Equip Foods, a food supplement company, has announced the presale of its new Prime Bar, a grass-fed beef protein bar designed for clean-living, health-conscious consumers. Available in July, Prime Bar combines 20 g of pasture-raised beef protein with a fudgy texture and nutrient-dense superfoods.

Prime Bar is the first bar to deliver beef-based protein that tastes like dessert, without relying on whey, milk isolates, seed oils, fiber syrups, lecithins, or refined sugars, the company says. It’s made with collagen and colostrum—two ingredients for gut health, immunity, and recovery benefits—plus healthy fats from grass-fed tallow and cocoa butter, and naturally sweetened with dates and honey.

“We created Prime Bar because nothing like it existed—a superfood protein bar with 20 g of protein and great taste, made from real foods our bodies actually recognize,” says Dr. Anthony Gustin, founder of Equip Foods. “There are clean bars with very little protein and bad taste. Other high-protein bars are full of junk that's harsh on the gut and suboptimal for health. Prime Bar is the protein bar I wanted for my own family.”

Prime Bar is Equip Foods’ answer to the growing frustration with protein bars that fall short on taste, ingredient integrity, or digestibility, it says. "This isn’t just another protein bar. We’re setting a new standard for the category,” says Kieran Mathew, CEO at Equip Foods. “We're optimizing for high protein, nutrient-density, and satiation, while others optimize for macronutrients in isolation, at the expense of health. People are waking up to the truth about ultra-processed foods. Prime Bar speaks to that shift—it’s real food that works, for real life.”

Each bar is third-party tested for protein content, heavy metals, pesticides, glyphosate, microplastics, mycotoxins, and molds.

The highlights of Prime Bar include:

Prime Bar is now available for presale exclusively at equipfoods.com.

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