Reddbar

R.E.D.D. (R.e.d.d., Inc.), operating at reddbar.com, is a Portland, Maine-based producer of plant-based nutrition products, best known for its superfood energy/protein bars. The bars are positioned as part protein bar, part energy shot and part multivitamin, formulated with 11 superfoods (including chia, acai, goji berry, mangosteen, maca, yerba mate and quinoa), 23 vitamins and minerals, and 9-10 grams of protein per bar. Yerba mate supplies about 35 mg of caffeine, while a complex carbohydrate structure is intended to deliver sustained energy. Products are certified gluten free, vegan, roughly 70 percent organic, low-glycemic, kosher, and free of dairy, soy, GMOs and refined sugars.

The product line has expanded over time from an original Chocolate bar to Peanut Butter, Oatmeal, Salted Caramel and Mint Chocolate flavors, sold as singles and in six- and 12-unit boxes, along with mini bars, bite-sized 80-calorie Boost bars, and elixirs such as Cold Brew Latte and Chocolate Milk. Later formulations added adaptogens and pre- and probiotics. The acronym originally stood for "Research Enhanced Design + Development" and was later reworked as "Radiant Energy Deliciously Delivered."

The company was acquired by LesserEvil Healthy Brands LLC of Danbury, Connecticut in 2022 for an undisclosed price, with manufacturing shifted to LesserEvil's Danbury plant and founder Alden Blease joining the acquirer.

Founding story

Founder Alden Blease began experimenting with functional foods as a high school athlete and, after working in Manhattan's fashion industry, returned to Maine and enrolled in a biological engineering program at the University of Maine. Short on cash in college, he bought bulk ingredients from a local health food store and blended them into a raw, high-nutrition mixture he described as "a bag of dough," selling it to classmates and health food stores under the name "Rawgasm"/"Rawgasms." He left school to commercialize the product, funding early work in part with proceeds from a car accident settlement, and later converted the dough into bar format. He contracted with Bath, Maine-based Gagne Foods for manufacturing and signed a distribution deal with Pine State Trading Co., which required a name change; in 2014 the product and business were renamed R.E.D.D. The brand's visual identity is described as influenced by Blease's earlier fashion-industry background.

Business model

Consumer packaged goods: the company formulates and sells branded plant-based bars and related products through contract manufacturing partners, retail distribution and direct-to-consumer online sales.

Revenue comes from product sales of bars, multi-unit boxes, mini bars and elixirs via retail and wholesale distribution partners and direct-to-consumer e-commerce at reddbar.com.

Traction

Nationwide availability was announced in May 2016 with three flavors, later expanding to five bar flavors plus mini bars, Boost bars and elixirs. The 2016 financing round was reported as oversubscribed by more than 30 percent when it officially closed in 2017. The business operated with a small team, listed at 2-10 employees.

Latest developments

In April 2022 R.E.D.D. Inc. was acquired by LesserEvil Healthy Brands LLC of Danbury, Connecticut for an undisclosed price. LesserEvil said it would begin manufacturing R.E.D.D. products at its Danbury facility that summer and planned subtle updates to the line's taste, ingredients, texture and packaging; R.E.D.D. staff were to be incorporated into LesserEvil and founder Alden Blease joined the LesserEvil team.