JiMMYBAR! Functional Protein is extending its protein-plus-creatine bar lineup with Orange Dream, a citrus-vanilla flavor delivering 20 grams of protein and a full 5-gram serving of creatine monohydrate per bar, with natural almond butter as the lead ingredient. The SKU launches exclusively on JiMMYBARs.com before rolling into the brand's existing brick-and-mortar footprint.

C-Store Shelf Relevance

For convenience operators, the news matters because JiMMYBAR! already holds placement at Wawa, Chevron ExtraMile, H-E-B, and Hy-Vee — chains that collectively represent thousands of high-traffic forecourt locations. The brand also moves product through Target, Sam's Club, Costco, GNC LiveWell in both the U.S. and Mexico, Amazon, TikTok Shop, and U.S. military exchanges. Functional snack bars have become one of the more reliable impulse-grab categories in the c-store center-store set, competing alongside energy drinks and dispensed-beverage combos for the fitness-minded road customer.

Orange Dream joins four existing Protein + Creatine bar flavors — Chocolate Peanut Butter, Double Fudge Brownie, Strawberry (plus collagen), and Blueberry Lemon (plus collagen) — giving category buyers a six-SKU planogram option from a single supplier. The brand also makes a companion Orange Cream Swirl Protein + Creatine Trail Mix carrying 12 grams of protein and 5 grams of creatine per pouch, allowing operators to merchandise a coordinated flavor block.

Creatine as a Category Driver

Creatine has historically lived in the supplement aisle as a loose powder, largely invisible to convenience retail. JiMMYBAR!, founded in 2014 by siblings Jim Simon and Annette Del Prete out of Elk Grove Village, Illinois, positioned itself as the first brand to embed a clinically relevant 5-gram creatine dose inside a grab-and-go bar format — a move that sidesteps the mix-and-measure friction that keeps many casual athletes away from the ingredient. That format fit translates directly to the c-store channel, where speed of consumption and no-prep convenience are non-negotiable purchase triggers.

"We've never been interested in making just another protein bar," said Jim Simon, CEO and Co-Founder of JiMMYBAR! Functional Protein. "Orange Dream proves you don't have to sacrifice flavor for functionality."

Functional bars and better-for-you snack innovation continue to outpace the broader packaged-snack segment inside convenience stores, according to operator category reports. Single-serve protein bars priced at $2.50 to $4.00 carry margins that compete favorably with roller-grill items for operators looking to diversify inside-sales mix without adding back-of-house labor. For c-store buyers evaluating functional-snack sets, the creatine positioning gives JiMMYBAR! a differentiating claim that standard whey-and-fiber bars cannot match on the shelf tag alone.

The Elk Grove Village company manufactures every product in-house under a "Real Food First" platform that also incorporates MCT oil, plant-based caffeine, omega-3s, turmeric, and collagen across its broader lineup — ingredient stacks that resonate with the post-workout and active-lifestyle shopper increasingly present at premium c-store locations.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.