Updated for 2026 — Originally published 2024
think! (formerly thinkThin) has been in the protein bar game since 1999, making them one of the oldest brands on the market. With over 60,000 monthly searches, they've maintained a loyal following — especially among women and health-conscious shoppers looking for bars without artificial sweeteners.
But does nearly three decades of experience translate into a better bar? Let's find out.
Here's what you're getting per High Protein Bar (60g):
The headline is the 0g sugar claim — and it's legitimate. think! bars achieve this through sugar alcohols and natural sweeteners rather than added sugars. The 20g protein is competitive, and 230 calories is reasonable.
The weak spots: fiber is almost nonexistent (1–2g), and net carbs are surprisingly high at 20–22g despite having no sugar. This is because the carbs come from sugar alcohols and other carbohydrate sources that don't count as "sugar" on the label but still contribute to the carb total.
think! uses a blend of whey protein isolate, calcium caseinate, and soy protein isolate. The whey isolate and casein are quality sources, but the soy protein isolate brings down the overall quality profile. It's a mixed bag — better than Pure Protein, but not as clean as Built Bar or Quest.
Here's what's in a think! Brownie Crunch bar:
Maltitol is the primary sweetener — the same sugar alcohol we flagged in Pure Protein. It keeps the "sugar" line at 0g on the label, but it has a glycemic index of 36 (compared to 0 for erythritol and 65 for table sugar). It can also cause digestive discomfort.
Double Palm Oil — Both palm kernel oil and palm oil appear in the ingredients. This is a cost-optimization move, not a health-optimization one.
The good news: no sucralose, no acesulfame-K, no artificial sweeteners. think! uses maltitol and natural flavors instead. Whether maltitol is "better" than sucralose is debatable, but the absence of artificial sweeteners is what draws many health-conscious consumers to the brand.
think! offers a focused lineup:
High Protein Bars:
Keto Protein Bars:
Protein+ Bars (150 cal line):
The variety is moderate. They've been smart about launching sub-lines (Keto, Protein+) that target specific diets rather than just pumping out more flavors.
think! bars have a dense, chewy texture with a chocolate coating. They're similar to Quest in firmness but slightly softer. The coating is thicker than Pure Protein but thinner than Barebells.
Brownie Crunch and Creamy Peanut Butter are genuine standouts — rich, chocolatey, and satisfying. The White Chocolate flavor tends to be polarizing (very sweet). Overall, taste quality is above average for the category, especially considering the 0g sugar achievement.
think! bars retail for $9.99 for a 5-pack ($2.00/bar) at most stores, or $17.99 for a 10-pack ($1.80/bar) on Amazon. The pricing lands squarely in the mid-range — more expensive than Pure Protein but cheaper than Barebells or Built Bar.
For the no-artificial-sweetener, 0g sugar, 20g protein combination, the value is reasonable. Few bars hit all three of those targets at this price point.
They're not ideal for keto dieters (despite the Keto line — net carbs are still high), fiber seekers, or anyone sensitive to maltitol.
think! focuses on zero sugar and 20g protein with maltitol and soy. LyfeFuel's Essential Nutrition Bar takes the whole-food approach with plant-based protein, 11g prebiotic fiber, 28+ superfoods, and truly zero artificial ingredients — no maltitol, no soy, no palm oil. think! wins on protein count; LyfeFuel wins on everything else.
think! bars occupy a solid middle ground. The 0g sugar and no-artificial-sweetener formula genuinely differentiates them from Quest and Pure Protein. But maltitol comes with its own issues, the fiber content is negligible, and the ingredient list (soy protein, double palm oil) isn't as clean as the brand's health-conscious image suggests. think! is a good bar, but in 2026's crowded market, "good" isn't enough to stand out.
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