The "tail" of Bunny Crap

The Story Behind “Bunny Crap”: How a Hit Flavor Was Born

Now that we've secured our place in the fitness snack industry, it's always fun—and a little surreal—to run into people at conferences or public events who compliment the names of our flavors.

When I started this company, my goal was simple: to create a fitness snack or protein bar that appealed to my personal training clients and students who weren’t your typical gym-goers. These weren’t bodybuilders or CrossFit fanatics—they were people looking to lose a little weight, feel better, and live healthier lives.

In short, my specialty was the Planet Fitness crowd: newcomers to the gym scene who were ready for a change but often felt intimidated by traditional fitness environments. With that in mind, I wanted to build a brand that reflected their journey—something approachable, fun, and a little rebellious. I blended the needs of my clients with the colorful energy and playful irreverence of the skateboard culture I grew up in.

About a year after our first viral flavor took off, we realized we needed an Easter-themed bar. There were plenty of flavor ideas—some of which didn’t make the cut initially but became later hits (carrot cake, anyone?). I knew I wanted to capture that nostalgic moment of being a kid, tearing into an Easter basket and stuffing my face with candy.

The goal was to recreate the taste of peanut butter and those cheap Palmer-brand chocolates—the kind wrapped in foil to look like coins and eggs. I even remembered the frustration of peeling off those tiny foil wrappers... and how much foil I probably ended up eating as a kid. Obviously, we weren’t going to wrap our bars in foil, so we focused on using chocolate as the primary flavor to evoke that childhood memory.

As always, it took about a dozen test batches to land on the perfect formula. But once we got it right—wow, we really got it right.

Bunny Crap in 2025 - 3rd generation packaging with a dedicated film wrapper!

Then came the naming process. We wanted something thought-provoking, visual, and unmistakably Easter. While browsing the emoji keyboard on my phone, I noticed the bunny emoji... right next to the poop emoji. That sparked a wild idea: Would people actually eat something called Bunny Crap?

Turns out, yes—they would. That April, “Easter Bunny Crap” became our best-selling flavor, even edging out our beloved “Trash Can Cookie” by a few thousand bars. It was such a hit that we ended up offering it year-round for a while. Even now, we still get requests for it long after Easter has passed.

So here we are, asking the question once again:

Should Bunny Crap be a permanent fixture—or stay a once-a-year treat, the McRib of dive bar nutrition?