The brand, whose name is an acronym for Better, Honest, Unbelievable, is moving away from its original keto-specific niche to target a broader wellness demographic. Chief Commercial Officer Amanda Iampietro described the transition as a strategic evolution aimed at simplifying nutrition for consumers who refuse to sacrifice flavor for health. The updated lineup replaces dairy and whey with pea protein, ensuring all refrigerated products remain vegan.

Beyond the formulation changes, the company is aggressively scaling its availability. Shoppers can now find the organic, non-GMO, and soy-free products on Amazon and the company's direct-to-consumer website. Physical retail expansion is also underway, with the snacks appearing in Sprouts and Erewhon locations, alongside a new entry into the East Coast market through Mom's Organic Market. The company's new tagline, Bite Into Better, signals a shift toward a lifestyle-oriented approach for active, on-the-go customers.