Laufer Leans into ‘High Tech Naturalism’ with Launch of Pangaia Health

“Materials science” company Pangaia is making the move from tracksuits to snacks. Last week, the cult clothing retailer announced the launch of the Super Super Bar, the first product from its food division, Pangaia Health.

First launched in 2018, to-date Pangaia has focused on sustainably produced apparel and accessories, with a reported $75 million in sales in 2020. The company brought aboard former JUST Water CEO and Red’s All Natural COO Ira Laufer to serve as CEO of Pangaia Health in 2021 after Laufer collaborated on a 2020 JUST Water x Pangaia capsule collection.

“PANGAIA was born to bring breakthrough materials science innovations into the world and there is no limit to material science innovation,” Laufer said “We are creating functional superfood products developed, tested and born through the same Pangaia lens of bringing breakthrough problem solving science and innovation to the superfood category. Food is a vehicle to deliver materials science and biotech innovations.”

Sold on the brand’s website for $35 per 7 pack, the Super Super Bar is produced using ethically sourced, carbon-neutral ingredients including prickly pear, goji berries, sprouted red quinoa and coconut. It also features Incredo-sugar, ingredient company DouxMatok’s newly launched sugar reduction technology. Laufer expects the bars to eventually enter select retail stores and pop-ups, with more superfood-based offerings in the works as well.

In a press release, Pangaia described the development of the bars as “high tech naturalism,” using biotechnology to source “responsible ingredients” and packaging that can have the least environmental impact. After clothing, Laufer said food was “a national progression” where there is the greatest opportunity for impact,particularly once the company can achieve scale and reduce prices.

“We’re looking for places where there is an abundance in nature and combine that with the latest technology, to optimize and augment the very best of nature in a very high-tech approach,” he said. “Nature gives us the ingredients for the food we eat and the clothes we wear.”