Health-conscious consumers are increasingly interested in more than maintaining their waistlines. They’re also worried about their brains and keeping their mental capacity in tip-top shape. Food manufacturers like IQBAR are seeking to deliver, offering ingredients that aim to elevate their cognitive function and keep their minds sharp.

To learn more about IQBAR’s functional health mission, we connected with Will Nitze, founder and CEO, IQBAR. 

Jenni Spinner: Could you please tell me a bit about the history of IQBAR—how the idea came up, how you took the concept from your brain to the shelf, and what makes your brand different from other companies in the BFY bar space.

Will Nitze: While working a 9-to-5 desk job, I constantly battled mental fatigue, low energy, and difficulty focusing. It didn’t take long to trace the issue back to my carb-heavy diet. After shifting to a diet high in healthy fats and low in carbs, I noticed a significant improvement, but I also realized how hard it was to find convenient, ready-to-eat foods that supported both body and brain performance. This sparked the idea for IQBAR.

Utilizing my degree in neuroscience, I dove into research on functional ingredients that support mental clarity, physical performance, and overall well-being. That exploration shaped the foundation of IQBAR. Each of our plant-based protein bars is packed with five brain-boosting nutrients—magnesium, lion’s mane, MCTs, flavonoids, and vitamin E. In a crowded market, our products stand out thanks to this unique functionality and our ultra-clean ingredient label. Everything’s vegan and kosher with zero GMOs, gluten, dairy, or soy.

JS: Please talk a bit more about the nutritional profile of your bars—there are a lot of functional and nutritional bona fides touted on the labels.

WN: IQBAR plant-protein bars are formulated with nutrient-dense, clean-label ingredients that fuel both the brain and body. Each IQBAR contains five brain nutrients (magnesium, lion’s mane, MCTs, flavonoids, and vitamin E) as well as 12 g of plant protein, 1-2 g of sugar, and 2-3g net carbohydrates. We included protein for strength and satiety, brain nutrients for sharpness, and ultra-low sugar for zero crash. Every nutrient in our bar is in the form of, or is derived from, a whole food ingredient, and each was chosen because they have been shown to benefit mental and/or physical performance.

JS: The “IQ” in the name hints at the ingredients included to boost consumers’ brain power; could you please talk more about those ingredients and how you selected those to include in your formulations?

WN: Absolutely! Every ingredient in our products is carefully chosen based on scientific research showing its benefits for brain health. For example, magnesium supports brain function, energy production, and focus, while also helping regulate stress hormones like cortisol and mood-related chemicals like serotonin and GABA. Lion’s mane is a powerful adaptogen and antioxidant known to support the growth of brain cells. Vitamin E and flavonoids are antioxidants that help protect the brain over time. And MCTs offer a clean energy source to the brain in the form of ketones.

JS: I believe I first learned about IQBAR not during the workday as a snack and bakery journalist, but as a podcast junkie; please talk about that aspect of your marketing strategy and why that particular segment is a good fit for your efforts.

WN: Podcasts are one of our main channels to increase brand awareness and introduce new folks to the IQBAR brand. They’re a great way to get in front of our target demographic via a trustworthy endorsing host. We’ve also recently expanded our audio efforts to radio, and that’s going great, too.JS: Congratulations on getting your goods into Costco; could you please talk about your path into the club market and why that’s a good fit for you?

WN: Thank you! We got into our first Costco region via a roadshow in the LA region. Success there led to us getting a rotation in that region, and success on that rotation led to getting additional regions. It’s very much a momentum game! There are a few reasons why the club channel is a good fit for us at this time.

First and foremost, after nearly seven years in business, we are a mature business that is operationally savvy, which allows us to deliver major value to shoppers with Costco-specific packs and price points. The club channel is also a great avenue for accessing a high quantity of new customers at once and driving brand awareness.

JS: You’re not just about the bars; could you please talk about the other IQ offerings (IQMIX and IQJOE) and how the different lines all complement each other?

WN: Yes, we offer hydration drink mixes (IQMIX), and instant coffees (IQJOE) that are also formulated with clean, functional ingredients to enhance mental clarity, physical performance, and overall well-being.

Our IQMIX hydration sticks are thoughtfully formulated to deliver both hydration and cognitive support in a convenient, sugar-free format. Each stick pack contains 500 mg of sodium, 450 mg of potassium, 750mg of Magtein (magnesium L-Threonate), and 250 mg of Lion’s Mane—providing powerful benefits with only 3 g of total carbohydrates. Designed to fuel both body and mind, IQMIX combines electrolytes for optimal hydration, magnesium L-Threonate to support mood, and lion’s mane to promote mental clarity.

Our IQJOE instant coffees are also formulated with magnesium L-Threonate and lion’s mane but with an added focus on delivering smooth, jitter-free caffeine for sustained energy. Additionally, we added Magtein for its clinically demonstrated capacity to boost mood and clarity and smooth out the effects of caffeine.

These product lines complement one another rather than compete. By expanding into hydration, coffee, and protein bars, we’ve created multiple daily touchpoints with consumers. Someone could use all three products in a single day - hydration in the morning or during a workout, coffee for focused energy, and a bar for on-the-go nutrition.

JS: What’s next for your company?

WN: We have exciting innovations in the works for IQBAR! We have a new IQMIX flavor launching later this month, and we are looking at expanding into a new format next year. We think this expansion will be so impactful that it’ll double the business. Stay posted!

JS: Finally, do you have a favorite IQ item? Feel free to talk about your favorite IQBAR, IQMIX or IQJOE item you’re fond of, or maybe a product that’s not out on shelves yet.

WN: I’m obsessed with our new summer IQMIX flavor we’re about to launch. It’s insanely good, and we’re really the only stick pack hydration company offering this particular flavor. I’m super excited for the world to experience it.

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