Barebells protein bar lookin like Rolo’s?

Description

Protein bars are no longer competing only with each other. They’re increasingly borrowing cues from candy, snacks, and indulgent treats, and this package shows exactly how intentional that shift can be.

This execution leans heavily into visual familiarity. The structure changes. The graphics soften. The cues feel closer to a confection than a supplement. In the world of protein packaging design, that’s a calculated move. It reduces the intimidation factor and reframes the product as enjoyable rather than functional or restrictive.

What’s interesting is how closely this approach mirrors what’s happening in adjacent categories, such as vitamin packaging design, where brands are moving away from clinical signals toward formats that feel approachable and even playful. That crossover matters, especially as younger consumers enter the category with very different expectations.

There’s also a clear nod to Gen Alpha packaging trends here. Bright colors, recognizable shapes, and candy-adjacent cues are becoming shorthand for “easy,” “tasty,” and “not serious.” Whether this is a one-off experiment or the start of a broader system shift remains to be seen, but the intent is clear.

The real test will be balance. When health products start to look like treats, clarity and trust have to work even harder to keep up.