The gluten-free waffle that puts all frozen waffles to shame.
Plus: the protein bar that meets all of Nate's standards
Hello hello!
We see it all the time, from basically every angle: Building a brand is beast of an endeavor. It feels like the odds are never in your favor, which is why we love accelerators like SKU!
SKU, an Austin-based CPG accelerator, just named its Fall 2026 cohort consisting of seven companies across food, bev, supplements, hair and oral care, and we couldn’t be more excited to support. :) The 12-week program begins September 1st, culminating in the SKU Demo Day and Showcase on November 17th in Austin, TX.
If you’re interested in trying, we got some special deals for you:
Bellycious’s low FODMAP Italian meal kits (code: SKULAUNCH20 for 20% off)
Kaurina’s kulfi ice cream bars
magic milk’s colostrum that tastes like chocolate milk (code: SKULAUNCH for $5 off)
Orita’s agave Mexican soda
Singular Care’s steel toothbrushes on subscription (code: SKULAUNCH)
Twice as Good Hair’s haircare products
WonderPop’s water lily seed snacks (code: SKULAUNCH15 for 15% off)
Congrats to the Fall 2026 SKU cohort!
Now, let’s get into our picks of the week →
Nate’s Pickup:
TRUBAR PRO
Finding a protein bar you like is incredibly difficult. They’re often too chewy, too sweet, too thick, too dry, lack enough protein, or contain the wrong sweetener. It’s hard to find one that meets all the criteria you want. Most protein bars I try are either terrible or just okay. There really is no in-between. Very few are actually good. I think I might place these new higher‑protein TRUBARs in the good category of protein bars. It is a real testament.
Reasons to love:
Like a thicker PowerBar. Do you remember Power Bars? I loved them. They had a weird, thick fruit‑leather texture, chewy but not overly so. The only downside was that they lacked protein; they were purely an energy bar. I’ve been seeking that texture ever since. I think these TRUBAR match that texture nicely. I know it sounds unappealing, but trust me, they’re the perfect thickness and texture for a protein bar.
Spot on flavors. I thought the bars tasted great. They weren’t too sweet or artificial tasting in any way I often find that protein bars, especially plant‑based ones, tend to taste like. I wish there had been more variety in the flavors. All of them were fairly similar, caramel, triple chocolate, and peanut butter, but each was chocolate‑based. I would have liked at least one non‑chocolate option or a flavor with more punch, such as mint chocolate chip. That being said, I thought they all tasted very good.
Another win for simple. If you’ve read my previous weekly picks, you may have noticed a trend: I’m always impressed when a brand offers a product with few, simple ingredients that still tastes good, feels robust, and makes me want to keep coming back. I think there’s something about overly processed snacks that contain many ingredients. They’re designed to taste good, and they usually do, so I’m always surprised when a product with fewer than 15 ingredients tastes just as good as one with over 50.
Where to buy: Online and in stores nationwide
Jenna’s Pickup:
Superb Bakehouse Waffles
I can’t say I typically reach for a frozen waffle for breakfast, though there was a time when that was different. Growing up, I was totally an Eggo kid—I’d toss one in the toaster (or sometimes, criminally, the microwave) mere seconds before it was time to leave for school, then wrap my soggy waffle in a paper towel to take on the go. Needless to say, my freezer waffle standards are low, which is why I hadn’t thought to return to the frozen delicacy as an adult.
But when Superb Bakehouse shared their waffles, I was curious about how these secretly gluten- and dairy-free waffles could stack up to the decadent product imagery on each box. And I’m pleased to report that they far surpassed my expectations and have returned me to my waffle-for-breakfast roots—this time, with pride.
Quick facts: Gluten- and dairy-free frozen waffles made with the simplest whole ingredients and no added sugar.
Reasons to love:
Not your standard frozen waffle. It is actually mind-boggling to me that these came out of my freezer, and frankly, insulting to loop them into the “frozen waffle” category—they are that standout. Turns out, it’s all a result of Superb’s meticulous process: These are handcrafted (more on that later) in Belgian waffle irons and then flash-frozen to lock in all the goodness. Once reheated (I tossed mine in an air fryer, but only because I don’t have a toaster…), they taste like they are fresh-baked from your favorite fancy brunch spot—featuring ridiculously crispy edges and the fluffiest centers.
Gluten-free, dairy-free, and no added sugar—but you’d never know. These are one of those allergy-/restriction-friendly products that you would never know have anything left out. Made with a base of just banana, whole eggs, quinoa, and flax seed (plus fun additions like chocolate chips, wild blueberries, and cinnamon), these are so simple, but taste elevated.
Owned manufacturing means complete control. Though the brand is now in ~1,000 stores nationwide (and quickly growing!), it still owns its manufacturing. Founder and CEO Stacie Skinner opened a nearly 10,000 sq ft facility earlier this year in Columbus, Ohio, designed to support up to $50M in capacity. Even as the business has scaled, the waffles are still made with the same whole ingredients she used when creating this recipe in her kitchen for her family, including cracking real eggs rather than relying on liquid alternatives!
This is one of the first brands I’ve seen that flexes its manufacturing on the very first page of its site, featuring the header: “Meet the waffle company that actually makes its own waffles.” This is such a unique education opportunity—I have a feeling many consumers have no idea what a co-packer is and why self-manufacturing is a big deal, and Superb makes it a point to call it out before anything else.
Where to buy: Online and in stores nationwide