MIAMI, Fla.--(BUSINESS WIRE)--Dec 17, 2025--
TRUBAR, the better-for-you brand known for its dessert-inspired, clean-ingredient protein bars, today announced a landmark three-year exclusive partnership with Alterra Mountain Company, becoming the Official Nutrition Bar Partner across 15 premier North American ski resorts and the Ikon Pass community. The partnership runs from October 2025 through September 2028 and represents TRUBAR’s most significant brand partnership to date.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251217463620/en/
Through this multi-year partnership, TRUBAR will gain unprecedented access to millions of skiers and riders across Alterra’s highly influential resort portfolio including Arapahoe Basin and Winter Park Resort in Colorado, Mammoth Mountain, June Mountain, Palisades Tahoe, Big Bear Mountain Resort and Snow Valley in California, Crystal Mountain in Washington, Deer Valley Resort and Solitude Mountain Resort in Utah, Schweitzer in Idaho, Snowshoe Mountain in West Virginia, Stratton and Sugarbush Resort in Vermont, Blue Mountain in Ontario, and Tremblant in Quebec — delivering plant-based, dessert-inspired fuel to one of the most active, and experience-driven consumer communities in North America.
“This partnership is a powerful milestone in TRUBAR’s mission to bring clean, delicious nutrition to people living active, adventurous lives,” said Erica Groussman, Founder & CEO of TRUBAR. “Alterra Mountain Company’s premier mountain destinations and passionate Ikon Pass community align perfectly with who we make TRUBAR for. Together, we’re redefining what better-for-you snacking looks like at the top of the mountain—and at the center of outdoor culture.”
Through this partnership, TRUBAR will become part of the fabric of the mountain experience at Alterra’s world-class destinations. Skiers and riders will find TRUBAR throughout their journey — from resort retail shops and base lodges to chairlifts, digital displays, and signature seasonal events. The integration also extends to the Ikon Pass community, where pass holders will receive exclusive TRUBAR offers, product experiences, and on-mountain content moments throughout the season. TRUBAR will additionally play a prominent role in marquee winter and summer events and large-scale guest activations, bringing clean, craveable fuel to some of the sport’s most passionate and influential communities.
“We are thrilled to name an innovative brand such as TRUBAR as our Official Nutrition Bar Partner for Alterra Mountain Company. TRUBAR’s passion for the outdoors and healthy living aligns with Alterra Mountain Company’s values, so it’s a natural fit,” said Ryan Blanchard, VP of Brand Partnerships, Alterra Mountain Company. “We’re happy to pair its bars with our guests at our destinations and look forward to the future of our partnership and its many opportunities.”
The partnership accelerates TRUBAR’s momentum as one of the fastest-growing better-for-you brands in the country. Since launching in 2021, TRUBAR has doubled revenue every year and expanded into more than 20,000 retail locations nationwide — driven by a loyal consumer base seeking clean ingredients, vibrant flavors, and grab-and-go convenience.
For more information, please visit: https://www.trubar.com/.
About TRUBAR:
TRUBAR is a female-founded brand redefining clean snacking with 100% plant-based, gluten-free, dairy-free, soy-free, and sugar alcohol-free protein bars. Designed for busy, health-conscious consumers, TRUBAR offers indulgent, dessert-inspired flavors that satisfy cravings without compromising on nutrition. TRUBAR is now available in 20,000+ retail locations, including Costco, Target, Whole Foods, Albertsons, and Erewhon, as well as on Amazon. With vibrant packaging, clean ingredients, and a commitment to quality, TRUBAR is proving that healthy snacking can be both delicious and nutritious. Follow @trubar.brands. For more information, please visit: https://www.trubar.com/.
TRUBAR Announces Multi-Year Exclusive Partnership with Alterra Mountain Company, Becoming the Official Nutrition Bar Partner Across 15 Iconic Ski Resorts and the Ikon Pass Community
One U.S. service member was rescued and at least one was missing after two U.S. military planes went down in separate incidents including the first shoot-down since the war began nearly five weeks ago.
It was the first time U.S. aircraft have been downed in the conflict and came just two days after President Donald Trump said in a national address that the U.S. has “beaten and completely decimated Iran.”
One fighter jet was shot down in Iran, officials said. A U.S. crew member from that plane was rescued, but a second was missing, and a U.S. military search-and-rescue operation was underway.
Separately, Iranian state media said a U.S. A-10 attack aircraft crashed in the Persian Gulf after being struck by Iranian defense forces. A U.S. official, speaking on condition of anonymity to discuss a sensitive military situation, said it was not clear if the aircraft crashed or was shot down.
The war now entering its sixth week is destabilizing economies around the world as Iran responds to the U.S. and Israeli attacks by targeting the Gulf region's energy infrastructure and tightening its grip on oil and natural gas shipments through the Strait of Hormuz.
Here is the latest:
U.S. and Israeli warplanes continued to pound Iran Saturday, hitting several targets including a petrochemical facility, Iranian media reported.
Iran's official English-language newspaper Tehran Times reported that an airstrike hit a facility belonging to Iran’s Agriculture Ministry in the western city of Mehran.
The newspaper said another air raid struck Mahshahr Special Petrochemical Zone in the southwestern Khuzestan province.
The semiofficial Fars news agency reported several explosions heard late Saturday morning in the facility.
Mehr, another semiofficial news agency, reported that the strikes hit four companies within the zone.
Mohammad Bagher Qalibaf made the veiled threat in a social media post late Friday, asking about how busy oil tanker and container ship traffic is through the strait.
The 20-mile (32-kilometer) strait links the Red Sea with the Gulf of Aden and the Indian Ocean and is one of the busiest chokepoints in global trade, with more than a tenth of seaborne global oil and a quarter of container ships passing through it.
Iran has already greatly disrupted the flow of oil through the Strait of Hormuz, sending fuel prices skyrocketing and jolting the world economy.
Disrupting transit through the Bab el-Madeb would force shipping firms to route their vessels around the Cape of Good Hope at the southern tip of Africa, further hitting prices.
Israel’s rescue services said Saturday the man sustained glass shrapnel wounds after an Iranian missile hit the central city of Bnei Brak.
It wasn't clear if the glass shrapnel was caused by a direct strike or falling debris from an intercepted missile.
Israel’s Magen David Adom rescue services said it was taking the man to the hospital.
The Iranian judiciary's Mizan news agency said Saturday that the two men who were hanged belonged to the Iranian exile group Mujahedeen-e-Khalq.
The agency said Abul-Hassan Montazer and Vahid Bani-Amirian were convicted of “being members of a terrorist group.”
This brings to six the total number of MEK members executed since the start of the war.
Activists and rights groups say Iran routinely holds closed-door trials in which defendants are unable to challenge the accusations they face.
The Israeli military said on Saturday that its air force struck ballistic and and anti-aircraft missile storage sites in Tehran.
It said the strikes a day earlier included weapons manufacture sites as well as military research and development facilities in the Iranian capital.
It said the strikes are part of an ongoing phase to increase damage to Iran's “core systems and foundations.”
Authorities in Dubai said the facades of two buildings were damaged by debris from intercepted drones, including one belonging to U.S. tech firm Oracle. No injuries were reported.
Iran’s Revolutionary Guard has threatened to attack Oracle and 17 other U.S. companies after accusing them of being involved in “terrorist espionage” operations in Iran.
Previous Iranian drone strikes caused damage to three Amazon Web Services facilities in the United Arab Emirates and Bahrain.
As of Friday, 247 of the wounded were Army soldiers, 63 were Navy sailors, 19 were Marines and 36 were Air Force airmen, according to Pentagon data available online.
It is unclear if the data includes any of the service members involved in the downing of two combat aircraft reported Friday.
Most of the wounded — 200 — were also mid to senior enlisted troops, 85 were officers and 80 were junior enlisted service members.
The current death toll remains at 13 service members killed in combat.
Palestinian Muslims attend Friday prayers outside Jerusalem's Old City due to restrictions linked to the Iran war, April 3, 2026. (AP Photo/Mahmoud Illean)
Tamara and her sister Amal color pictures on the floor as their parents, Sara and Ahmed, who fled their village of Khiyam in southern Lebanon due to Israeli bombardment, sit inside a tent used as a shelter in Beirut, Lebanon, Friday, April 3, 2026. (AP Photo/Emilio Morenatti)
Mohammad Qubaisi, 53, with burn wounds from an Israeli airstrike on southern Lebanon undergoes surgery by Dr. Mohammed Ziara, left, and his team, at the Sidon Government Hospital in Sidon, Lebanon, Thursday, April 2, 2026. (AP Photo/Emilio Morenatti)
A bridge struck by U.S. airstrikes on Thursday is seen in the town of Karaj, west of Tehran, Iran, Friday, April 3, 2026. (AP Photo/Vahid Salemi)
FILE - An F-15E Strike Eagle turns toward the Panamint range over Death Valley National Park, Calif., on Feb. 27, 2017. (AP Photo/Ben Margot, File)
