13% to 17% with strong Adjusted EBITDA margins even amidst the current uncertain macroeconomic environment.”
General Mills reported results for its fiscal 2025 third quarter. “Our third-quarter organic net sales finished below our expectations, driven largely by greater-than-expected retailer inventory headwinds and a slowdown in snacking categories,” said General Mills Chairman and Chief Executive Officer Jeff Harmening. “At the same time, we drove continued positive market share trends in Pet, Foodservice, and International as well as improvement in Pillsbury refrigerated dough and Totino’s hot snacks, two businesses where we made incremental investments last quarter and saw positive returns. We’re focused on improving our sales growth in fiscal 2026 by stepping up our investment in innovation, brand communication, and value for consumers,” Harmening continued. “We’ll fund that investment with another year of industry-leading HMM productivity, coupled with expected new cost-savings initiatives designed to further boost our efficiency and enable growth.”
Kellanova announced fourth quarter and full year 2024. While net sales were negatively impacted by adverse currency translation, the Company’s organic- basis growth was above its long-term target range, both in the fourth quarter and the full year. Double-digit operating profit growth was sustained in the fourth quarter, as well as the full year, as the Company improved profit margins faster than expected. Double-digit growth momentum was also sustained in earnings per share, both in the fourth quarter and for the full year 2024, owing primarily to higher operating profit. Due to the pending merger with Mars, Incorporated, Kellanova will not be providing forward looking guidance. "A more growth-oriented portfolio and solid execution by our entire organization once again contributed to stand-out quarterly performance, as we concluded our first full year as Kellanova,” commented Steve Cahillane, Kellanova’s Chairman, President, and Chief Executive Officer. “Led by our strong emerging markets presence, we sustained better-than-expected top-line growth amidst challenging industry conditions, and we improved our profit margins faster than we had anticipated. We also embarked on an exciting next phase, as we prepare to combine with Mars.”
Mondelez International released new findings on consumer attitudes toward indulgence from the sixth annual State of Snacking™ report, a global consumer trends study examining how consumers make snacking decisions. Overall, indulgence and treating remains at the fore of the snacking category, with most consumers snacking as a treat or reward. Developed in partnership with The Harris Poll, the State of Snacking survey tracks snacking behaviors among thousands of consumers across 12 countries. The 2024 survey findings show snacking remains a cost-effective way for consumers to have a bit of satisfaction in their daily lives. This may explain why appetite for cookies and biscuits is rising with the percentage of global consumers who eat biscuits and/or cookies at least once per week increasing 5% in the last year.
Legal Disclaimer / Except for the historical information presented herein, matters discussed in this article contains forward-looking statements that are subject to certain risks and uncertainties that could cause actual results to differ materially from any future results, performance or achievements expressed or implied by such statements. Winning Media is not registered with any financial or securities regulatory authority and does not provide nor claims to provide investment advice or recommendations to readers of this release. For making specific investment decisions, readers should seek their own advice. Winning Media is only compensated for its services in the form of cash-based compensation. Pursuant to an agreement Winning Media has been paid three thousand five hundred dollars for advertising and marketing services for Simply Better Brands. by Simply Better Brands. We own ZERO shares of Simply Better Brands. Please click here for disclaimer.
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