Unleashing the Power of Brain-Focused Nutrition with Will Nitze

Welcome to the Super Entrepreneurs Podcast! In today's episode, we have the pleasure of hosting Will Nitze, the founder and CEO of IQ Bar. IQ Bar is a groundbreaking startup that specializes in creating mouthwatering vegan and plant-based protein bars, as well as hydration mixes that not only nourish your body but also supercharge your brain. We're thrilled to have Will here with us today to dive into the fascinating world of brain and body nutrition.   Will Nitze, a true innovator in the health and wellness industry, embarked on this entrepreneurial journey with a mission to provide a unique product that stands out from the crowd. Unlike most protein bars that solely focus on physical fitness and dietary needs, IQ Bar takes it a step further. They are the pioneers in integrating brain health into their products, ensuring that your cognitive well-being is as prioritized as your physical health.   IQ Bar's success story is truly remarkable. Since their launch in January 2018, they have experienced unprecedented growth, with a staggering 100% year-on-year expansion. Currently, their products can be found in over 8,000 esteemed retail locations, making them a prominent player in the market. Moreover, their online presence continues to flourish, capturing the attention of health-conscious consumers worldwide.   What sets IQ Bar apart is their commitment to inclusivity. Irrespective of your dietary preferences or restrictions, IQ Bar offers a versatile range of options that cater to various diets such as keto, paleo, and vegan. Their bars are thoughtfully designed to be low in sugar and carbs, ensuring they align with your specific nutritional goals.   Looking towards the future, IQ Bar has ambitious plans to dominate the brain and body nutrition space. While their protein bars have already gained substantial acclaim, they are expanding their product line to include IQ Mix, a hydration product that incorporates brain-boosting nutrients alongside essential electrolytes. Additionally, they are venturing into the realm of coffee with their upcoming product, IQ Joe, further solidifying their position as a leading brain and body nutrition company.   Although IQ Bar believes in the power of their products, they remain rooted in science and whole-food nutrition. While they refrain from making grandiose claims, they meticulously select ingredients that are backed by scientific research, such as omega-3s and flavonoids, ensuring their offerings are genuinely beneficial for brain health.   Join us as we delve deeper into Will Nitze's captivating journey, exploring his inspirations, challenges, and triumphs along the way. Discover the secrets behind IQ Bar's incredible success and gain valuable insights into the ever-evolving landscape of brain and body nutrition.   Tune in to this compelling episode of the Super Entrepreneurs Podcast and embark on a transformative journey towards a healthier brain and body.   Chapter Stamps:   [00:00:00] Introduction to the episode and guest, Will Nitze, the founder and CEO of IQ Bar, a startup that specializes in creating delicious vegan and plant-based protein bars and hydration mixes. [00:00:25] Shahid welcomes Will and asks about the correct pronunciation of his last name. [00:00:48] Will shares the launch timeline of IQ Bar, mentioning the Kickstarter campaign in January 2018 and the fulfillment of their first order in mid-2018. [00:01:23] Shahid inquires about the progress of the company, and Will mentions their significant growth, expanding to approximately 8,000 retail locations and establishing a strong online presence. [00:01:30] Will explains that IQ Bar stands out from other plant-based protein bars by focusing on both brain and body health. They incorporate brain-boosting nutrients like omega-3s, flavonoids, and medium-chain triglycerides alongside 12 grams of plant protein and 7 to 10 grams of fiber. [00:02:30] Will highlights that IQ Bar caters to various dietary preferences, making it suitable for different diets such as keto, paleo, and vegan. [00:02:41] Shahid asks about the future plans for IQ Bar. Will expresses the company's goal to dominate the brain and body space, expanding their product line to include hydration mixes (IQ Mix) and coffee (IQ Joe), with a vision to become a comprehensive brain and body nutrition company. [00:03:25] Will explains that IQ Bar does not conduct specific before-and-after studies but focuses on incorporating scientific research-backed brain-healthy compounds and nutrients into their products. [00:04:49] Shahid mentions the positive response and increasing popularity of IQ Bar, indicating that people are experiencing positive effects from consuming the products. [00:05:30] Will discusses the multiple value propositions of IQ Bar, such as great taste, high protein content for pre- and post-workout, and high fiber for improved digestion. [00:05:40] Shahid inquires about the inspiration behind starting IQ Bar and asks if Will had any prior experience in the field. [00:06:05] Will shares his passion for brain health and nutrition, influenced by his college studies in psychology and neuroscience. He explains how personal health issues and his interest in the intersection of nutrition and cognition led him to develop IQ Bar. [00:08:00] Shahid asks about the initial steps taken to launch IQ Bar. Will describes reaching out to professionals in the consumer goods and food industry, seeking advice on supply chain setup, manufacturing, gross margins, legal structure, and website platforms. [00:09:00] Will reflects on the challenges he faced during the startup phase, mentioning the importance of food science and product development expertise. He also highlights the significance of raising capital without diluting the company's ownership. [00:10:49] Will mentions the challenges they encountered when expanding into CBS stores, including manufacturing and selling logistics. Despite difficulties, it led to increased sales, subsequent fundraising, and other opportunities for the company.   Pullout quotes:   "We're really the first one to pull in the brain as well as the body." - Will Nitze "Our bars are super low sugar, low carb, they comply with the keto diet." - Will Nitze "We thread a dietary needle across pretty much every diet." - Will Nitze "Our goal is to dominate the brain and body space." - Will Nitze "We wanna be firmly in the food category, not a nutraceutical or medicine." - Will Nitze "We just wanna be the brain healthiest product." - Will Nitze "People wanna snack on good tasting products, even if you just want a snack, it works." - Will Nitze "We're trying to position ourselves as a brain and body nutrition company." - Will Nitze "We have things like omega threes and flavonoids, all these things that are good for your brain." - Will Nitze "We want to own that space eventually." - Will Nitze   Socials:   Website: https://www.eatiqbar.com/ Linkedin: https://www.linkedin.com/in/will-nitze/ Instagram: https://www.instagram.com/eatiqbar/ Facebook: https://www.facebook.com/eatiqbar Twitter: https://twitter.com/eatiqbar   ----more---- Notice to the Super Entrepreneurs community: Unlock the Secrets to Scaling Your Business and Elevating Your Life Are you tired of constantly chasing strategies, feeling stuck, and longing for progress? It's time to break free from the cycle and embark on a transformative journey toward success and fulfillment. I extend a warm invitation to you, the visionary Super Entrepreneurs, to join me for an exclusive webinar. Together, we will delve into the art of scaling your business and improving the quality of your life, without the overwhelming burden of perpetually seeking new strategies. Free Webinar   Disclaimer: Please be aware that the opinions and perspectives conveyed in this podcast are solely those of our guests and do not necessarily represent the views, ideologies, or principles of Super Entrepreneurs Podcast, its associated entities, or any organizations they represent or are affiliated with. We provide a platform for discussion and exploration, and the content of each episode is understood to be independent expressions from our guests, rather than a reflection of the beliefs held by the podcast or its hosts.