Einstein Energy ends six-week Costco sampling run in Southern California

Einstein Energy finished a six-week in-store sampling tour at Costco warehouses across Southern California, where shoppers tried its caffeinated protein wafer bars in six locations from Sept. 3 to Oct. 18. The company says the roadshow is a sign it could expand into more Southern California Costcos soon.

Why it matters: - Einstein Energy used the Costco tour to test demand for a snack bar that combines protein, caffeine and nootropics. - The sampling run put the brand in front of Costco shoppers across Southern California and generated repeat purchases. - Strong trial response could support a wider retail rollout in the region.

What happened: - Einstein Energy completed a six-week in-store sampling tour at Costco warehouses across Southern California. - The tour ran from Sept. 3 through Oct. 18. - Sampling took place in Torrance, San Juan Capistrano, Los Feliz, Culver City, Tustin and Hawthorne. - The bars were sold in 18-count boxes at participating Costco locations.

The details: - Einstein Energy Smart Protein Bars come in Double Chocolate and Chocolate Peanut Butter. - The bars are caffeinated wafer bars. - The formula includes green tea caffeine plus L-theanine, citicoline and lion's mane. - Einstein Energy says the bars lead with taste and then add energy and focus benefits. - Steven Lamar, co-founder and CEO of Einstein Energy, said customers often sampled the product and then returned to buy a box. - Lamar is also the original creator of Beats by Dr. Dre headphones. - A Beverly Hills nutrition store owner bought an 18-count box at Costco Culver City, turned it into a register display and began selling the bars in her own store. - An office manager who tried the bars on a Thursday returned the next day and bought six 18-count boxes for coworkers. - Some shoppers from earlier stops later tracked down the team at new Costco locations to buy more boxes. - Einstein Energy Smart Protein Bars are also available online at einstein.energy and on Amazon.com. - The Einstein Energy Lab plans to bring more products, including gummies, to market soon.

Between the lines: - Costco gave Einstein Energy a fast way to stress-test a product built around taste-first positioning. - The repeat buys and unsolicited retail use suggest the bars may have appeal beyond a one-time sampling purchase. - Lamar said the Costco teams were professional, organized and friendly, and the company is cautiously optimistic about appearing in more Southern California Costco stores soon.

What's next: - Einstein Energy expects to expand into more Southern California Costcos soon, though no timeline was announced. - The company is also working on additional smart products under the Einstein Energy Lab umbrella. - Einstein Energy continues to sell its products online while it explores broader retail reach.

The bottom line: - The Costco roadshow gave Einstein Energy a high-traffic proving ground, and the response suggests the brand may be ready for a bigger retail push.