Snack bars used to be that thing you grabbed when you were either too busy to eat real food or trying to convince yourself that honey-glazed cardboard counted as “health.” Then All In Food stepped in and reminded the market what it looks like when mission, quality, and retail firepower all show up at the same time, and actually taste good.
Born from the raw reality of a humanitarian trip to Liberia in 2008, the brand formerly known as This Bar Saves Lives wasn’t dreamed up in a WeWork conference room with a whiteboard full of hype. It was sparked by witnessing kids suffering from severe malnutrition and realizing that snack bars could do more than fill a stomach, they could fund life-saving packets of Plumpy’Nut and shift food systems at the grassroots level.
Founders Ryan Devlin, Todd Grinnell, Kristen Bell, and Ravi Patel didn’t just slap a cause on a wrapper, they launched a one-for-one model that turned consumerism into direct action. Thirty million food packets later, the mission evolved. In 2022, GOOD Worldwide (yes, the folks behind Upworthy) acquired the brand, and now in 2025, it’s back in the ring, new name, new energy, and a $4 million seed round led by Obvious Ventures to light the next fuse.
The rebrand to All In Food isn’t just a new name, it’s a callout. A declaration that doing good and doing business aren’t mutually exclusive. This isn’t a charity in disguise, it’s a USDA Organic, non-GMO, palm-oil-free heavyweight with national ambitions. And now, its Madagascar Vanilla Honey + Almond bar just hit Starbucks shelves across the U.S., daring America to snack with substance.
CEO James McGinnis, who brought his A-game from Clif Bar, Indigo Wild, and a few other quiet juggernauts. On the board? Max Schorr, CEO of GOOD Worldwide, a storyteller with teeth. Behind the funding? James Joaquin of Obvious Ventures, the man with a portfolio full of plant-forward wins and a radar tuned to conscious consumerism with actual scale. Kristen Bell is still in the mix, proving that founders who believe in the mission don’t disappear when the cameras stop rolling.
This isn’t a startup that got hot overnight, it’s been in the trenches for over a decade. What’s changed is the market: a $29.59B snack bar beast growing at 7% annually, full of consumers who now expect impact, transparency, and real nutrition. All In Food is betting that clean-label snacking with community-level impact isn’t a niche, it’s the new standard.
And if you’re still eating whatever bar you found in the backseat of your car? That’s a choice. But don’t say you didn’t have options.
