FITCRUNCH
Milk & Cookies
TL:DR
In 2 Sentences
A rare combo of 30 grams of whey‑forward protein and a multi-layer, candy-bar build that many people genuinely love eating. It’s indulgent by design and among the highest-protein bars that still taste like a treat.
When to choose FITCRUNCH Milk & Cookies
Best for a post-workout or on-the-go mini meal when taste matters as much as protein. Skip if you want a short, whole-food ingredient list, are sensitive to sugar alcohols, or avoid dairy/soy or gelatin.
What's in the FITCRUNCH bar?
FITCRUNCH’s Milk & Cookies bar comes in hot with 30 grams of protein—near the very top of the category—built on a whey‑first blend and backed by soy protein isolate and sodium caseinate, with a touch of bovine gelatin for that candy‑bar chew.
The tradeoff is heft: fat and calories land on the high side for a bar, thanks largely to palm and palm‑kernel oils that create a rich, layered texture. Carbs skew refined (glucose syrup, maltodextrin, tapioca starch), while total sugar stays modest because sweetness leans on sugar alcohols and a pinch of sucralose.
The cookies‑and‑cream vibe is driven by alkalized cocoa and vanilla, with a whitening color so the “milk” looks the part. If you want a dessert‑style protein hit that eats like a mini meal, this fits.
If you prefer whole‑food carbs or minimal additives, the details below will help you decide.
- Protein
- 30 g
- Fat
- 18 g
- Carbohydrates
- 29 g
- Sugar
- 6 g
- Calories
- 390
Protein
3015HIGHProtein here is anchored by whey (isolate and concentrate), supported by soy protein isolate and a little sodium caseinate, with bovine gelatin contributing more to texture than to amino‑acid quality. That mix delivers complete, fast‑digesting protein in a big dose, similar to a shake, though it’s not suitable for milk or soy allergies—and it’s not vegetarian because of the gelatin.
Fat
189HIGHMost of the fat comes from palm and palm‑kernel oils, which are more saturated and help create that chocolate‑coating snap and shelf stability; sunflower and soybean oils, plus small amounts from peanuts and almonds, add unsaturated fat. It’s a richer profile than bars built on nut butters or olive oil, so expect a denser, candy‑bar‑like bite.
Carbs
2920HIGHCarbs lean heavily refined: glucose syrup and maltodextrin for quick binding and fast energy, tapioca starch for body, and sugar alcohols (like maltitol and sorbitol) plus glycerin to sweeten and keep things soft. This is not a slow‑burn, whole‑grain carb profile; the polyols can blunt sugar spikes a bit, but sensitive stomachs may notice them at larger servings.
Sugar
64MIDSugar stays modest at 6 grams because most sweetness comes from sugar alcohols and a tiny amount of sucralose, not from fruit or syrups. There is still some added sugar and glucose syrup in the mix, and dairy ingredients contribute a little lactose. If you’re polyol‑sensitive, keep portions in check to avoid GI rumbling.
Calories
390210HIGHAt 390 calories, this reads more like a compact meal than a light snack. The load is shared by 18 grams of fat and 29 grams of carbs, with the 30 grams of protein rounding it out—so you get staying power, but also a calorie commitment that’s higher than most bars.
Vitamins & Minerals
There aren’t standout vitamins or minerals over 10% Daily Value on the label. Any small vitamin A or E you see would come from vitamin A palmitate/beta carotene (also used for color) and tocopherols or sunflower oil, but the bar isn’t designed as a multivitamin—its nutrition story is mostly about protein.
Additives
This is a highly engineered bar: sugar alcohols and glycerin for moisture, multiple emulsifiers (lecithins, mono‑ and diglycerides, PGMS, acetylated monoglycerides) to hold layers together, potassium sorbate for freshness, and a whitening color (titanium dioxide—allowed in the U.S., not in the EU). These ingredients build the dessert‑like texture and long shelf life, though people who prefer short, minimally processed labels may look elsewhere.
Ingredient List
Cow's milk whey
Cow's milk whey
Defatted soybean flakes
Corn or wheat
Oil palm fruit
Fats and oils
Cattle hides and bones
apples and pears
Sugarcane and sugar beet
Corn, wheat, potato, tapioca starches
What are people saying?
Sources
Range
“Just gotta toss a shout out for the Robert Irvine Fit Crunch bars. I just had a PB&J one for breakfast. Each bar has 30g of Protein. They taste really really good.”
“The Fit Crunch bars are great if you want something that tastes like a candy bar, but almost has the macros of a legit protein bar 190cals, 16g protein, 8g fat, 14g carbs”
“The Robert Irvine’s fit crunch bars. Just found these at Costco, they don’t spike me, and almost reminds me of Reese’s.”
Main Praise
Taste is the headline here.
Across platforms, people keep calling FITCRUNCH the bar that finally tastes like a candy bar without abandoning protein—“better than a candy bar,” as one Amazon reviewer put it, and “almost reminds me of Reese’s,” said Reddit’s casualibrarian.
Fans like organicchunkysalsa and Mike Davel point to a rare combination: it’s flavorful, filling, and reliably high in protein (30 grams in the full-size; smaller versions still land a meaningful hit).
The texture—crisp exterior, softer interior—feels like dessert, not chalk. That makes consistency easier: it’s a bar you’ll actually eat, not one that lounges in your bag until you give up and grab a muffin.
Main Criticism
The tradeoff is real. The full-size bar is calorie-dense (around 390 calories for Milk & Cookies), and several reviewers, like Various‑Traffic‑1786, wish it were lighter.
Sweetness leans on sugar alcohols, which some folks—Pixieflower and jusfng among them—say can cause stomach upset. Others note that certain flavors can taste a touch artificial or have a chewy, drier center, and the chocolate coating can get messy if it warms up.
Outside reviews also flag the heavy use of processed ingredients and minimal fiber relative to the calorie load.
The Middle Ground
So where does the truth land?
If your top priorities are taste and a big protein number, FITCRUNCH largely delivers—Reddit user Checkers10160 framed it perfectly: it tastes like a candy bar with “the macros of a legit protein bar.
” If you value short labels and slow-burn carbs, you’ll see the 27-ingredient, heavily engineered build (including palm oils, emulsifiers, and sugar alcohols) as a deal-breaker.
One reviewer, Jacob Zemer, even argued only about 12 grams of the protein is “bioavailable,” but that claim deserves a raised eyebrow: whey and soy isolates are among the highest-quality proteins we have, and while gelatin is incomplete, it’s a small piece here.
What’s not up for debate is the calorie math—this is more mini meal than dainty snack. A practical middle ground: use it intentionally (post-lift, long shift, travel day), or go with the smaller bar if you want the flavor without committing to the full 390-calorie experience.
What's the bottom line?
FITCRUNCH Whey Protein Bar is the rare protein bar people are excited to eat—and that matters. The full-size Milk & Cookies flavor packs 30 grams of whey‑forward protein into a layered, dessert-like build that many find genuinely satisfying and filling. If your goal is to hit protein targets without forcing down something gritty, this is a compelling option.
The flip side is the engineering that makes it so enjoyable: refined carbs, sugar alcohols, palm-derived fats, and a long ingredient list that won’t thrill purity seekers. ” If sugar alcohols bother you, if you’re vegetarian (gelatin) or avoid dairy/soy, or if you prefer whole-food carbs, look elsewhere.
Otherwise, treat it like a strategy play: use it after training, on busy days, or when a dessert-y protein hit keeps you on track. And if you want the taste in a lighter package, the smaller FITCRUNCH bars with around 16 grams of protein are a reasonable compromise.