A change to Our ALP PRObar Price (starting Monday Aug 31st)
Starting Monday, Aug 31, our famous ALP PRObar is going up in price.
MEMBER PRICING:
Single bars: $5 → $6
10-pack (members): $45 → $54
NON-MEMBER PRICING:
Single bars: $6 → $6.50
10-pack (members): $54 → $60
I don't like writing this post. I like it even less because this is a bar a lot of you eat every single week. Some members have seen the new signs around the gym, so before the new pricing goes live, I want to walk you through exactly why, instead of just changing the number and hoping nobody notices.
Why now
Protein costs have spiked five separate times this year alone. Every single time, we absorbed it. We didn't pass a cent of it on to you. The margin got thinner with each increase, but the bar stayed the same size, the same formulation, the same quality.
We just got word of another increase coming in September. To date, since we started making the bar with Allmax Isoflex Protein - the cost of retail has gone from $69.99/5lbs, to now $199.99 for the same 5lbs!
This is the one we can't absorb anymore, not without changing the bar itself. And I won't do that.
What I refused to do
When costs go up, a company usually has three options. I want to walk through why I ruled out two of them.
1) Cut the quality. Cheaper protein, cheaper fillers, a bar that doesn't deliver what it says it does. Not happening. The whole point of this bar is that it's not one of the subpar options on the shelf.
2) Shrink the bar. Same price, less product, hope nobody does the math. That's shrinkflation, and it's a trust problem. You'd figure it out eventually, and once that trust is gone, an apology doesn't bring it back.
3) That leaves one option: charge what it actually costs to keep making this bar the way it's supposed to be made. And here we are, time for you to tell me. Considering Grenade and Quest bars are selling for the same retail price of our premium ingredient PRObar, it's time to see what the market thinks.
What you're still getting
24 grams of protein a bar. The same famous formulation we've always used. No shortcuts, no substitutions, no fillers, no preservatives, no concentrates.
If $6 (member) - $6.50 (non-member) doesn't work for you
I get it. Budgets are real, and if this changes how often you're grabbing a bar, that's completely understandable. No hard feelings, no judgment. I'd rather be straight with you about why this happened than pretend it's not a real cost to absorb on your end too.
New prices take effect Monday Aug 31st.
Same full size 75g bar, same standards, priced at what it actually costs us to make it right.
Thanks for trusting us enough to make this bar part of your routine in the first place.
— Adam
PS - unfortunately, wholesale will not be an option for the foreseeable future due to fulfillment shortages.
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