TRUBAR and Alterra Mountain Company Partner to Elevate the Mountain Experience
HOSPITALITYMARKETING
TRUBAR Announces Multi-Year Exclusive Partnership With Alterra Mountain Company, Becoming the Official Nutrition Bar Partner Across 15 Iconic Ski Resorts and the Ikon Pass Community.
For skiers and snowboarders, the "summit snack" is a sacred ritual. But as outdoor enthusiasts increasingly demand cleaner, plant-based fuel that actually tastes like a treat, the options at the top of the mountain are evolving.
TRUBAR, the brand known for its dessert-inspired, clean-ingredient protein bars, today announced a landmark three-year exclusive partnership with Alterra Mountain Company. The deal names TRUBAR the Official Nutrition Bar Partner across 15 premier North American ski resorts and the massive Ikon Pass community.
This multi-year partnership, running through September 2028, represents TRUBAR's largest and most expansive brand collaboration to date.
A Natural Fit for Outdoor Culture
The collaboration is a first-of-its-kind category deal, designed to put plant-based, "better-for-you" nutrition at the center of mountain culture. TRUBAR will gain unprecedented access to millions of active, experience-driven consumers across some of the most iconic winter destinations in North America, including:
Colorado: Winter Park Resort and Arapahoe Basin
California: Mammoth Mountain, Palisades Tahoe, Big Bear Mountain Resort, and June Mountain
Utah: Deer Valley Resort and Solitude Mountain Resort
Vermont: Stratton and Sugarbush Resort
Canada: Blue Mountain (Ontario) and Tremblant (Quebec)
“This partnership is a powerful milestone in TRUBAR's mission to bring clean, delicious nutrition to people living active, adventurous lives,” said Erica Groussman, Founder & CEO of TRUBAR. “Alterra Mountain Company's premier mountain destinations and passionate Ikon Pass community align perfectly with who we make TRUBAR for.”
Integrated into the Fabric of the Mountain
The partnership ensures that TRUBAR will be present throughout the entire guest journey. Skiers and riders will find the bars in resort retail shops, base lodges, and even on chairlifts.
The integration goes beyond physical snacks; Ikon Pass holders will receive exclusive TRUBAR offers and product experiences throughout the season. TRUBAR will also play a prominent role in marquee winter and summer events and guest activations at these world-class destinations.
“TRUBAR's passion for the outdoors and healthy living aligns with Alterra Mountain Company's values, so it's a natural fit,” said Ryan Blanchard, VP of Brand Partnerships at Alterra Mountain Company.
Accelerating Momentum
Since its launch in 2021, TRUBAR has become one of the fastest-growing brands in its category, doubling revenue annually and expanding into over 20,000 retail locations nationwide, including Costco, Target, and Whole Foods.
By aligning with the global leader in mountain destinations, TRUBAR is proving that healthy snacking doesn't have to be a compromise, it can be the highlight of a day spent in the great outdoors.