GoMacro launches MacroSquares, its first new format since 2004

GoMacro has spent 22 years building a loyal following around MacroBars, and now it is asking shoppers to rethink what a better-for-you snack bar can look and feel like. MacroSquares, the Viola, Wisconsin company’s first new format since 2004, trade the familiar bar shape for a square format designed to deliver more texture, more visual appeal and a more deliberate afternoon snack experience.

The launch matters because it marks a shift from flavor-led line extension to format strategy. GoMacro was founded by Amelia Kirchoff and Jola Sonkin after Kirchoff adopted a plant-based diet while battling breast cancer and created the original MacroBar recipe in her kitchen on the family farm. That origin story still anchors the brand, but MacroSquares show the company is now using shape and mouthfeel as competitive tools in a crowded category where many protein bars blur together.

Each MacroSquare contains 7 to 8 grams of protein and 200 to 220 calories, built from nuts, pumpkin seeds and nut butters, then finished with a chocolate or caramel half-dip and sea salt. The line debuts in four flavors: Peanut Butter Chocolate + Sea Salt, Caramel Almond + Sea Salt, Dark Chocolate Nuts + Sea Salt, and Berry White Chocolate + Sea Salt. GoMacro says it spent more than three years developing the product, a timeline that underscores how seriously the brand treated the move away from its long-running MacroBar architecture.

The rollout begins exclusively at Whole Foods Market nationwide on June 8, 2026, with broader retail and direct-to-consumer availability planned later in the year. That staged approach fits GoMacro’s positioning as an established but still nimble natural foods brand, one that has long leaned on Whole Foods as a place to introduce something new or stock up on bars. The company’s website describes MacroSquares as organic, vegan, gluten-free, non-GMO and kosher, while its broader portfolio carries low-FODMAP and climate-conscious positioning. For retailers, the line adds a differentiated organic option in a mature bar set; for GoMacro, it signals that the next growth story may come not from another flavor, but from rethinking the form itself.