Back of the envelope calculations suggest they have revenue of $3mm/year , so definitely not profiting at $5mm/year, but they can likely pay her a salary well above what Nike was paying her and it is perfect timing to go out on the road to use her former national champion status to promote the company. Hold clinics at running stores sponsored by picky bars and use them to convince the stores to carry the products. Hit up a different local road race every 3 or 4 days handing out bars to runners. And if she returns to racing in 2014 or 2015, she can now have a Picky Bars singlet in the NYC Marathon, not Nike. Picky Bars have great growth and they will easily be into 8 figure revenue by 2014.
(And don't forget, she has a second company, http://www.believeiam.com/ , that will also benefit from a tour of running stores around the country)
Call me stupid, Ms Hyperbole, but 12,000 bars a month is 144,000 a year. At $2.00 a bar that's only $288,000 per year GROSS revenue. Take out material and production costs, then administrative, I don't see anywhere near $3mm profit? Maybe $150k at most!