By: Heather Holmes
Clara Paye is showing that wellness doesn’t have to be dull — and protein bars don’t always have to taste bland.
Take one step into a typical health food aisle, and you’ll often find it: a lineup of the same peanut butter, chocolate, and vanilla protein bars — functional, perhaps, but often uninspiring. For Clara Paye, founder and CEO of UNiTE Food, this lack of variety felt personal. Diagnosed with a gluten intolerance and raised in a vibrant immigrant household, she struggled to find a bar that connected with her experiences. Without much variety, she felt the options lacked flavor, culture, and story.
So, she set out to change the approach.
Launched from her own kitchen, UNiTE Food became one of the first globally inspired protein bar brands — blending nourishing ingredients with nostalgic flavors from around the world. From Churro and Baklava to Mexican Hot Chocolate and Bubble Tea, UNiTE aims to bring more joy, color, and connection to snacking.
“We’re not just selling protein,” says Paye. “We’re sharing stories — stories of family, childhood, travel, and belonging in every bite.”
Flavor That Feels Like Home
At its heart, UNiTE is about inclusion — not only in who it serves but also in how it presents itself on shelves. Every bar is:
- Gluten-free
- Made with clean, wholesome ingredients
- Packed with 10g of protein
- Designed to taste like a treat, not a supplement
But what truly differentiates the brand is the inspiration behind each flavor. These are not generic recipes following fleeting trends; they are inspired by real people, real kitchens, and real cultures. The Churro bar calls to mind memories of street carts and abuela’s kitchen. The Baklava bar evokes the warmth of Middle Eastern family gatherings.
Every bar is like a passport to flavor — no travel required.
From Pain Point to Product Line
Before protein bars, Clara spent 17 years running her family’s plumbing supply business. But after her gluten diagnosis, she recognized a gap in the wellness market — and a potential opportunity to offer something new. The transition from plumbing to protein might seem unexpected, but it’s precisely the kind of thoughtful, mission-driven shift that defines the UNiTE brand.
“I didn’t see myself represented in the snack aisle,” she says. “So, I created a brand that strives to.”
That authenticity runs deep in everything UNiTE does — from its diverse team and inclusive branding to its community-focused initiatives. The company collaborates with organizations like Convoy of Hope to support underserved families and is committed to mentorship for underrepresented founders in CPG.
“We want to challenge the notion that ‘healthy’ has to look one way — or taste one way,” says Paye. “Wellness should be enjoyable. Flavor should be exciting. And everyone deserves a place at the snack table.”
The Future of Snacking Is Global
UNiTE is more than just a brand; it’s becoming a movement. With growing retail partnerships with Sprouts, HEB, and other major grocers, a solid digital presence, and a passionate fan base, the company is demonstrating that cultural flavors and clean eating can coexist in a tasty way.
And they’re just getting started.
In the coming year, UNiTE plans to expand into new food service and convenience channels, introduce more flavors, and build deeper customer loyalty through engaging storytelling and social content. Their vision? To become the go-to snack brand for anyone looking for flavor, fun, and a touch of adventure — whether they’re at the airport kiosk or the office pantry.
Try the Bar That’s Changing the Aisle
UNiTE isn’t just filling a gap in the protein bar market — it’s helping to reshape the way it looks and tastes for snackers who are weary of the typical bland bars, or who long for something that reminds them of home, travel, or family traditions. There’s now a bar that resonates with their experiences. Discover the flavor revolution at www.unitefood.com.
