BUILTPuff Protein Bar

Overview

Built's Puff bars look like a candy bar and eat like a chocolate-covered marshmallow. Brownie Batter, for example, lists 17 g of protein, 140 calories, 14 g of carbs and 6 g of sugar per bar; across the range, Puffs run 15 to 17 g of protein, 140 to 160 calories and 6 to 8 g of sugar. The airy texture comes from gelatin, and the protein comes from what Built calls a Premium Collagen Protein Blend of partially hydrolyzed whey protein isolate and collagen. Whey is listed first, but collagen is an incomplete protein, so the 17 g is not quite equivalent to 17 g of pure whey. Brownie Batter is certified gluten-free, though not every flavor is.

What reviewers say

Texture is the headline. On Dr. Marc Morris's channel, reviewer Josie rated seven flavors, praised the lack of chemical aftertaste and recommended checking them out. NFL offensive lineman Brock Hoffman ranked eight flavors with scores ranging from 9 out of 10 for his favorites down to 3 out of 10 for Cookies & Cream. Matt Rosenman found Puffs an improvement over classic Built Bars but couldn't get past the Peeps-like chew. On TikTok, coach Gabbi Tuft said the bars held up on macros and ingredients but she wasn't a fan of the 6 g of added sugar, while Coty said they taste like candy.

Who it's for

Calorie-conscious snackers and anyone who can't stand dense, chewy protein bars. It's an easy after-dinner treat that still contributes meaningful protein. Serious lifters optimizing protein quality should favor Quest or Barebells.

Bottom line

Built Puff is the most fun bar in this category and a huge TikTok Shop seller. Treat it as a better-for-you dessert with a protein bonus. At about $2.50 a bar from Built, value is fair.