Announcing Our Investment in IQBAR: Why We are Investing in Brain Health | CircleUp
Summary
CircleUp Growth Partners is excited to announce its investment in IQBAR, a nutrition bar brand focused on brain health and function, as well as key dietary trends important to todays consumer. After years of eating sugary, carb-filled snacks that led to physical and emotional highs and lows, Will Nitze looked to create a bar that fit his diet and could fuel his non-stop lifestyle. In addition to hitting on several important physical health trends (keto, gluten free, no sugar alcohols), the bars also have six brain nutrients including lions mane (concentration) and MCTs (mental energy). The company will soon be launching products in hydration and wellness, all designed to support brain + body.As data-driven investors, we look to quantifiable performance rather than personal preference. IQBAR beats the incumbents on the key purchase criteria for the bar set (namely taste, nutritionals, texture, ingredient profile and value), and hooks people into the brand using the additive benefits of Brain Health.Category dynamics are shifting and IQbar is capitalizing on it.While we are advocates of an omnichannel approach for consumer brands, there is no doubt that the offline nutrition bar set is challenged.