Protein,first thing.

A complete breakfast bar with 25 grams of protein, real fruit, and ingredients made for mornings. No cooking, no compromise.

Two First Thing bars resting on each other on a wood table, close enough to see the oats, puffed grains and fruit pieces pressed through them

25g Protein

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Real Breakfast Ingredients

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No Seed Oils

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Gluten-Free

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Made For Mornings

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Two Breakfast Flavors

Made for mornings.

Strawberry Parfait

Strawberry Parfait

Bright strawberry, creamy yogurt, and a subtle oat crunch

From $24.99

Contains: Milk, Almond

Banana Nut

Banana Nut

Toasted banana, warm nutty notes, and a hint of cinnamon

From $24.99

Contains: Milk, Almond, Walnut

25 Grams Protein

More protein than most bars. Enough to keep you fueled all morning.

Real Breakfast Ingredients

Starts with dates, real fruit, and almond butter. Ingredients you'd recognize in your own kitchen.

Made for Mornings

From busy professionals to early gym-goers, First Thing is built for the modern morning.

Audit your
breakfast.

Tell us what you actually eat. You get the honest tradeoff, including where we fall short.

The bar aisle, unwrapped.

Most bars in the breakfast aisle are dessert with better marketing.

Protein per bar across common breakfast and snack bars
Bar Protein per bar
First Thing 25g
Perfect Bar 17g
RXBAR 12g
KIND Breakfast Protein 8g
Nutri-Grain 2g

Where the numbers come from. For named products, protein and sugar are the company's own published figures on the date shown on the card. For everything else, typical values for a standard serving from published nutrition panels and USDA data, not a measurement of any one product. Minutes are our own estimate of what a breakfast takes out of a morning, including the queue, and are not anyone else's figure. Verify before print.