Erica Groussman of TRUWOMEN Wants to Change How You Snack

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 youfind your way to the 305, etc. 

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

During my time there, I met and fellin love with my husband who introduced me to the wonders of Miami Beach. Miamiis the perfect combination of sunshine, thriving businesses, and an emphasis onfamily life. I truly could not ask for a better city to raise my childrenalongside my amazing husband. 

Tellus about your experience in the health and wellness industry. 

Prior to startingTRUWOMEN, I have always been deeply involved in the health and wellnesscommunity. I’m a maven when it comes to spotting health trends, workoutconcepts, and consumable goods.

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

Tellus about TRUWOMEN - what made you start the company? Whatopportunity did you see? Where can we find the bars? 

As a mom who is alwayson-the-go, I couldn't shake the fact that most snacks either taste good, yetuse ingredients I couldn't pronounce, or they use clean ingredients—but tastelike cardboard. And I knew I couldn’t be alone in demanding clean treats that Icould 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 hardwork to make our protein bars vegan, gluten-free, non-GMO and free of sugaralcohols. Together, and many bites later, we perfected our indulgences to takeon the flavor profiles of the most iconic desserts, like fresh out the ovenchocolate chip cookies and melt-in-your-mouth glazed donuts. Our playful lineup of products is sold on Amazon and select smallretailers nationwide. 

Talkto 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 healthyindulgences that are dairy-free, soy-free, gluten-free, non-GMO, and free ofsugar alcohols. These ingredients also allow us to maintaindesirable nutritional profiles, with around 200 calories and 12G of protein perbar. We really wanted to do the work for consumers, so that they could spend more time enjoying what’s under the wrapper rather than tryingto figure out what’s in it. 

What'snext 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 frontierof leadership for women - elevating and providing opportunities for them. From the women behind thecompany to the vendors we work with, TRUWOMEN supports female-founded,female-owned and female-managed businesses who also elevate women in theirrespective organizations. Our goal is to empower thisgeneration while inspiring the next.