RXBar Co-Founder Launches Hormbles Chormbles as High-Protein Candy Brand

Jared Smith, the co-founder of RXBar, is looking to tap into the red-hot market for high-protein, low-sugar snacks

Hormbles Chormbles, a Chicago-based startup founded by RXBar co-founder Jared Smith, has officially launched its debut product line: high-protein, zero-sugar candy bars. Each 33g bar contains 10 grams of protein, zero grams of sugar and just 100 calories.

The mission, “Make Candy Make Sense,” is the brand’s guiding principle. Hormbles Chormbles uses whey and milk proteins that contain all essential amino acids. The bars are intentionally indulgent in flavor and texture, featuring a chocolate base and a crunchy interior, but no sugar. 

“There’s always been this disconnect for me – I understood nutrition and cared about health, but I still reached for candy,” said Smith, who serves as CEO of Hormbles Chormbles. “This is about solving that dissonance.”

“The candy you got on Halloween as a kid hasn’t changed in decades,” Smith added. “It’s still packed with sugar and does nothing for you nutritionally. With Hormbles Chormbles, we’re not just cutting sugar – we’re adding something of real value. It’s a product that’s nutritionally smart and tastes like a treat.”

Hormbles Chormbles is entering the market while both the candy and protein categories are thriving. Ninety-eight percent of American homes purchase candy annually, according to the National Confectioners Association, while high-protein snacks and meals are growing in popularity across many demographics.

Supporting the brand’s growth is Peter Rahal, Smith’s fellow RXBar co-founder who recently launched his own protein bar brand, David. Rahal serves as an advisor to Hormbles Chormbles. Together, Smith and Rahal are positioning the company to compete in the United States’ $28.1 billion chocolate-candy market. 

Hormbles Chormbles bars are available online on the company’s website, retailing for $39.99 per 12-bar box. The launch includes four flavors: salted fudge, classic milk, cookies and creme, and peanut butter.

“We didn’t just want to improve candy,” Smith concluded. “We wanted to reinvent it.”