The Rebrand That Sparked Confusion
For many years, the signature chewy texture and rich flavors of Built Bars made them a fan favorite in the protein bar market. However, in June 2020, Built Brands made a major announcement that the existing formula would be discontinued to make way for an entirely new bar. This was part of a larger rebrand and company relaunch that also included new headquarters and manufacturing capabilities. The decision led to mass speculation and a rush to buy out the remaining stock, causing many consumers to believe that Built Bars were gone forever. It's an easy assumption to make when a beloved product formula disappears from shelves.
The All-New Built Bar Arrives
The initial announcement was a prelude to the re-introduction of Built Bars with an improved, keto-friendly recipe. The new bars featured a different formula, texture, and coating, with production moving from handmade to automated processes to ensure more consistent sizing and weight. This change aimed to enhance the product's overall quality and appeal to a broader market. Although the bar itself was not completely discontinued, the original, specific bar that customers knew and loved was indeed gone for good, replaced by its successor.
The Rise of the Built Puff
While the new Built Bar was introduced, Built Brands also saw an explosion in demand for their other main product line: Built Puffs. The Puffs offer a much lighter, fluffier texture, similar to a marshmallow, which appeals to a different consumer preference. The company has explicitly stated on its website and social media that due to this higher demand, they have shifted their focus.
Key factors in the shift toward Built Puffs include:
- Consumer Preference: A significant portion of the customer base prefers the softer, less dense texture of the Puffs over the chewier original bars.
- Variety: The company has historically released a wider array of flavors for the Puffs, with more variety and new launches compared to the standard bars.
- Market Trends: The success of the Puffs line suggests the company is responding to broader market trends leaning toward different texture profiles in protein snacks.
This doesn't mean the traditional bars are gone, but it does mean they are less prioritized in the company's product strategy. Some long-time fans have voiced their frustration, but the company has continued to listen to consumer feedback while adjusting its offerings.
Where to Find Built Bars Today
For those wondering where to find the bars, the options have changed significantly. You won't see the same flavor variety or stock levels as in years past. Here is the current situation:
- Website Availability: Built Brands continues to offer the standard Built Bars in "select flavors" directly on their official website. These are the new, reformulated versions. Flavors may change and stock can be inconsistent, especially with higher demand for puffs.
- Limited Releases: The company has also promised occasional "limited release" bar flavors throughout the year to keep interest high among dedicated bar fans. These are short-term offers, so catching them while available is key.
- Retailers: Availability at major retailers like Costco and Target may be limited, with many stores primarily stocking the Built Puff products. Always check in-store or online for the latest product offerings.
Built Bar vs. Built Puff: A Comparison
To help clarify the differences and the current product landscape, here is a breakdown of the key features of each product line.
| Feature | Built Bar | Built Puff |
|---|---|---|
| Texture | Chewy, nougaty center | Light, fluffy, marshmallow-like |
| Primary Protein | Whey protein | Blend of collagen and whey proteins |
| Current Flavor Variety | Limited, select flavors available online | Broader, more frequently updated selection |
| Retail Focus | Less prominent in major retail stores | More prominently featured in retail locations |
Conclusion: Built Bars Endure, But Have Evolved
The answer to the question "are Built Bars discontinued?" is more complex than a simple yes or no. The original Built Bar formula was indeed discontinued in 2020 and replaced with a new, improved version as part of a major rebrand. Furthermore, the company's focus has shifted considerably towards its increasingly popular Built Puff line due to market demand. This has resulted in a smaller, more limited selection of standard Built Bars available primarily through their website. While you may not find your favorite classic flavor anymore, Built Bars in their new form are still being produced and sold for fans who prefer the original texture. For the latest information, visit the official Built Brands website at built.com.
What to do if you can't find your favorite flavor
- Check the Official Website: Your best bet for finding a standard Built Bar is on the company's website, where a rotating selection of classic and limited flavors is offered.
- Monitor Limited Releases: Keep an eye on Built Brands' social media and website for announcements about special, short-term flavor releases.
- Try Built Puffs: If you're open to a different texture, Built Puffs are widely available and come in a larger variety of flavors.
- Explore Competitors: If you specifically miss the old formula, you might have to look at other brands with similar flavor profiles or textures, as that specific product is permanently gone.
