Bobo’s, the beloved Boulder-based snack company, has announced a significant rebrand of its signature product line after more than two decades in business. The company’s familiar oat bars are now officially being marketed as “Oatmeal Bars,” reflecting their true nature as portable, wholesome meal replacements. This strategic name change coincides with completely redesigned packaging that better highlights the bars’ nutritional benefits and high-quality ingredients. As of March 2025, consumers can find the newly branded Bobo’s Oatmeal Bars rolling out on store shelves nationwide, featuring the same trusted recipe that has fueled the company’s growth from a mother-daughter kitchen project to a nationally recognized brand.
From Oat to Oatmeal: The Story Behind the Rebrand
For 22 years, Bobo’s has been crafting their signature bars using simple, whole food ingredients. The recent name change from “Oat Bars” to “Oatmeal Bars” might seem subtle, but it represents an important shift in how the company communicates its product’s value. This rebranding effort isn’t just about a new name—it’s about better conveying what these bars truly are: portable oatmeal that provides substantial nutrition and satiety.
The decision to rename came after careful consideration of consumer perception and feedback. Many customers were already using the 3-ounce bars as meal replacements, appreciating their filling nature and nutritional profile. By explicitly calling them “Oatmeal Bars,” Bobo’s is acknowledging this popular use case and positioning their product more accurately in the marketplace.
This rebranding also helps differentiate Bobo’s from the increasingly crowded nutritional bar marketplace. Instead of competing directly with protein bars or granola bars, Bobo’s is carving out its unique space as a hearty, oatmeal-based option. The timing couldn’t be better, as consumer demand for clean-label, functional foods continues to grow.
Each Bobo’s Oatmeal Bar contains 100% whole grain oats, providing substantial fiber and complex carbohydrates. The bars remain certified Gluten-Free, Non-GMO Verified, and free from most top allergens, making them accessible to consumers with various dietary restrictions. This commitment to quality ingredients has remained unchanged through the rebranding process.
A Mother-Daughter Legacy of Homemade Goodness
The Bobo’s story began in 2003 in a Boulder, Colorado kitchen, where founder Beryl Stafford and her daughter “Bobo” (the company’s namesake) baked the first oat bars together. What started as a loving mother-daughter baking tradition quickly grew into something bigger when friends and local cafés began requesting these homemade treats. The demand for these hearty, satisfying bars prompted Beryl to turn her home kitchen project into a business.
From those humble beginnings, Bobo’s has expanded to become a nationally recognized brand while maintaining its commitment to small-batch baking methods. Even as the company has grown, Bobo’s has preserved the homemade quality and taste that made their products popular in the first place. This authenticity resonates with consumers looking for snacks that feel homemade rather than mass-produced.
Today, Bobo’s product lineup includes the newly renamed Oatmeal Bars, Oat Bites, and various baked goods, all crafted with the same attention to quality and taste. The company remains headquartered in Boulder, Colorado, staying true to its roots while reaching customers across the United States through various retail channels and direct online sales via their website at eatbobos.com.
This mother-daughter origin story continues to inform the brand’s approachable, family-friendly identity. It’s a reminder that even nationally distributed products can maintain the charm and quality of homemade goods when companies stay committed to their founding principles. As healthy snacking trends evolve, Bobo’s has managed to grow while staying true to its original vision.
New Packaging With Purpose: Highlighting Quality and Function
The rebranding extends beyond just the name change to include completely redesigned packaging that better communicates the product’s benefits. The new packaging prominently features clean ingredient statements and nutritional highlights, making it easier for consumers to understand what makes these bars special. This transparency aligns with modern consumer expectations for clear, honest labeling.
One key focus of the redesign is emphasizing the high-quality ingredients used in every bar. The packaging now highlights that Bobo’s uses Purity Protocol-certified oats, which undergo rigorous testing and segregation to ensure they’re truly gluten-free. For consumers with celiac disease or gluten sensitivities, this additional verification provides important reassurance.
Beyond ingredients, the new packaging also better communicates the functional benefits of the bars as meal replacements. The substantial 3oz size provides enough calories and nutrients to function as a light meal or substantial snack, making these bars ideal for on-the-go healthy eating. This positioning responds to the growing consumer trend toward functional foods that serve specific nutritional purposes.
The updated design maintains Bobo’s recognizable brand elements while offering a fresh, modern look that stands out on shelves. Color coding helps differentiate between flavors, making selection easier for consumers. The combination of familiar brand elements with updated messaging creates a perfect balance between heritage and innovation that should resonate with both loyal customers and new prospects alike.
Meeting Modern Dietary Needs and Preferences
As dietary preferences evolve, Bobo’s Oatmeal Bars are well-positioned to meet diverse needs. The bars are naturally vegan and dairy-free, aligning with the growing consumer segment seeking plant-based options. This makes them particularly attractive to the expanding market of flexitarians, vegetarians, and vegans looking for convenient, satisfying snacks.
Beyond being vegan, the bars address multiple dietary concerns by being certified gluten-free and free from most major allergens. This inclusivity is increasingly important as food sensitivities and allergies become more recognized. By creating products that most people can enjoy regardless of dietary restrictions, Bobo’s has positioned itself as an accessible option in the vegan market.
The simplicity of Bobo’s ingredient list also appeals to the clean-label movement that continues to gain momentum. Rather than using artificial preservatives or flavor enhancers, Bobo’s relies on wholesome ingredients like oats, coconut oil, and brown rice syrup. This straightforward approach to food manufacturing resonates with consumers who want to understand exactly what they’re eating.
Nutritionally, each Oatmeal Bar provides a balanced combination of carbohydrates, fiber, and healthy fats, offering sustained energy rather than a quick sugar rush followed by a crash. This makes them particularly useful for active consumers, busy professionals, and families looking for nutritious on-the-go options that don’t sacrifice taste or satisfaction.
Flavor Variety Maintains Brand Appeal
While the name and packaging have changed, Bobo’s continues to offer their beloved range of familiar flavors. From classics like Original and Chocolate Chip to more distinctive options such as Lemon Poppyseed and Coconut, the variety ensures there’s something for every palate. This diversity allows consumers to enjoy different options while maintaining the nutritional benefits they value.
Seasonal and limited-edition flavors add excitement to the lineup, giving loyal customers new reasons to engage with the brand throughout the year. These special releases often coincide with holidays or seasons, creating relevant touchpoints for marketing and consumer engagement. The strategy of core flavors supplemented by special editions keeps the brand feeling both reliable and fresh.
What’s particularly noteworthy is that Bobo’s has maintained consistent quality across their flavor range. Each variety adheres to the same vegan and allergen-friendly standards, ensuring that consumers with dietary restrictions don’t have to scrutinize labels for each new flavor they try. This reliability builds trust and encourages experimentation with different options.
Customer favorites continue to drive sales, with Original, Coconut, and Chocolate Chip remaining particularly popular choices. The consistent texture and satisfaction level across flavors means consumers can explore the entire range with confidence, knowing they’ll get the same hearty, homemade quality regardless of which flavor they choose.
Looking Forward: What’s Next for Bobo’s
As Bobo’s rolls out its rebranded Oatmeal Bars to stores nationwide, this marks just one step in the company’s continued evolution. The strategic name change and packaging refresh position the brand for future growth while staying true to its core values and quality standards. Industry analysts suggest this clear positioning could help Bobo’s capture additional market share in the competitive health food space.
Consumers can expect to see the new packaging hitting store shelves throughout March and April 2025. The transition has been carefully planned to minimize confusion, with clear messaging about the name change while maintaining the familiar logo and overall brand identity. For loyal customers, the message is clear: same great product, better packaging, and more accurate name.
Looking ahead, Bobo’s seems likely to continue expanding its product offerings while maintaining its commitment to simple, wholesome ingredients. The company’s success in growing from a home kitchen to national distribution demonstrates its ability to scale without compromising quality. This balanced approach to growth should serve them well as they continue to expand their market presence.
For consumers increasingly interested in functional foods with clean ingredients, Bobo’s rebranded Oatmeal Bars represent exactly what many are seeking: convenient, nutritious options made with recognizable ingredients. By clarifying their positioning through this rebrand, Bobo’s has set themselves up for sustained success in the evolving health food marketplace.