Snacking these days can be quite difficult. There are endless options, some of which are healthy for you, others not so much. So where do you begin? We caught up with Erica Groussman, co-founder of TRUWOMEN – a clean treat option that wants to simplify your decision making. Check out our interview with Groussman below.

Tell us a little bit about yourself – where are you from, how did you find your way to the 305, etc. 

I am originally from Buffalo, New York and made the move to Los Angeles to study at UCLA. I had always wanted to explore the Big Apple, so after graduating, and working in Los Angeles in film finance for a few years, I moved back to the east coast to live in NYC.

During my time there, I met and fell in love with my husband who introduced me to the wonders of Miami Beach. Miami is the perfect combination of sunshine, thriving businesses, and an emphasis on family life. I truly could not ask for a better city to raise my children alongside my amazing husband. 

Tell us about your experience in the health and wellness industry. 

Prior to starting TRUWOMEN, I have always been deeply involved in the health and wellness community. I’m a maven when it comes to spotting health trends, workout concepts, and consumable goods.

However, with more knowledge comes more responsibility, and I began having great difficulty ignoring the gaps I spotted specifically in the food market. We’ve seen such a great increase in alternatives that allow persons with food restrictions to enjoy more, but such a lack of quality and transparency in ingredients. It was really my mission to make it so that more people could enjoy delicious foods, while also getting the nutritious value that their bodies crave. 

Tell us about TRUWOMEN – what made you start the company? What opportunity did you see? Where can we find the bars? 

As a mom who is always on-the-go, I couldn’t shake the fact that most snacks either taste good, yet use ingredients I couldn’t pronounce, or they use clean ingredients—but taste like cardboard. And I knew I couldn’t be alone in demanding clean treats that I could proudly crave.

Through the great network of friends, I crossed paths with my co-founder Stephanie Pyatt and she too became obsessed with blurring the lines between healthy and delicious. The more we asked women what they wanted to snack on, the stronger we committed ourselves to create clean products that most everyone can enjoy.

For TRUWOMEN, that meant doing the hard work to make our protein bars vegan, gluten-free, non-GMO and free of sugar alcohols. Together, and many bites later, we perfected our indulgences to take on the flavor profiles of the most iconic desserts, like fresh out the oven chocolate chip cookies and melt-in-your-mouth glazed donuts. Our playful lineup of products is sold on Amazon and select small retailers nationwide. 


Talk to us about the nutritional elements of the bar? 

The protein bar aisle is crowded with bars full of lengthy and questionable ingredients. We wanted to make it easier for shoppers to feel proud of choosing our bars and sharing them with others, so we created a first-of-its-kind food category called Indulgent Nutrition™ which combines amazing taste with clean ingredients. 

Our ingredients allow us to dream up healthy indulgences that are dairy-free, soy-free, gluten-free, non-GMO, and free of sugar alcohols. These ingredients also allow us to maintain desirable nutritional profiles, with around 200 calories and 12G of protein per bar. We really wanted to do the work for consumers, so that they could spend more time enjoying what’s under the wrapper rather than trying to figure out what’s in it. 

What’s next for TRUWOMEN? 

Aside from our ability to quickly innovate and share new products, I am most excited about what we are doing with our business practices. It was important that we not only create a cleaner, healthier alternative for women to eat and share, but that we also practice better business by empowering women within the workplace.

We’re working to drive a new frontier of leadership for women – elevating and providing opportunities for them. From the women behind the company to the vendors we work with, TRUWOMEN supports female-founded, female-owned and female-managed businesses who also elevate women in their respective organizations. Our goal is to empower this generation while inspiring the next.