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
JAMBAR Sponsoring Pro Soccer Team Conrad & Beasley United Vying for $1M Prize at The Soccer Tournament
Organic energy bar brand sponsors Conrad & Beasley United, featuring retired U.S. Men’s National Team players Jimmy Conrad & DaMarcus Beasley, and provides nutrition for all 600 players
SAN RAFAEL, Calif. (June 1, 2023) – As part of its ongoing support of athletes, organic energy bar maker JAMBAR is sponsoring one of the 32 teams competing for the $1 million prize in The Soccer Tournament (TST). This first-of-its-kind soccer competition brings together talented players from around the world in a series of 7v7 games that will take place June 1-4, 2023. JAMBAR’s team, Conrad & Beasley United, led by superstar players Jimmy Conrad and DaMarcus Beasley, is poised to be a top contender. Conrad played in MLS for 13 years and had 27 caps with the U.S. Men’s National Team, including a World Cup appearance. Beasley played for 16 years with MLS and the Premier League and had 126 caps with the U.S. Men’s National Team. Beasley is the only American man to play in four World Cups.
Photo: Conrad & Beasley United players training before the tournament begins.
“Anyone who likes soccer will have a blast watching this high-stakes, winner-take-all tournament full of soccer legends and celebrities,” said Conrad. “Our team, Conrad & Beasley United, is psyched to be fueled by JAMBAR.” JAMBAR is also providing energy bars at the tournament’s nutrition center for all 600 TST players for training and games.
JAMBAR organic energy bars are crafted with high-quality protein and fiber and are naturally sweetened for a healthier alternative to traditional energy bars. The great-tasting, highly digestible bars have a texture and nutritional profile that makes them perfect for training and in-game. This inaugural open-application tournament is being held in Cary, North Carolina, and will stream live on Peacock and CNBC on Sunday, June 4, at 5 p.m. ET. Thirty-two teams from eight countries will compete, with 16 advancing to the knockout round, where they will play single elimination games for the $1M grand prize.
About JAMBAR
In late 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. Made from only premium organic ingredients, JAMBARs feature ancient grains, authentic sweeteners from nature and high-quality proteins. The company donates 50% of after-tax profits to organizations that support the transformative pursuits of music and sports. JAMBARs are available at JAMBAR.com, on Amazon.com and also at leading grocery stores, including Earth Fare, Good Earth, Jimbo’s, Mollie Stone’s Markets, Nugget Markets, United Markets, Berkeley Bowl, select Safeway stores and more. Learn more at www.jambar.com and follow us on Facebook and Instagram.
About The Soccer Tournament (TST)
Launching in June 2023, The Soccer Tournament (TST) is the newest creation from The Basketball Tournament TBT Enterprises. TST is an open-application, million-dollar, winner-take-all competition. Teams will face off in a 32-team, World Cup model. It will feature a 7v7 format and host teams from all across the world. For more information on TST, visit TheTournament.com.
Media Contacts
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Debbie Pfeifer, JAMBAR, debbie@jambar.com, tel: 206.669.3580