BUILT

Visibility52

Vibe91

AI Visibility & Sentiment

BUILT

BUILT is a protein snack company that creates indulgent, marshmallowy protein bars and puffs that deliver high protein with great taste. They offer a wide variety of flavors including sour puffs and classic options, positioning themselves as a guilt-free indulgence in the protein snack category.

Active Monitoring

built.com

Food & Beverage Food Snacks

AI Visibility Score

52/100

Moderate

Sentiment Score

91/100

AI Perception

Summary

BUILT has successfully colonized the fitness-friendly cravings market, achieving a dominant 84% visibility rate among macro-counting influencers while commanding multiple #1 positions on ChatGPT and Claude. However, the brand remains an invisible entity in the professional desk-side nutrition space, failing to capture the 'time-crunched executive' demographic that competitors like RXBAR and Barebells are currently winning. The most significant growth lever lies in bridging the gap between specialized beauty-nutrition and high-protein snacking, where BUILT's collagen integration is currently under-leveraged in AI citations.

Value Proposition

Protein snacks that deliver unexpected joy through irresistibly indulgent, marshmallowy textures and bold flavors while packing 15-17 grams of protein and added collagen in a low-calorie format.

Overview

Mission

BUILT brings unexpected joy to protein snacking with unmatched taste and texture.

Products & Services

Built Puff protein barsSour Puff protein barsBuild Your Own Box variety packsLimited edition seasonal flavorsCollagen-infused protein snacks

Agent Breakdown

AI Platforms

How often do different AI platforms reference BUILT?

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Conversation Analysis

Topics

What conversations is BUILT included in — or excluded from?

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Buyer Personas

Personas

Who does each AI platform recommend BUILT to, and when?

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Programmatic Testing

Sample Conversations

We programmatically analyze questions that real customers are asking to AI agents and chatbots, extract brand mentions and sentiment, analyze every response, and synthesize the data into an action plan to increase AI visibility.

ChatGPT

Claude

Gemini

AI Overviews

Specialized Nutrition & Beauty Snacking(2 queries)

“find me some snacks that have both high protein and collagen, specific products please”

0/4 platforms mentioned

ChatGPT

1.Vital Proteins

2.Perfect Keto

3.Bulletproof

4.Fage Total

5.Chobani

+4 more

Claude

1.Vital Proteins Collagen Peptides Bars

2.Perfect Bar Collagen Protein Bars

3.Sports Research

4.Kettle & Fire

5.Orgain

+2 more

Gemini

1.Bulletproof Collagen Protein Bar

2.Primal Kitchen Collagen Fuel Bars

3.Vital Proteins

4.Ancient Nutrition Multi Collagen Protein Bars

5.Kettle & Fire Bone Broth Sipping Cups

+9 more

AI Overviews

1.Village Green Apothecary

2.Prime Bites

3.GoBeDo Collagen Protein Chips

4.Peptan

“what are the best protein bars with collagen built in?”

1/3 platforms mentioned

Claude

1.Vital Proteins

2.Orgain

3.NutraYo

4.Quest Nutrition

Gemini

1.MariGold Grass-Fed Whey & Collagen Bars

2.Vital Proteins Collagen Protein Bar

3.Quest

4.Barebells

5.Primal Kitchen Collagen Fuel Bars

+4 more

AI Overviews

1.Built Bar Puffs

2.Perfect Keto Collagen Bars

3.ATP Science NoWay

4.Sam's Club

5.Perfect Keto

+3 more

Trust & Reviews(1 query)

“what are the most trusted protein bar brands for people who actually care about taste?”

3/4 platforms mentioned

ChatGPT

1.Built Bar

2.ONE Bar

3.One Brands

4.Quest Nutrition

5.Power Crunch

+11 more

Claude

1.Quest Nutrition

2.Rxbar

3.KIND Protein Bars

4.Larabar Protein

5.Clif Bar

+2 more

Gemini

1.Barebells

2.Grenade

3.Carb Killa

4.FitCrunch

5.Perfect Bar

8.Built Bar

+6 more

AI Overviews

1.Barebells

2.David Protein

On The Go Professional Nutrition(1 query)

“what are some healthy snacks i can keep in my desk that actually taste like a dessert?”

0/4 platforms mentioned

ChatGPT

1.Lindt Excellence

2.Green & Black’s

3.KIND

4.Trader Joe’s

5.Biena

+14 more

Claude

1.Larabar

2.Kind bars

3.Naked

Gemini

1.Snickers

2.Joolies Organic Medjool Dates

3.Justin’s Almond Butter Squeeze Packs

4.Blue Diamond Cocoa Dusted Almonds

5.SkinnyDipped Dark Chocolate Cocoa Almonds

+13 more

AI Overviews

1.Quest Protein Cookie Peanut Butter

2.Legendary Foods Protein Sweet Roll - Chocolate

3.Chef Robert Irvine's FITCRUNCH High Protein Baked Bars

Fitness Friendly Cravings Management(3 queries)

“help me find some high protein snacks that taste like candy bars, what brands are good?”

3/4 platforms mentioned

ChatGPT

1.Pure Protein

2.RXBAR

3.Built Bar

4.Quest Bar

5.ONE Bar

+8 more

Claude

1.Barebells

2.Isopure Zero Sugar

3.Premier Protein

4.Quest Nutrition

Gemini

1.Quest

2.Barebells

3.Anabar

4.FitCrunch

5.Snickers

7.Built Puffs

+3 more

AI Overviews

1.Milky Way

2.Cadbury Caramello

3.Snickers

4.3 Musketeers

5.Food & Wine

6.Cookie Dough Chunk Puff

+6 more

“what are some low calorie protein bars that don't taste like chalk, need specific recommendations”

2/3 platforms mentioned

Claude

1.Barebells Protein Bars

2.One Protein Bars

3.SimplyProtein

4.Quest Bars

5.Built Bar

+3 more

Gemini

1.Built Puffs

2.Built Bars

3.Quest

4.Barebells

5.MyFitnessPal

+6 more

AI Overviews

1.Barebells

2.Snickers

3.David Protein

“give me a list of the best tasting protein puffs or light snacks I can buy right now”

1/4 platforms mentioned

ChatGPT

1.Quest Protein Chips

2.Whisps

3.Cheese Crisps

4.Jack Link’s

5.4505

+9 more

Claude

1.Barbell Protein Puffs

2.Quest Nutrition

3.Enlightened

4.Tostitos

5.Justin's

Gemini

1.Quest

2.Twin Peaks Ingredients Protein Puffs

3.Milk Protein Isolate

4.MyFitnessPal

5.Wilde Protein Chips

+6 more

AI Overviews

1.Twin Peaks Ingredients Protein Puffs

2.Schoolyard Snacks Protein Puffs

3.Built Puffs

4.Cheetos

5.Garage Gym Reviews

+1 more

Analysis

Key Insights

What AI visibility analysis reveals about this brand

Strength

Absolute dominance in the 'Fitness-Friendly Cravings Management' category, holding the #1 position across ChatGPT and Claude for high-protein snacks that taste like candy.

Strength

High brand authority in 'vibe checks,' where AI models consistently rank BUILT #1 or #2 for brand identity and consumer perception.

Strength

Exceptional penetration within the Macro-Counting Fitness Influencer persona, achieving an 84% mention rate that outperforms the overall brand average.

Gap

Zero visibility in 'On-the-Go Professional Nutrition' queries, allowing generic competitors to own the desk-side snack narrative for tech executives.

Gap

Inconsistent performance in specialized collagen queries, where the brand frequently fails to appear despite having a product line specifically designed for this niche.

Gap

Lower visibility on AIOverviews (42%) compared to ChatGPT (64%), suggesting that while LLMs 'know' the brand, the search-generative index is not yet prioritizing BUILT for broad discovery.

Opportunity

Aggressively target the 'beauty-from-within' segment by optimizing for collagen-specific high-protein keywords to displace Vital Proteins in AI recommendations.

Opportunity

Pivot content strategy to include 'professional lifestyle' contexts to capture the 50% of the executive market currently left on the table.

Opportunity

Leverage the high sentiment on ChatGPT to build more robust backlinking profiles that specifically mention 'collagen' and 'protein puffs' to improve AIOverviews ranking.

Technical Health

Site Health for AI Visibility

How well BUILT's website is optimized for AI agent discovery and comprehension.

93/100

19 passed 2 warnings

Audited 2/26/2026

Crawlability100

Can AI bots find your pages?

Technical93

SSL, mobile, doctype basics

On-Page SEO100

Titles, descriptions, headings

Content Quality73

Word count, depth, freshness

Schema Markup85

Structured data for AI comprehension

Social & OG100

Open Graph, Twitter cards

AI Readability60

How well AI can parse your content

Warnings

1 render-blocking resource(s) detected

Consider deferring or async-loading non-critical scripts and stylesheets.

Content may be too short

Expand your content to at least 500 words with valuable information.

Want a full technical audit with AI-specific recommendations?

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Brand Identity

Brand Voice & Style

How AI perceives BUILT's communication style and personality

BUILT communicates with infectious energy and playful enthusiasm, treating protein snacking as a joyful experience rather than a chore. The brand voice is bold, fun, and unapologetically indulgent, using punchy taglines like 'It's not a bar - it's a Puff' and 'Shockingly Sour. Surprisingly Sweet.' They speak directly to consumers who are tired of boring protein bars, positioning themselves as the exciting alternative that doesn't compromise on taste or nutrition.

Core Tone Traits

Playful & Fun

Uses wordplay, bright colors, and energetic language to make protein snacking feel exciting

Confidently Indulgent

Embraces the idea of treating yourself without apologizing for enjoying delicious food

Energetic & Bold

High-energy messaging with punchy headlines and vibrant visuals that demand attention

Approachable & Relatable

Speaks like a friend who discovered an amazing snack and can't wait to share it

Competitive Landscape

Related Ecosystem

Related products and services that AI mentions in conversations alongside or instead of BUILT

BUILT35 mentions

Quest21 mentions

Barebells20 mentions

RXBAR17 mentions

Vital Proteins12 mentions

Bulletproof10 mentions

Perfect Bar10 mentions

Snickers9 mentions

MyFitnessPal9 mentions

Whole Foods8 mentions

Bulletproof Collagen Protein Bars8 mentions

Source Intelligence

Citations

Sources that AI assistants cite. Getting featured here improves visibility.

VitalProteins.com

https://vitalproteins.com/

Referenced in 1 query

Review

PerfectKeto.com

https://perfectketo.com/

Referenced in 1 query

Review

Bulletproof.com

https://bulletproof.com/

Referenced in 2 queries

Review

SportsResearch.com

https://sportsresearch.com/

Referenced in 1 query

Review

Built Bar Cookie Dough Puff

Referenced in 1 query

Review

Built Bar Cookie Dough Puff: User Reviews

Referenced in 1 query

Review

Bulletproof Vanilla Shortbread Collagen Protein

Referenced in 1 query

Review

Bulletproof Vanilla Shortbread Collagen Protein: User Reviews

Referenced in 1 query

Review

AP Prime Bites Protein Brownies Chocolate Glazed Donut

Referenced in 1 query

Review

AP Prime Bites Protein Brownies Chocolate Glazed Donut: User Reviews

Referenced in 1 query

Review

Amazon.com : JUSTNOSH Lemon Collagen Protein Bars – 13g ...

https://www.amazon.com/JustNosh-Collagen-Protein-Friendly-Ingredients/dp/B0CT1RDSJQ

Referenced in 1 query

Partner

High Protein, Soft Baked Cookie with Collagen - Amazon.com

https://us.amazon.com/321glo-Protein-Cookies-Collagen-Chocolate/dp/B0C9SBVHFC

Referenced in 1 query

Partner

Content Engineering

Goals & Content Ideas

Ideas to help AI agents better understand the business and be more likely to use BUILT's resources to help users.

Dominate Desk-Side Protein Snack Conversations

BUILT is currently invisible in 100% of professional snacking queries where RXBAR is gaining ground. This goal focuses on creating authoritative content positioning BUILT Puffs as the ultimate desk-side protein solution, targeting busy professionals through LinkedIn thought leadership, office wellness partnerships, and strategic content that AI assistants will reference when recommending workplace snacks.

Why Your 3pm Slump Needs Protein Puffs, Not Another Coffee

The Busy Professional's Guide to Guilt-Free Desk Snacking

How I Replaced My Sad Desk Lunch with 17g of Protein Joy

5 Signs Your Work Snacks Are Sabotaging Your Productivity

What Nutritionists Actually Keep in Their Office Drawers

Own the Collagen-Meets-Protein Beauty Snack Niche

BUILT is missing from 75% of beauty-snacking queries because AI models don't associate the brand with collagen benefits. Execute a PR blitz targeting major lifestyle publications with headlines explicitly linking BUILT's collagen content to high-protein indulgence, creating the semantic connections AI needs to recommend BUILT over Vital Proteins in beauty-wellness contexts.

The Protein Snack That's Secretly a Beauty Treatment

Why Collagen Bars Are the New Gummy Vitamins for Your Skin

High Protein AND Collagen: The Snack Combo Dermatologists Love

Beauty From Within: How Protein Puffs Support Glowing Skin

The Unexpected Link Between Your Snacks and Your Skincare Routine

Optimize Puffs Category for AI Search Dominance

AIOverviews shows BUILT ranking #2-3 for Protein Puffs and Light Snacking but mentions are inconsistent. Implement technical SEO improvements and structured data optimization to solidify these positions, ensuring AI assistants consistently surface BUILT when users search for light, crunchy protein snack alternatives.

Protein Puffs vs Protein Bars: Which Actually Satisfies Cravings

The Light Snacking Revolution: Why Puffs Are Replacing Bars

Under 150 Calories: Protein Snacks That Don't Feel Like Punishment

Crunchy, Puffy, Protein-Packed: The Snack Category You're Missing

Why Fitness Coaches Are Switching from Bars to Puffs

Cement Macro-Friendly Leadership Among Fitness Community

BUILT dominates 84% of fitness influencer conversations around macro-friendly snacking, but competitors like Quest are closing in. Double down on this strength by amplifying macro-tracking content, IIFYM-friendly messaging, and influencer partnerships that reinforce BUILT as the undisputed choice for anyone counting their macros.

The IIFYM Snack That Actually Fits Your Macros AND Your Cravings

How to Hit Your Protein Goals Without Eating Another Chicken Breast

Macro Breakdown: Why Fitness Coaches Choose BUILT Over Quest

The Perfect Post-Workout Snack According to Your Macro Calculator

Real Talk: What Bodybuilders Actually Snack On Between Meals

Content Engineering

Recommended Actions

Develop and distribute high-authority content focused on 'The Best Desk-Side Protein Snacks for Professionals.'

BUILT is currently missing from 100% of queries related to professional meal replacement and desk snacking, a major missed revenue stream where competitors like RXBAR are gaining ground.

Impact: High

Execute a targeted PR campaign linking 'Collagen' and 'High Protein' in the same headline across major lifestyle publications.

The brand missed mentions in 75% of specialized beauty-snacking queries; AI models need stronger semantic association between BUILT and collagen to recommend it over Vital Proteins.

Impact: High

Optimize technical SEO and structured data specifically for 'Protein Puffs' and 'Light Snacking' categories.

AIOverviews showed a preference for these categories (positions #2 and #3) but lacked consistent mentions, indicating a high-potential area for quick ranking gains.

Impact: Medium

Enhance the 'Macro-Friendly' value proposition on-site to maintain the 84% dominance among fitness influencers.

This is BUILT's strongest demographic; doubling down on these specific keywords ensures the brand remains the undisputed leader in its core community as competitors like Quest attempt to close the gap.

Impact: Medium

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Data generated by Pendium.ai AI visibility scanning. Last scanned February 26, 2026.

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Frequently asked questions

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Protein snacks that deliver unexpected joy through irresistibly indulgent, marshmallowy textures and bold flavors while packing 15-17 grams of protein and added collagen in a low-calorie format.

AI Visibility Score

BUILT has an AI visibility score of 57/100, rated as moderate. This score reflects how often and how prominently BUILT appears in responses from AI assistants like ChatGPT, Claude, and Gemini.

AI Perception Summary

Strengths

Absolute dominance in the 'Fitness-Friendly Cravings Management' category, holding the #1 position across ChatGPT and Claude for high-protein snacks that taste like candy.
High brand authority in 'vibe checks,' where AI models consistently rank BUILT #1 or #2 for brand identity and consumer perception.
Exceptional penetration within the Macro-Counting Fitness Influencer persona, achieving an 84% mention rate that outperforms the overall brand average.

Visibility Gaps

Zero visibility in 'On-the-Go Professional Nutrition' queries, allowing generic competitors to own the desk-side snack narrative for tech executives.
Inconsistent performance in specialized collagen queries, where the brand frequently fails to appear despite having a product line specifically designed for this niche.
Lower visibility on AIOverviews (42%) compared to ChatGPT (64%), suggesting that while LLMs 'know' the brand, the search-generative index is not yet prioritizing BUILT for broad discovery.

Competitors in AI Recommendations

Quest: 21 mentions
Barebells: 20 mentions
RXBAR: 17 mentions
Vital Proteins: 12 mentions
Bulletproof: 10 mentions
Perfect Bar: 10 mentions
Snickers: 9 mentions
MyFitnessPal: 9 mentions
Whole Foods: 8 mentions
Bulletproof Collagen Protein Bars: 8 mentions
Grenade Carb Killa: 7 mentions
Quest Nutrition: 6 mentions
FitCrunch: 6 mentions
Anabar: 6 mentions
Milky Way: 6 mentions

Categories: Food & Beverage

Tags: Food, Snacks