Protein Bar Founder Thrives in a Crowded Field

According to Will Nitze, founder and CEO of IQBAR, success in a competitive market requires finding its uncompetitive niches. He did that with his flagship protein bar, which is plant-based, low-sugar, and plainly labeled.

That was seven years ago when he launched the company with a $75,000 Kickstarter campaign.

Fast forward to 2025, and IQBAR also makes IQMIX (hydration) and IQJOE (coffee). All promote brain health without competing against each other.

Will shares his journey in this episode — from his initial capital raise to scaling revenue, adding products, and managing wholesale channels.

For an edited and condensed transcript with embedded audio, see: https://www.practicalecommerce.com/protein-bar-founder-thrives-in-a-crowded-field

For all condensed transcripts with audio, see: https://www.practicalecommerce.com/tag/podcasts

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The mission of Practical Ecommerce is to help online merchants improve their businesses. We do this with expert articles, podcasts, and webinars. We are an independent publishing company founded in 2005 and unaffiliated with any ecommerce platform or provider. https://www.practicalecommerce.com