Why Built Protein Bars Might Not Be As Healthy As You Think - Tasting Table

"Built bars promise the moon: high protein, low calories, almost no sugar, and flavor that rivals candy bars. At just 130 calories with 17 grams of protein and some carbs and fiber as well, they sound like the dream snack: indulgence without guilt, nutrition without compromise. But when something sounds too good to be true, especially in the world of nutrition, it usually is."

"Nearly all of the 17 grams of protein in the Built bars come from whey protein isolate, which does not have the same amount of nutrients as whole sources of protein such as meats, eggs, or fish. Getting protein from natural foods offers additional benefits - vitamins, minerals, healthy fats, and other compounds that support muscle repair, satiety, and overall health. Whole foods also digest more slowly and steadily, and are preferable when it comes to long-term health."

"Whole foods also digest more slowly and steadily, and are preferable when it comes to long-term health. The bars also use palm oil and palm kernel oil to ensure the outer coating doesn't melt at room temperature (and because it increases shelf life and is cheap). Palm oil has long been rooted in controversy, as it contains high levels of saturated fat, which can spike bad cholesterol levels if consumed in large quantities."

"There's no denying that Built bars have built a strong following, leaning into their influencer marketing strategy (creators can make 10% of sales generated through affiliate links using Built's "Ambassador Program"). They also have a sugar hit for every sweet tooth, with 19 products listed on their website, including fruity flavors and nut-free options. Finally, they're tasty enough to have finished third out of 19 protein bars ranked by us."

Built bars market low calories and high protein, often listing 130 calories and 17 grams of protein per bar. Most of that protein comes from whey protein isolate rather than whole food sources, which lack the broader nutrients, healthy fats, and slower digestion benefits of meats, eggs, or fish. The bars use palm oil and palm kernel oil for coating stability and shelf life, which introduces saturated fats linked to higher bad cholesterol when consumed in large amounts. Strong influencer marketing supports a 19-flavor lineup, but sugar content and sugar substitutes remain a consumer red flag.

Read at Tasting Table