$SBBC Simply Better Brands | Explosive Growth, Strong Execution and Potential Sale Catalyst | TickerTrends.io

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Ticker: $SBBCF
Sector: Consumer Defensive
Share Price: $0.69
Market Cap: $66.28 M

Business Intro:

Simply Better Brands Corp. (SBBC) is a consumer products company focused on plant-based wellness, nutrition, and skincare, catering to the growing demand for clean-label, health-conscious products. The company is committed to delivering high-quality, natural, and sustainable alternatives across its product categories, targeting millennials and Gen Z consumers who prioritize ingredient transparency and functional benefits. SBBC’s brands are designed to stand out in competitive markets by offering products free from artificial additives, focusing on vegan, gluten-free, and clean-ingredient formulations.

At the heart of SBBC’s business is TRUBAR, a vegan, gluten-free, soy-free protein bar brand that has rapidly expanded its retail presence across Costco, Walmart, Whole Foods, CVS, GNC, and Amazon. TRUBAR differentiates itself by targeting women, an often-overlooked demographic in the protein supplement industry, and providing indulgent yet nutritious snack options with a clean ingredient profile. The brand has experienced explosive growth, fueled by increasing consumer demand for better-for-you snacks, strategic retail partnerships, and a strong direct-to-consumer (DTC) presence on Amazon and other online platforms.

In addition to TRUBAR, SBBC owns No B.S. Skincare, a clean beauty brand that offers paraben-free, cruelty-free, and plant-based skincare products. No B.S. was created to challenge the traditional beauty industry, removing unnecessary additives and prioritizing potent, science-backed ingredients. The brand has established a niche following among consumers looking for straightforward, effective skincare solutions however the revenue from the segment is less than $3 million and the management remains solely focused on TRUBAR.

Previously, SBBC operated in the CBD and hemp-based wellness sector through its PureKana subsidiary, but the company exited the space in 2024 after determining that the business model was not aligned with its focus on profitable, high-growth brands. This strategic shift allowed SBBC to streamline operations, significantly reduce debt, and concentrate on scalable product lines with strong retail demand (more on this later).

History:

The company was originally established in 2018 as AF1 Capital Corp., a publicly traded entity seeking opportunities in emerging consumer markets. In 2020, the company rebranded as PureK Holdings Corp., signaling a strategic shift toward CBD and plant-based wellness products, two sectors that were experiencing strong consumer demand and regulatory tailwinds at the time.

PureK Holdings initially followed an acquisition-driven growth model, aiming to identify and scale promising wellness and consumer brands across multiple categories. The company’s first major acquisition was PureKana, a CBD brand specializing in hemp-derived wellness products. PureKana was an early leader in the direct-to-consumer (DTC) CBD space, leveraging aggressive digital marketing, influencer partnerships, and affiliate programs to drive revenue growth. It was particularly known for its tinctures, gummies, and topical CBD products, which gained traction among health-conscious consumers looking for natural alternatives to traditional wellness supplements

At the time, the CBD market was experiencing rapid expansion, fueled by increasing consumer awareness and regulatory changes following the passage of the 2018 U.S. Farm Bill, which legalized hemp-derived cannabidiol (CBD) at the federal level. However, the market also became saturated quickly, with thousands of new brands entering the space, leading to intense competition and rising customer acquisition costs. Despite generating substantial revenue, PureKana struggled to achieve profitability, as marketing and customer retention costs outweighed sales growth.

Recognizing the potential of other high-growth wellness categories, PureK Holdings continued its expansion into adjacent markets, acquiring No B.S. Skincare, a plant-based, paraben-free skincare brand designed for consumers looking for clean, transparent beauty products. No B.S. positioned itself as a disruptor in the beauty industry, eliminating unnecessary additives, synthetic fragrances, and harsh chemicals, focusing instead on science-backed, natural ingredients.

In 2021, the company acquired TRUBAR, a vegan, gluten-free protein bar brand that differentiated itself by catering specifically to women, an underserved demographic in the protein supplement market. At the time of acquisition, TRUBAR was generating just $1 million in revenue, but its clean ingredient profile, indulgent taste, and unique branding positioned it well for scalability in retail and e-commerce channels.

Despite its expanding portfolio, the company faced significant financial challenges due to high operational costs and a lack of profitability in several segments. The CBD business, which had been expected to be a major growth driver, turned into a financial burden, as PureKana’s reliance on high-cost digital marketing strategies resulted in unsustainable losses. The CBD industry as a whole faced headwinds, including increased competition, tightening regulations on advertising, and declining customer acquisition efficiency.

By 2022, it became clear that the company’s broad brand acquisition strategy was not working. While it had built a portfolio of promising brands, the lack of financial discipline, inefficient marketing spend, and a focus on struggling segments kept the company in a cash-burning cycle. Despite TRUBAR showing early signs of success, its performance was overshadowed by the mounting losses of the CBD business, which continued to drain resources. At the same time, the company faced difficulties with its balance sheet, as it had high levels of debt, primarily related to PureKana’s operations and marketing expenses. This financial strain made it increasingly difficult to invest in TRUBAR’s growth, even though retailers were showing strong interest in expanding the brand’s distribution.

By early 2023, Simply Better Brands began reevaluating its entire business model, shifting from a brand incubator approach to a focus on high-margin, scalable brands.

Turnaround and Resurgence: