A PROTEIN BAR, NOT A CANDY BAR.
Built for consistency. High protein, low calories, without the sweetness and temptation. Your fitness nutrition utility, because you've got targets to hit.
WHEN DID THE PROTEIN BAR AISLE BECOME THE CANDY BAR AISLE?
We couldn’t find a bar with serious macros that didn’t taste like dessert, so we made one.
THE BARS
- PROTEIN
- 25G
- KCAL
- 170 TO 200
- ADDED SUGAR
- 0G
Toasted Oat · Sea SaltThe original. Lightly toasted oats and sea salt, gently sweetened. Beautifully boring.
Tart Cherry · AlmondDried cherry and toasted almond. As sweet as we're willing to go. Which isn't all that much.
Sharp CheddarReal sharp cheddar with a bit of onion. Properly satisfying.
Jalapeno CheddarReal cheddar with jalapeno heat and a hint of lime. Sharp, spicy, and a little bright.
FLAVORS YOU CAN EAT EVERY DAY
Most protein bars are trying to be cookie dough or birthday cake. Ration is mild, toasty, a little sweet where it makes sense. Flavor for any point in the day, without feeling like you had dessert for lunch.
THE LONG VERSIONHIGH PROTEIN-TO-CALORIE RATIO
If you have a protein target and a calorie budget, protein per calorie is the number that matters. Ration gives you 25g of protein for 170 to 200 calories. Protein crisps and puffed rice add volume and texture, so you’ll actually enjoy eating it.
THE LONG VERSIONBARS THAT TASTE LIKE FOOD ARE BUILT FOR HIKERS
The bars that taste like real food are built to add calories, which is great when you’re hiking, but don't fit our desired macro profile. Ration is protein you can count on without blowing the calorie budget.
A TOOL FOR YOUR NUTRITION TOOLBOX
Progress comes from repetition. Same targets, hit the same way, especially on challenging days. Ration is a known quantity you can slot into a travel day, a work crunch, or a long cut. There when you need it.
THE LONG VERSIONSATISFYING, NOT TEMPTING
Most protein bars are outright delicious: chocolate, cake batter, apple pie, cookies-and-cream, caramel. Nothing wrong with that as a treat. But a bar that tastes like a treat is one more temptation to manage. Ration isn’t. You eat one, you hit your number, you move on. Keep a treat a treat. Keep Ration on hand for the daily targets.
THE LONG VERSIONIT'S NOT JUST US.
“You want to choose food when you’re dieting… that’s not so damn delicious that you just want to eat more and more of it.”
DR. MIKE ISRAETEL · MODERN WISDOM, EPISODE 804, 2024 “I’ve long wanted a protein bar that isn’t trying to be candy… and a savory flavor profile would be nice, too.”
LUKAS VOLGER · COOKBOOK AUTHOR · 2024 “It’s essentially dessert with a sprinkle of protein and fiber to dress it up.”
TERRY TATEOSSIAN · ISSA NUTRITIONIST · ON A MAINSTREAM PROTEIN BAR
FROM THE FOUNDER
MADE BY SOMEONE WITH REAL PROTEIN AND CALORIE TARGETS.
Hey, I’m Tim. I made Ration because I have a daily protein and calorie target, and the protein aisle wasn’t cutting it for me.
I prefer to get my protein from real food, like chicken, egg whites, and Greek yogurt. But I lean on protein supplements for convenience and consistency, and the protein bars that fit a high-protein, low-cal profile are basically the dessert aisle.
Look, I love the David and Quest bars, and they're great when I have a sweet craving. But sometimes, I just need to hit my targets, and I don't want a candy bar.
One long travel day, my “meal” was two chocolate protein bars and a vanilla shake. And this is considered… good? Yes, the macros were strong, but that’s not how I want to experience food. And even the bars I genuinely like are too damn delicious: they’re tempting to have around the house, so I eat them as treats, which doesn’t help me keep calories in check.
So my sons and I built the bar I couldn’t find. 25g of protein, 170 to 200 calories, and flavors that dial down the sweetness.
All the love,
Tim, Jack, and Will
$39 / 12 BARSSHOP RATIONS
