JAMBAR Embraces Sports Heritage With New Wrappers
Organic Energy Bars Created by PowerBar® Co-Founder Now Feature Runners, Cyclists, Skiers, Snowboarders, Soccer Players and Surfers
SAN RAFAEL, Calif. (Aug. 20, 2025) -- Organic energy bar maker JAMBAR today unveiled new packaging that celebrates the brand’s deep roots in performance nutrition and its growing community of sports partners. Wrappers and boxes for each of the brand’s five flavors now include images of athletes: Chocolate Cha Cha has runners; Peanut Butter Malt Medley features cyclists; Jammin’ Jazzleberry includes skiers and snowboarders; Musical Mango pictures soccer players; and Tropical Trio shows surfers. Launched in 2021, JAMBAR was founded by Jennifer Maxwell, returning her to the category that she and her late husband, Brian, pioneered in 1985 when they created the original energy bar, PowerBar®.
Maxwell, a former college athlete and lifelong runner, crafted JAMBAR with a nutritional profile and commitment to real food that appeals to many athletes, who also appreciate that the bars don’t melt, crumble or freeze. JAMBARs contain ancient gluten-free grains, authentic natural sweeteners, dried fruit or premium chocolate and high-quality protein.
“So many active people - ranging from weekend warriors to professional athletes - have told us that JAMBAR is their go-to energy bar to fuel their performances and daily adventures,” said nutritionist, food scientist and JAMBAR founder Jennifer Maxwell. “The new JAMBAR packaging leans into our love of sports and our commitment to providing clean ingredients for athletes and active people.”
As part of its giveback program, JAMBAR donates 50% of after-tax profits to organizations that promote active living and music. Since its launch, JAMBAR has supported athletes and sponsored races, events and sports organizations.
JAMBAR partners with professional athletes including:
Running power couple Joe and Sage Hurta-Klecker,
Skier and Olympic Gold Medalist Jonny Moseley,
Cyclist and Gravel Hall of Fame rider Ali Tetrick,
Freestyle skier and downhill mountain bike racer Ryan McElmon, and
Runner and 2023 Stroller Mile World Record holder Neely Spence Gracey.
The company also sponsored Jimmy Conrad’s Kwik Goal FC at The Soccer Tournament in 2023 and 2024, and worked with pro surfer Tia Blanco to launch its Tropical Trio flavor in 2024.
“Jennifer Maxwell is an absolute legend in the energy bar industry, and with JAMBAR, she’s done it again,” said Olympic Gold Medalist and skier Jonny Moseley. “I’ve tried a lot of energy bars, and JAMBAR is my favorite - I really appreciate the whole food, organic ingredients and the great taste.”
JAMBAR can be found at hundreds of events and races across the country, and is the official energy bar of teams and organizations including:
Aspen Snowmass;
The Bear National Cycling Team;
The Armory;
The Big Sky Conference;
Penn Athletics and Penn Relays; and
More than 20 collegiate athletic departments, including University of Texas, University of California - Berkeley and University of Richmond.
ABOUT JAMBAR
In 2021, Jennifer Maxwell founded JAMBAR with the goal of helping people feel good about the ingredients they put in their bodies, and the positive impact they can have on their local communities. JAMBAR organic energy bars are made in the U.S. and crafted in small batches in the company's state-of-the-art manufacturing facility in California. A woman-owned, mission-based business, JAMBAR donates 50% of after-tax profits to organizations that support active living and music. JAMBARs are available in sports specialty shops, natural foods and grocery stores, and online at Amazon.com. Learn more at www.jambar.com and follow JAMBAR on Facebook and Instagram.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042