Elk Grove Village, Ill. — JiMMYBAR! has expanded distribution of its Creatine Protein Bar to Costco warehouses across the United States. The move places the functional snack in front of millions of warehouse club shoppers. It comes as demand for performance-focused nutrition continues to grow.
The ready-to-eat bar contains 20g of protein. It also includes 5g of creatine monohydrate, which represents a full daily serving. Each bar has 4g of sugar. The product is positioned as a convenient alternative to traditional powdered supplements.
The nationwide rollout includes a 14-count variety pack at Costco locations. The pack features two flavors: Chocolate Peanut Butter and Double Fudge Brownie.
According to the brand, the product was designed to simplify daily creatine intake. It targets consumers who prefer portable snacks. It also appeals to those who want to avoid mixing supplements in shaker bottles.
Product rollout reaches millions of warehouse shoppers
The new Costco pack contains:
- 7 Chocolate Peanut Butter creatine bars
- 7 Double Fudge Brownie creatine bars
The warehouse club format introduces the bars at nearly half the cost per bar compared to direct-to-consumer pricing. This creates a lower entry point for new customers.
According to Jim Simon, the Costco partnership represents a significant step. It helps bring functional nutrition products to a broader audience.
“Creatine is one of the most widely studied ingredients in performance nutrition,” Simon said in a statement announcing the launch. Research supports its benefits for muscle strength, recovery, and cognitive function. He added that the company developed the bar to make daily supplementation “simple, accessible, and enjoyable.”
The product first debuted publicly at the Mr. Olympia in 2025. At the event, the brand introduced what it describes as America’s first creatine protein bar.
Since then, distribution has expanded across several retail channels. These include Walmart, GNC, and Amazon. The bars are also available through convenience retailers such as ExtraMile and Cumberland Farms.
Industry context: functional ingredients enter mainstream retail
The Costco rollout highlights a broader shift in the sports nutrition market: performance supplements are increasingly moving into mainstream retail snack formats.
Traditionally, creatine has been sold primarily as powders or capsules through specialty retailers and online supplement stores. But the growth of **functional foods (products combining nutrition and convenience) is reshaping how consumers access performance ingredients.
Warehouse clubs like Costco have also become key launchpads for emerging CPG products, offering large-format pricing and access to millions of high-frequency shoppers.
By pairing creatine with protein bars, brands aim to reach both serious athletes and casual wellness consumers seeking simplified routines.
Why it matters
The introduction of creatine-infused protein bars in major retail chains signals a convergence between sports nutrition supplements and everyday packaged foods.
As consumers increasingly prioritize convenience, brands are experimenting with ways to integrate functional ingredients directly into snacks and meal replacements. Products that eliminate preparation steps (such as mixing powders) can appeal to busy consumers while expanding the reach of traditionally niche supplements.
For retailers like Costco, these innovations also help differentiate the nutrition aisle with higher-margin, trend-driven products. If creatine bars gain traction, the move could accelerate a broader wave of supplement-enhanced CPG products entering mainstream grocery channels.
Editor’s note: Source86 perspective
For food manufacturers and private label brands, the rise of functional nutrition products reflects a growing shift in the CPG landscape. Consumers increasingly expect performance ingredients, convenience, and transparent nutrition in a single product.
Innovations like creatine-infused bars show how supplement ingredients are moving beyond powders and capsules. These ingredients are now appearing in everyday snack formats. This shift creates new opportunities for brands to differentiate through formulation and functional benefits.
At Source86, we support brands navigating this shift. We connect companies with trusted ingredient suppliers, private label partners, and co-manufacturing networks. These partnerships help brands scale functional food innovation.
Our platform supports brands across the production process. This includes bulk ingredient sourcing, R&D formulation, FSQA oversight, and retail-ready production. The goal is to help CPG brands bring next-generation nutrition products to market with confidence. Let’s talk.
FAQs
The JiMMYBAR! Creatine Protein Bar is a functional snack that combines 20 grams of protein with 5 grams of creatine monohydrate, designed to offer a convenient alternative to traditional creatine supplements.
The bars are now available in Costco warehouses across the United States, along with additional retailers including Walmart, GNC, Amazon, and select convenience store chains.
Creatine is one of the most widely researched performance nutrition ingredients and is associated with benefits for muscle strength, recovery, and physical performance. As demand for functional foods grows, brands are increasingly incorporating such ingredients into ready-to-eat products like bars, beverages, and snacks.
External source: JiMMYBAR! Brings America’s First Creatine Protein Bar to Costco Warehouses Nationwide
