By Jim Servin
“The brand is built on happiness, and not taking life too seriously,” says Erica Groussman, founder and creator of Trubar, a brightly wrapped protein treat infused with so much deliciousness and playfulness, one almost forgets the nourishing components of each plant-based, vegan, gluten-free, soy-free and dairy-free bite. The company’s commitment to clean ingredients and sustainable packaging makes enjoyment of flavors such as Strawberry Shorty Got Cake, Daydreaming About Donuts, Whipped for Key Lime, and the brand-new Shake It, Bake It, Birthday Cake It, that much sweeter.
“I wanted something that was so indulgent, you can’t wait to enjoy it,” says Groussman. “There’s no caffeine, no stimulants, just healthy goodness, if you need a pick-me-up. A lot of people will have a Trubar before a workout to keep their endurance going.”
Summering in the Hamptons for the first time with her husband, venture capitalist Mark, and their two children, Alivia, 13, and Asher, 11, the Buffalo-born, Miami-based Groussman’s got game, citing Southampton’s padel courts as her favorite go-to. “I love padel because it’s competitive and fun, and it’s great for your brain. I’ve also done Isaac Boots, Andrea Saty and the moms club workout classes.”
The spirited entrepreneur visits Wave Wellness for restorative massages and hyperbaric chamber treatments. She’ll often take business calls outdoors, enjoying the idyllic scenery. “In Miami, I’m in my office when I’m on the phone,” she says. “But here, I’ll walk around the neighborhood. It’s so nice, with the trees, the birds chirping…and I can get so many steps in.” Groussman’s current steps goal: 10,000 a day.
With over $1 million in monthly Amazon sales, a certified success, Trubar has recently extended its wellness mission to the youth market. “Trubar Kids are geared for schools, so they’re tree nut-free,” says Groussman. “They’ve got all the same great benefits—high in fiber, 140 calories, 6 grams of protein.” A lesson best learned early in life: You can have your cake, or Key lime pie, and eat it, too. “Being happy is one of the healthiest things you can do,” Groussman says. “If you laugh and enjoy life, you’ll live a lot longer, no matter what kind of regimen you’re on.” trubar.com