It seems like every day there’s a new energy bar hitting shelves. Or, being bought out by big players in the packaged foods scene. Just recently, corporate food manufacturing monolith Kellogg’s bought protein bar manufacturer RX Bar for $600 million (“I now have financial freedom”, claimed the founder and sayer of obvious things in an interview to CNBC).
But Will Nitze, a 27-year-old Harvard alum who became fascinated with “all things brain” during his neuroscience undergrad work, suffered from brain and body fatigue to the point he decided to seek out new health-conscious ways to get a little extra pep in his step. One that ideally would be rooted in nutrition and science rather than clever packaging and sugar. Enter: IQ Bars.
“People by and large don’t really like pills and tonics and so on, but they put up with them because of the intended effect,” Nitze said talking about the rise of Nootropics and other one-stop-brainpower elixirs. “So I wanted a product that optimizes real food specifically for the brain.”
And aiming to be a “more honest and nutritious version of Vitamin Water,” referring to the promises the clever packaging of that sugar water nothingness has long been mocked for, Nitze is confident his IQ Bars will be just that, and the plucky innovator just launched a Kickstarter funding campaign for the product line.
The starting line of products come in three flavors and are carefully balanced in both ingredients as well as manufacturing pathos in order to pack in nutrition and energy supporting elements which (finally?) taste good, too. The aim is sustained mental energy via critical brain nutrients (using five “critical components” like fiber, Vitamin E, Omega-3’s, and others). And, whole food ingredients chosen for links to positive brain outcomes, like matcha, fruits, and nuts optimized to provide max nutrition, “with only 45 grams to work with, meaning we couldn’t have one extraneous ingredient,” said Nitze. The bars are presented in a way that an eight-year-old could comprehend (simple ingredients on the front of packaging), as well as in-depth breakdowns on the website and Kickstarter landing page to give consumers all they need to “try one and decide for themselves”.
So far interest has been high. Nitze has already sampled the product at dozens of offices in the Hub, and at present, the company has quickly reached and exceeded over 300% of their initial fundraising goal already. Next up will be manufacturing and distribution, and ideally a place on the shelf at your favorite health food shop or college convenience store.
“IQ Bar is a perfect fit given the academic landscape around here,” he says. “We want to own Boston as the smart bar of the city.”
A single IQ Bar costs $2.99. The box of 12 costs $29.99.