TruHeight adds protein waffles and gummies to family wellness lineup

TruHeight pushed its family wellness line deeper into everyday eating on June 15, unveiling TruHeight Fruits & Veggies Superfood Gummies and a Protein Energy Waffle from Las Vegas, Nevada. The launch shows how protein brands are leaning into familiar formats that feel easier for parents and less clinical for kids than powders, pills or shakes.

The Protein Energy Waffle sits at the center of the rollout. TruHeight says each serving delivers 5 grams of protein and 7 grams of fiber, and the company positions it around sustained energy, satiety and digestive health. Its formula uses milk protein concentrate and wheat protein, with no added sugar or artificial ingredients. Target listed the product as a soft honey maple stroopwafel and priced it at $30.00, giving the item a premium shelf signal even as it borrows a breakfast format most families already know how to use.

The gummies extend the same strategy in a different direction. TruHeight says the Fruits & Veggies Superfood Gummies contain more than 40 organic superfoods, a formulation that broadens the pitch beyond a single nutrient and into all-in-one daily coverage. That matters in a category where bars, shakes and powders can wear out consumers fast. A gummy is less of a performance product and more of a compliance tool, which is exactly why these formats keep showing up in family wellness aisles.

TruHeight has been building toward this move for a while. The company says it launched its Growth Protein Shake and Sleep Gummies in August 2022, and it says its mission is to become a global leader in children’s nutrition. The brand also says it works with health experts and emphasizes clean ingredients and third-party testing, a messaging stack that helps it reach beyond growth claims and into broader household wellness.

That broader positioning landed alongside regulatory scrutiny. In April 2026, the Federal Trade Commission took action against TruHeight over allegedly deceptive and unsubstantiated height-growth advertising claims. Against that backdrop, waffles and gummies are a meaningful pivot: they let TruHeight keep talking about nutrition, energy and routine use without relying as heavily on the growth language that drew federal attention.