Pure Protein
Chocolate Deluxe
TL:DR
In 2 Sentences
A budget-friendly, high-protein-to-calorie bar that leans on complete dairy proteins and sugar alcohols to deliver chocolatey, dessert-like flavor at 180 calories.
When to choose Pure Protein Chocolate Deluxe
Reach for it when you want a protein-forward snack or post-workout bite that’s filling without a big calorie load—and you’re fine with a more processed ingredient list and sugar alcohols.
What's in the Pure Protein bar?
Pure Protein’s Chocolate Deluxe leans on complete dairy proteins—milk protein isolate plus whey isolate/concentrate—for a hefty 21g per bar, with a little hydrolyzed gelatin (collagen) in the mix. Carbs are engineered more than rustic: sugar alcohols (maltitol and its syrup) and glycerin keep sugar to 3g while giving that soft, chewy bite.
Fat stays light at 4. 5g, mostly from fractionated palm kernel oil, cocoa butter, and a touch of milkfat and almond butter.
The chocolate comes from cocoa, unsweetened chocolate, and cocoa butter, with natural flavor smoothing the edges. Big-picture: high protein, lower calories, and a very “designed” ingredient list aimed at sweetness and shelf-stable texture.
- Protein
- 21 g
- Fat
- 5 g
- Carbohydrates
- 17 g
- Sugar
- 3 g
- Calories
- 180
Protein
2115HIGHThe protein punch comes primarily from milk protein isolate and whey isolate/concentrate—complete, highly digestible dairy proteins that are naturally low in lactose. A smaller share is hydrolyzed gelatin (collagen), which adds grams but isn’t a complete protein on its own. Net result: a top-tier 21g that supports recovery while keeping sugars and fats in check.
Fat
59LOWJust 4.5g of fat, coming mainly from fractionated palm kernel oil and milkfat, with cocoa butter and a hint of almond butter. Palm-kernel oil is a refined, saturated fat used to firm coatings; cocoa butter leans stearic/oleic; the nut butter brings some heart-friendly monounsaturates. Low overall fat helps keep calories lean, though this isn’t an olive-oil style fat profile.
Carbs
1720MIDThese 17g of carbs skew refined rather than whole-food: maltitol and maltitol syrup (sugar alcohols made from starch) supply bulked sweetness, while glycerin (a plant-derived syrup) keeps the bar moist, with a small amount of table sugar. They generally raise blood sugar less than straight sucrose, so energy can feel steadier—but they aren’t the brown-rice-or-oats kind of carbs. Sensitive stomachs may notice sugar alcohols at higher intakes.
Sugar
34MIDOnly 3g of sugar because most sweetness comes from sugar alcohols (maltitol/maltitol syrup), a touch of glycerin, and a tiny dose of a zero-calorie sweetener (sucralose). That keeps sugar low and helps blunt spikes versus fully sugared bars, but it’s a highly processed route and polyols can cause GI rumbling for some. If you prefer fruit- or honey-sweetened bars, this will read differently.
Calories
180210LOWAt 180 calories—lower than many bars—nearly half the energy comes from protein, with modest contributions from fat and reduced-calorie sweeteners. Keeping fat low and swapping much of the sugar for polyols is what trims the total. It’s a protein-forward macro split if you want more nutrition per calorie.
Vitamins & Minerals
No vitamin fortification here, but cocoa and dairy ingredients contribute about 10% DV iron and roughly 8% DV calcium (helped by a little calcium carbonate). Potassium is minimal. Think muscle-first bar, not a multivitamin in disguise.
Additives
Expect an engineered texture: glycerin for moisture, sugar alcohols for bulked sweetness, soy lecithin for smoothness, cellulose for a bit of fiber, and sucralose for a final sweet lift. Fractionated palm-kernel oil sets the coating; natural flavors keep the chocolate profile consistent. The upside is low sugar and long shelf life; the tradeoff is a longer, more processed ingredient list.
Ingredient List
Skim cow milk
Cow's milk whey
Cow's milk whey
Bovine, porcine, and fish collagen
Fats and oils
Cacao tree seeds
Corn or wheat
Oil palm fruit
Corn or wheat starch
Sugarcane and sugar beet
What are people saying?
Sources
Range
“Pure protein > Kirkland Signature protein bars. The pure protein bars actually taste like candy bars to me. The Kirkland Signature protein bars have a texture like chewing on soft leather. That's a no for me!”
“I'm eating a lemon cake Pure Protein bar right now and I can attest that it absolutely slaps. It is a flavor that seems like it could get old quick though. Regardless they have a ton of flavors and the consistency of the bar is pleasing to say the least. 20g of protein with 190 calories isn't too bad either.”
“I buy Pure Protein Bars at Costco. They are my favorite. I find the Kirkland Bars to be too chewy. I have not tried the others you have shown here. I also like the Robert Irvin Bars.”
Main Praise
Fans don’t just praise the numbers—they actually enjoy eating these. Across Reddit and Amazon, people repeatedly say Pure Protein tastes closer to a candy bar than a gym snack, especially for the price.
The chewy center and chocolate coating scratch a sweet itch without turning into a calorie bomb, and the 21 grams of protein leaves many feeling satisfied until the next meal. Several reviewers call it a reliable pre- or post-workout grab that’s easy to keep in a gym bag or desk drawer.
Variety helps too; multiple flavors get shout-outs, and the consistency is described as dense-chewy rather than jaw-tiring. Add in the value—often cheaper than competitors—and you can see why it’s a staple for a lot of people who prioritize protein per dollar.
Main Criticism
Taste is polarizing. Some folks find the chocolate-forward flavors chalky, too dense, or even gag-inducing if eaten too quickly, and a few Redditors have complained about a strange off-smell in certain bars.
The sweetness comes largely from sugar alcohols, which keep sugar down but can bring a cool, slightly artificial finish—and for sensitive stomachs, gas or bloating. The ingredient list is undeniably processed (think refined oils, sugar alcohols, and a zero-calorie sweetener), which is a non-starter if you prefer whole-food bars.
Fiber is on the lighter side, so it’s not a complete stand-alone meal for most. And allergen-wise, this one contains milk, soy, and almond—and includes collagen, so it’s not vegetarian.
The Middle Ground
Who’s right—“absolutely slaps,” “mid,” or “barn at a rodeo”? Honestly, all of the above, depending on flavor, batch, and how fast you chew.
On paper, it’s impressive: 21 grams of complete dairy protein packed into 180 calories with just 3 grams of sugar. To hit those numbers, the recipe leans on sugar alcohols and a longer ingredient list.
If you’re okay with that tradeoff, Chocolate Deluxe does exactly what it says—delivers a protein-first bar that feels like dessert without blowing your day. If you want whole grains, fruit sweetness, or more fiber, you’ll feel the engineering; pair it with a banana or yogurt and the balance improves instantly.
Sensitive to maltitol? Start with half a bar and some water—it’s a low-stakes way to see how you do.
And if straight chocolate isn’t your thing, many reviewers report better luck with peanut butter or caramel-leaning flavors than pure chocolate.
What's the bottom line?
Viewed through a “protein per calorie, protein per dollar” lens, Pure Protein’s Chocolate Deluxe is a workhorse. It tastes like a treat to many, lands a legit 21 grams of complete protein, and keeps calories modest. The flip side is the very thing that makes those macros possible: a processed, sugar-alcohol-heavy formula that some will love for its steadiness and others will notice in the aftertaste—or in their gut.
It’s not a high-fiber, whole-food bar, and it’s not vegetarian. Use it where it shines: as a convenient, protein-forward snack or post-workout bite you can actually stick with. If you want more balance, pair it with fruit or a small yogurt.
If sugar alcohols aren’t your friend, you’ll know quickly. And if the Chocolate Deluxe flavor doesn’t click, try a different profile—taste is the most subjective part of this otherwise very practical bar. Condensed listicle version: A budget-friendly chocolate bar with 21 grams of complete protein at just 180 calories, Pure Protein Chocolate Deluxe delivers a dessert-like bite without a sugar overload (sweetness comes from sugar alcohols).
Great as a post-workout or on‑the‑go protein boost. Keep in mind: the ingredient list is more engineered than natural, fiber is low, and it contains milk, soy, almond, and collagen. Best for people who prioritize protein density over a short, whole‑food label.