IQBAR Drops Keto Callout, Refreshes Brand Amid Distribution Expansion
Aiming to reposition its offerings towards a wider audience, IQBAR is rolling out new packaging across all three product lines next week that will bring simplified nutrition claims and see the adoption of a new tagline: “For Smart Mouths.”
The branding updates, which also includes the addition of Non-GMO Project Verified and Certified Gluten-Free seals, will roll out across the Boston-based brand’s portfolio including its protein bars, hydration mixes and instant coffee products. As interest in the Keto diet has begun to wane, founder Will Nitze said “the writing on the wall was just so clearly there” to reposition the product, starting by dropping a front-of-pack Keto callout from the bars.
“Yes, there were data considerations – for instance, searches for “keto bars” on Amazon plateaued – but the strongest signals came from retailers,” Nitze said. “Numerous category managers told us to please remove ‘keto’ from our packaging because their shoppers’ interest in the diet was waning.”
Founded in 2017, the brand started by selling low-sugar, adaptogen-infused protein bars; it now offers eight SKUs made with ingredients including a pea and tapioca starch protein blend, prebiotic fiber, coconut oil, lion’s mane and stevia. In January 2023, Lotus Bakeries’ venture arm Fast Forward 2032, announced it had taken a minority stake in the brand, which has raised $4.3 million since its launch.
Alongside the packaging changes, IQBAR is ramping up its retail efforts and is now available in more than 10,000 doors nationwide. Starting this month, all Giant and Earth Faire locations will carry the brand’s Peanut Butter Chip, Almond Butter Chip and Chocolate Sea Salt bars with the latter retailer also offering the Lemon Blueberry SKU.
Wholesale continues to be an important channel for IQBAR as well. All BJ’s Wholesale locations, in addition to its online platform, now offer 12-packs of its Peanut Butter Chip and Chocolate Sea Salt bars. According to the brand, the product continues to see strong momentum in Southeast Costco stores as well as in Sam’s Club, where it has now graduated from being on rotation and was recently deemed an everyday, permanent item.
The brand’s IQJOE line also notched its first major retail win with 8-count variety packs of both its hydration mixes (IQMIX) and instant coffees (IQJOE) rolling out to all Vitamin Shoppe locations this month. According to Nitze, the brand grew its retail presence by 25% in 2023 and expects to grow at the same rate this year.
“The expansion further proves out our thesis that IQBAR products can perform well in all channels – natural, conventional, big box, club, etc.,” Nitze said. “Given the majority of our business is still e-commerce, our online / offline flywheel continues to strengthen. People continue to find us online, then buy in store, and vice versa.”
