Cutting Through the Noise with Novel Functionality

Will Nitze is the Founder & CEO of IQ BAR, a Boston-based brain and body nutrition company. After studying psychology as an undergrad at Harvard, Will became fascinated with the human brain and how it functions. Then, in his mid-20’s Will experienced chronic failings with his own brain, including daily bouts of brain fog and headaches. The culprit, he eventually learned, was his carb-packed diet. By eliminating high-carb staples from his regimen and consuming healthy fats and anti-inflammatory compounds, he experienced an astounding cognitive recovery. Elation soon gave way to frustration, though, as Will struggled to find ready-to-eat products that matched his new regimen. Thus, he set out to create the first nutrition bar centering on brain and body nutrition. After countless iterations in his kitchen, he launched a successful Kickstarter campaign in late 2017 and launched IQ BAR! Two years later, the product has evolved substantially. Each IQ BAR contains 6 brain nutrients, 10-11g plant protein, <1-1g sugar, and 4g net carbs. IQ BARs are sold across multiple e-commerce platforms and at roughly 7,000 locations across the US!