All In Food announced its debut with the launch of its Madagascar Vanilla snack bar in retail stores across the U.S. The brand unveiled its name, mission, and look, marking a significant evolution in its impact model and consumer focus. The launch is backed by a $4 million funding round led by Obvious Ventures, fueling the company’s next stage of growth.
Initially co-founded by actress Kristen Bell as This Bar Saves Lives, the brand was acquired in 2022 by GOOD Worldwide, a social impact company that also owns media brand Upworthy. Now introduced as All In, the company enters the market with a renewed focus on crafting delicious, organic snacks, anchored by a mission to nourish communities and drive meaningful change.
“We are making bars that are absolutely craveable, and every bite brings something extra,” said James McGinnis, CEO of All In and longtime CPG leader. “We’re All In on ingredients that matter, business that gives back, and community-first action that starts close to home.”
McGinnis, a seasoned CPG executive, brings senior leadership experience from Clif Bar, Qualitas Health, and Indigo Wild. He previously held roles at major food and personal care companies, including Dial and Pinnacle Foods. Under his leadership, All In is growing its national retail footprint marking a significant milestone for the brand.
All In’s launch includes five snack bar flavors, all certified USDA Organic, non-GMO, gluten-free, and palm oil free. Their kids-focused line is free from the top eight allergens and is safe for schools as it is produced in a dedicated nut-free facility.
The $4 million in new capital, led by Obvious Ventures, will support retail expansion, team growth, and ongoing R&D. “All In is exactly the kind of brand we look to back—one that delivers real impact without compromising quality or joy,” said James Joaquin, Co-Founder and Managing Director at Obvious Ventures.
All In is showing up where it counts—with snacks that taste amazing and a mission to give back,” said Max Schorr, CEO of GOOD Worldwide and All In board member. “All in represents a deepened commitment to what matters: great food, strong values, and community-first action. We’re delighted to launch the brand with Obvious Ventures and Kristen Bell and are energized for what’s ahead.”
