TRUBAR, the better-for-you dessert-inspired protein bar brand, announced a landmark three-year exclusive partnership with Alterra Mountain Company, making TRUBAR the Official Nutrition Bar at 15 premier North American ski resorts and within the Ikon Pass community. The deal runs from October 2025 to September 2028, marking TRUBAR’s largest brand partnership to date.
This collaboration brings plant-based, craveable fuel to millions of skiers and snowboarders across resorts including Arapahoe Basin, Mammoth Mountain, Deer Valley, Tremblant, and more. TRUBAR will be featured in resort retail shops, base lodges, chairlifts, digital displays, and signature events, ensuring active outdoor enthusiasts have access to healthier, delicious options on the mountain.
In addition, Ikon Pass holders will enjoy exclusive offers, product experiences, and on-mountain content throughout the season. This partnership affirms TRUBAR’s rapid growth, after doubling revenue annually since 2021 and reaching over 20,000 retail locations nationwide.
Ryan Blanchard of Alterra Mountain Company called TRUBAR a perfect fit for their outdoor-focused community, and TRUBAR Founder & CEO Erica Groussman highlighted the brand’s mission to bring clean, flavorful nutrition to active lives.
For more information, please visit: https://www.trubar.com/.