Orangetheory and TRUBAR launch orange cream protein bar for summer challenge

Orangetheory Fitness and TRUBAR are using a limited-edition protein bar to make summer strength feel like a shared identity, not just a nutrition target. The co-branded I Scream for Orange Cream bar launched May 19, 2026, and the companies tied it directly to Orangetheory’s Season of Strength challenge, with TRUBAR serving as the official title sponsor.

The move gives the bar a built-in community role. Orangetheory’s Season of Strength challenge begins June 1, 2026, runs as an eight-week benchmark cycle, and is being folded into a summer promotion that includes unlimited fitness classes, free challenge entry and perks. For new guests, participating studios are also offering five Orangetheory classes for $5, a clear membership-acquisition play that gives the snack launch a path from trial to habit.

TRUBAR says the bar delivers 12 grams of plant-based protein and 12 grams of fiber, a combination that fits the category’s current shift toward stacked benefits rather than a single nutrient claim. The product page leans into the creamsicle flavor and the brand’s clean, plant-based positioning, while pricing the bar at $19.99 and pairing it with a 20% off offer tied to the collaboration. That kind of incentive matters in a market where functional-snacking brands need more than shelf presence; they need a reason for consumers to identify with the product and come back for it.

The launch reached Orangetheory studios nationwide, TRUBAR.com and Amazon on May 19, with additional national retail expansion planned throughout 2026. That expansion comes on top of TRUBAR’s already broad footprint, which the company said included more than 34,000 retail doors, and follows a 2024 distribution push that added 5,000 store locations and included a Target rollout. In other words, the brand is not chasing reach alone. It is using Orangetheory’s fitness fandom to give a mass-market bar a seasonal personality.

The partnership also shows how protein bars are evolving into lifestyle accessories for a specific crowd. In-studio sampling, challenge integration, offers and community events give the launch a social layer that pure distribution cannot. By tying orange cream flavor to summer strength goals and Orangetheory’s benchmark culture, the companies are making protein feel like part of the membership experience itself.