IQBAR
Overview
“While studying psychology and neuroscience as a Harvard undergrad, I became fascinated with the human brain and how it functions. After graduating and settling into long workdays selling and marketing software, I experienced failings with my own brain. Mental fatigue and headaches became daily struggles. Eventually, I identified my carb-packed diet as the culprit. By eliminating high-carb staples from my regimen and consuming vastly more fats and anti-inflammatory compounds, I experienced an astounding recovery in my mental energy and clarity. Elation soon gave way to frustration as I struggled to find ready-to-eat options that fit my new diet and my hectic lifestyle. The fact that no food product centering on brain and body nutrition existed astounded me. After hearing similar frustrations from others on a low-carb regimen, I thought: “Why don’t I create that product?” Before long, I was spending nights and weekends researching esoteric nutrients and “prototyping” in my apartment kitchen. After countless iterations over the course of a year, I launched a Kickstarter campaign in late 2017 and IQBAR was born.” - Will Nitze, Founder & CEO IQBARs are nutrition bars formulated with clean-label ingredients rich in compounds shown to benefit the brain and body. Each bar contains 6 brain nutrients, 12g plant protein, 3g net carbs, and <1-1g sugar. IQBARs are keto, paleo friendly, vegan, kosher, and free from GMOs, gluten, dairy, soy, and sugar alcohols.
Brain + Body Bars
IQBAR Drops Keto Callout, Refreshes Brand Amid Distribution Expansion
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.”
Lotus Bakeries Adds IQBAR To Venture Portfolio
Belgium-based Lotus Bakeries announced it has taken a minority stake in functional food brand IQBAR leading the bar maker’s Series B funding round through its venture arm, Fast Forward 2032.
Distribution: IQBAR Sees Growth In Walmart; Nowadays Makes Retail Debut at Whole Foods in Pacific Southwest
After a successful pilot test last June, functional food company IQBAR is more than doubling distribution of its vegan nutrition bars in Walmart stores. The product is now available in 4-count multipacks (MSRP $6.97) in three flavors – Banana Nut, Almond Butter Chip, Peanut Butter Chip and Chocolate Sea Salt – in 1,800 Walmart stores nationwide. The bars will be stocked in the “Keto protein bar section” in grocery, IQBAR founder and CEO Will Nitze said.
Distribution Roundup: Afia Expands Presence Into Mid-Atlantic; Walgreens Brings In SpoonfulONE Mix-Ins
Frozen entree brand Afia announced it will add 250 points of distribution for its frozen falafel products after landing partnerships with Harris Teeter and Giant Landover in May. The launch, which includes the falafel line’s 9 oz. Traditional and Garlic & Herb varieties, will bring the brand’s footprint to more than 2,000 stores nationwide, doubling its store count.
IQBAR Prepares to “Grow Smarter” With New Funding
Brain health bar brand IQBAR is ready to start thinking bigger after securing a new round of funding led by CircleUp Growth Partners, with plans to expand into a new category and grow its presence in ecommerce and retail this year.
More Brainpower: IQBAR Expands Distribution
IQ Bar is allocating some of its brainpower to the retail shelf. Though the Boston-based brand has so far garnered half its business from e-commerce, it recently entered 1,000 Kroger stores, increasing its retail footprint to about 6,000 doors.
No retailers or e-commerce options have been specified for this brand