December 23, 2025 • 28 mins
RED Episode 320
SHOUTOUTS
Thanks to Alison Bourey who shared her story with us of a struggle turned into triumph. Here is the link to the story of the students and faculty who saved her: irstalert4.com/2025/11/03/parkway-north-teachers-revive-woman-who-collapsed-while-running-high-school-track/.
Thanks to Dawn Broussard who shared: “There are definitely lots of days that I don’t want to get out there so I just say I’ll give it 10 minutes and most of the time it’s enough time to start wanting to move more. Now eating junk is another story. I’m not sure I can ever give up my sweets and snacks.
Springtime Surprise in 2024 was so difficult. I didn’t want to leave the hotel room after I found out my sister had died, but my family didn’t want me to give up on things I enjoy doing and now usually do all my miles with those who can’t in mind.”
If you want a shout out for you or someone else you love on the show, email us at info@runeatdrink.net or call us and leave a message at 941-677-2733
RUN, EAT, AND DRINK with Founder of Atlas, James Oliver
We recently tried Atlas Bars for the first time and these are a clean source of great protein for us as we train. They are also delicious! We love the Salted Peanut Butter the most!
We were lucky enough to sit down with founder of Atlas, James Oliver, and he told us all about starting Atlas, his inspiration, his challenges, and all about the bars themselves.
Try them here:
Find out more about Atlas here:
https://www.facebook.com/atlasbars
https://www.instagram.com/atlasbars
https://www.tiktok.com/@atlasbars
THAT’S A WRAP!
Thank you for listening! Because of your support, we are in our ninth year of the podcast! Don’t forget to follow us and tell us where to find you next on our website, Facebook, Instagram, and X. Also, check out our store on the website and get some swag, thanks to Pure Creative Apparel. Thanks to www.PodcastMusic.com for providing the music for this episode, too!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_01 (01:42):
Dana, we are gonna talk about food.
Yes, we are on this episode.
And we are joined by JamesOliver, founder of Atlas.
Welcome to our show, sir, andthank you for joining us.
SPEAKER_00 (01:57):
Thank you for having me to your show.
I'm very glad to be here.
SPEAKER_01 (02:00):
And we're so excited to talk to you.
We have been enjoying yourproduct for a couple of months
now.
And I can tell you that it is mybar of choice when I'm headed
out for a long run.
So what it's yeah, I can tellyou it's rather tasty.
SPEAKER_00 (02:21):
That is the goal.
You do want to make tasty food.
If you're gonna have a companythat sells food, you definitely
want it to be tasty.
SPEAKER_02 (02:26):
Yes, indeed.
And before we dive into whatexactly Atlas is, can you tell
us a little bit about yourself,who you are, where you're from,
what you're drinking as we'rechatting this evening?
Anything?
SPEAKER_00 (02:36):
Yeah, sure.
So I I grew up in the Bostonarea.
So uh grew up in a family ofseven, which is fairly large for
the Northeast.
I was youngest of four boys, andthen I had a younger sister, so
I was thienup in the lineup,went to school there, and now I
live in New York, so I've beenin the Northeast my entire life.
Always was very into nutrition,was just very curious about
(02:59):
nutrition and was also outdoorsa lot doing athletics.
I did, I was kind of a master ofnone.
I did every single sport likethroughout my childhood from
tennis, sailing, lacrosse,football, baseball, everything.
And then I also spent a ton oftime outdoors because me and my
three brothers were all in theBoy Scouts, and we all actually
(03:19):
became Eagle Scouts.
So we spent a lot of timeoutdoors hiking.
That was where I started mylong-running journey of like
ultras that really actuallystarted when I was in the Boy
Scouts, and I would, because Iwas the youngest of four
brothers, I would always be liketagging along on the hikes that
they were doing.
So they would be like in highschool and I would be like eight
(03:42):
years old doing some hikes thatwere like pretty pretty
challenging for aneight-year-old to do.
And then that kind of plantedthe seed for stuff that I've
done later in life.
But yeah, just a lifetime ofbeing interested in nutrition,
health, wellness, just how thebody moves and how what you put
into it impacts what you're ableto do.
And I'm drinking a spindriftright now.
Oh spindrift?
SPEAKER_02 (04:03):
Yeah.
Sparkling, sparkling beverage.
SPEAKER_00 (04:06):
Yeah, yes, sparkling beverage.
Yes.
SPEAKER_02 (04:08):
I like it.
I have another question.
And and I do too.
That is really gonna leteverybody know what's going on.
I think the using the contextclues of what we've been
talking, we're gonna be talkingabout a protein bar of some
sort.
Tell us a little bit about Atlasitself.
What is it?
And uh then we'll get into thequestions about what inspired
you and what you're trying todo.
SPEAKER_00 (04:30):
Yeah, sure.
So the goal of Atlas was to makeuh convenient a source of
nutrition that was very easy tojust bring around with you and
to have in your daily life.
And specifically, what Atlas wasdesigned to do was to have very
low sugar.
So each bar has uh one gram orless um high protein.
So each bar is 20 grams ofprotein, and it's all clean
(04:52):
ingredients.
And that combination, um, Atlas,to my knowledge, is the despite
the fact that there are hundredsof bars, it's the only one that
doesn't compromise in that youcan get high protein, very low
sugar, and clean ingredients allin one product.
There's some that have uhthere's some that have one, a
couple that have two, but thereare none that have all three of
(05:12):
those things, which is it'salways been surprising to me.
And I think as I've gone throughthis journey, I've realized that
it's because it's reallychallenging to do that.
It's challenging to make aproduct that has a lot of
protein taste good.
And then it's challenging againto do that uh without using a
lot of sweeteners and sugar.
And then if you layer on top,okay, well, now you can only use
(05:35):
clean ingredients, so you'regonna take away basically 90% of
the ingredients that others canuse, it makes it even more
challenging.
That's what we spent years doingis really trying to create a
product that doesn't compromisealong any dimension, and that
makes it easy for people to gothroughout their life and to
have this portable, cleannutrition.
When I tell people, like if I'mdemoing the product in person,
(05:58):
I'll tell people that real foodshould be your first choice.
If you, if it's an option, youshould have real food.
But this is a very good backupoption if for whatever reason
life happens, you're on the go,you don't have the ability to
make real food.
This is made with you could makethis in your kitchen.
It's that simple.
You could get the ingredientsfrom a grocery store and make in
your kitchen.
And that is, I know for a fact,that is not something that you
(06:19):
can say about many products inthis space.
SPEAKER_02 (06:22):
No, it is absolutely not.
As I've been on a quest over thelast year and a half, two years
to to clean up what's going intomy diet.
This was such a refreshingchange of pace to find.
SPEAKER_01 (06:34):
Yeah.
Yeah.
It's so hard to, I would thinkit's so hard to break into a
field like protein bar or so.
So because it's so saturatedthat field.
So how did you get started tobreak into it?
SPEAKER_00 (06:49):
I would say that this is something that I've
really thought about since thefirst week that I started, which
is that just because there's alot of competition in a given
area, it doesn't mean thatthere's a lot of quality
competition in a given area.
Like I could say similar to likepodcasts, like there's a lot of
podcasts out there, but there'snot necessarily a lot of quality
podcasts out there.
(07:10):
And if you really care and ifyou feel that you have a quality
product, whether it's a show ora physical product, and that
you're meeting an unmet need fora specific group, then um
there's no reason why you can'tbe uh successful, especially in
a large market like bars orpodcasts.
That's true.
SPEAKER_02 (07:29):
Absolutely.
SPEAKER_01 (07:29):
That is true.
We target back of the packrunners.
SPEAKER_02 (07:32):
Exactly.
SPEAKER_01 (07:33):
Yeah.
SPEAKER_02 (07:33):
And speaking of, back of the pack runners tend to
have uh I don't want to say morechallenges, different challenges
than your middle of the pack andyour elites.
But uh give us an idea.
What are some of the challengesthat that you faced in bringing
this product to market?
SPEAKER_00 (07:48):
I think the hard part with something like this, I
actually I remember speakingwith somebody who had started a
tech company, a softwarecompany, and they had sold that
company.
So they're a successful techentrepreneur, and then they
decided to start a food company,a beverage company.
And I remember talking to themand they're like, this is so
much harder than a tech company,because from his perspective,
(08:10):
with something like technology,you just you have software and
you need to build out theplatform.
And yes, you need somebody tohelp you grow it.
You need marketing team, salesteam, whatever.
But with something like a foodproduct, you need to build the
supply chain, you need to umcreate the product.
And the product is it'schanging, meaning that once you
(08:31):
make it, it starts to degradeover time, which is very
different than something likesoftware.
Like when you write a line ofcode, it doesn't start like
falling apart over time.
But when you make whether it's alike if you right when you pick
an apple, immediately after youremove the apple from the tree,
it begins basically like dyingover time.
Same is true of any foodproduct.
So there's so many differentpieces that you have to get
(08:53):
right.
You have to get the supply chainright, you have to get the
product right, you have to getthe financing aspect of it so
that you're actually able tosupport a sustainable business.
You have to get the distributionpart of it right.
How are you going to get it topeople in a cost-effective way?
You have to get the marketingpart of it right, the
positioning part of it right.
So there's so many differentaspects, but you're really just
like a conductor of anorchestra, and you're just
(09:13):
trying to conduct all of thesedifferent components so that
they play together well.
And that's the challenging part.
SPEAKER_02 (09:19):
And you don't have immediate control over all of
them.
SPEAKER_00 (09:22):
Yeah, exactly.
SPEAKER_01 (09:24):
It's like training for a marathon in a way, because
there are several differentmoving parts, and you have to
get the speed right and you haveto get the the distance and then
you also have to get thenutrition right.
SPEAKER_02 (09:38):
And the rest and the recovery.
Yeah, and the strength training.
SPEAKER_01 (09:43):
You I feel like there are several different
moving parts, and then you cannever tell on race day when you
cross the finish line, like theweather that you're gonna
encounter.
And it doesn't yeah.
So I but there is nothing likecrossing the finish line when
you get there and that firstmajor success in that first
(10:06):
major race.
And as an entrepreneur, thatfirst major success, can you
talk a little bit about whatyour first major success was and
how that felt for you and oh uhhow it differed from those first
challenges that you faced?
SPEAKER_00 (10:22):
Yeah, it's funny because I I I don't know if I
just didn't appreciate it at thetime, but I really didn't there
was no like single event where Iwas like that what I would
compare to like crossing thefinish line because unlike
unlike a race or a marathon26.2, once you finish that 26.2,
you're done with that race.
There's no unless you step awayfrom the company or you sell it
(10:44):
to somebody, there's nonecessarily finish line because
you just you keep going.
But there were points where Iremember like early on, I had
started the company, and thenthis was about a year and a half
in, and the company had grownfrom like five thousand dollars
a month to 120,000 a monthwithin 10 months.
And I remember being like, wow,that's cool how quickly like
(11:07):
that had grown.
And wow, this is like aseven-figure company now.
But I it still didn't occur tome because it was my first
company.
It still didn't occur to melike, wow, that's not normal.
That's something that you shouldappreciate because that's a
challenging thing to do.
So I think that if there was amoment, it would probably have
been that moment where I steppedback and yeah, a year and a half
in, it had grown so quickly intosomething that was a legitimate
(11:30):
brand.
SPEAKER_01 (11:31):
You're a runner, you do ultras though.
Like you talked about yourhistory, you're into ultras.
SPEAKER_00 (11:38):
Yeah, it's funny because as I mentioned before, I
grew up doing a lot of hiking.
And technically, an ultra isanything that's longer than a
marathon.
So I had done, I think I dumpedsix or seven quote unquote
ultras before I even knew whatan ultra was, because I would do
these hikes that were like 30 upto 40 miles with my brothers or
with with Boy Scouts.
(11:59):
And those things, theytechnically like I've done some
ultra marathons now, and I wasI've done them and I was like,
this is pretty much just likewhat I did growing up.
But a lot of yeah, a lot ofthose types of things really
enjoy doing.
I like going low and slow forlong distances.
That's yeah, I just it puts mein a place like mentally that's
hard to get to with other thingsthat I do.
(12:21):
And I think what I like about itis just you push yourself to a
limit that it's hard.
I've done like CrossFit, I'vedone like heavy weightlifting,
and just nothing compares topushing yourself to the limit
and just seeing just seeing howfar you can go.
And with something like a hikeor an ultra marathon or even a
marathon, what I've always toldmyself is you uh you just need
(12:44):
one more step.
And as long as you can take onemore step, then you can keep
going because you can take onemore step and then another step
and then another step, and youcan just keep stringing steps
together and you can keep keepputting miles together.
And it's yeah, to me, it's muchmore of a mental game at that
point than it is a physicalgame.
SPEAKER_01 (13:01):
And you've probably met some runners that have tried
your product at some of theseevents where you've been.
Is that right?
SPEAKER_00 (13:10):
Yeah, I definitely have.
SPEAKER_01 (13:11):
And what kind of feedback have you gotten?
SPEAKER_00 (13:13):
I've gotten, we actually, so we had a
partnership with do you knowwhat Ragnar's are?
Ragnar running races.
SPEAKER_02 (13:19):
We have a friend who who does them on the regular.
SPEAKER_00 (13:21):
Yeah.
Yeah.
So I've done a couple of thoseand we had a partnership for
about two years with them.
And we were found because thedirector of them had been trying
and using Atlas.
So we were in like all of thegoodie bags for every single
race for a while.
And yeah, people love them.
People love them for the reasonsthat I said that it's it feels
(13:42):
like clean fuel.
Like you one of the things inparticular, I think, that is
really nice about them is thatyou don't feel bad after having
them, which sounds like thatshould be it.
Sounds like that's like thatshould just be the case with all
food, but it's not like thereare a lot of products,
especially in this category thatare bars where you have it and
then you your stomach feels off,or just something feels weird
(14:04):
after like an hour or two.
SPEAKER_02 (14:05):
And especially when you're running.
SPEAKER_00 (14:08):
Yeah, especially if you're running.
Yeah.
Yeah.
And I've had three apps barstoday, and it's what I like
about it is it just feels likevery smooth.
There's no, I just feel goodhaving it, and I can just keep
going.
There's no crash that you haveto then like have coffee to to
get back from.
SPEAKER_02 (14:25):
However, your bars are fantastic with coffee.
Yeah, they're very good withcoffee.
In fact, we're having probablythe world's first Atlas bar and
bourbon pairing tonight.
And by the way, the saltedpeanut with bourbon is
excellent.
SPEAKER_00 (14:39):
I'll have to put that as a recommended pairing.
SPEAKER_02 (14:41):
Exactly.
I tend to gravitate towards likenot the real sweet.
And you mentioned it about someproducts that are out there.
In fact, a lot of products thatare out there.
If you go to the store and youpick up a bar and you look at
the back of it, and you look atthe ingredients, and a lot of
them you can't pronounce theingredients that are in there.
(15:02):
And then when you really breakit down into terms of macros,
it's essentially a Snickers barwith some protein thrown in in
terms of caloric account andamount of carbs that you're
getting.
I love the fact that uh you havetaken the route and I'm looking
here and it's so simple.
Peanut butter, tapioca fiber,vegetable glycerin.
(15:25):
It's super easy.
Whey and milk protein isolate,and the flavoring is sea salt
and monk fruit.
That's it.
That's super easy.
And I just mentioned that thesalted peanut's my favorite.
SPEAKER_01 (15:38):
I that's my favorite too, actually.
SPEAKER_02 (15:40):
What are the what are some of the other flavors
that you have or maybe havecoming?
SPEAKER_00 (15:45):
So peanut butter chocolate chip is that's the
most popular historically.
Salted peanut butter is becominga close second.
We actually just came out withthat uh a couple months ago and
it's grown really quickly.
Peanut butter raspberry is onethat we did a month ago.
That's the one that I've hadthree of those today because I
have um a bunch of boxes ofthem.
That's that's like uh it'ssimilar to the salted peanut
(16:07):
butter, but we use freeze-driedraspberries in there so it it
tastes like a peanut butter injelly.
Wow.
Yeah, it's good.
SPEAKER_02 (16:15):
That sounds really good.
SPEAKER_01 (16:16):
Oh, we need some of that in our lunch, too.
SPEAKER_00 (16:18):
We'll get you some of that.
SPEAKER_01 (16:19):
We need that.
Yeah, they're very good.
SPEAKER_02 (16:21):
We'll have another pairing on the show.
SPEAKER_00 (16:23):
Yay.
And yeah, we have a couple morethat are coming.
We're working on right now.
Dark chocolate almond is anotherone, which is supposed to have
almost like a brown, it's almondbutter with almond pieces in it
with cocoa, and we actuallymelt, we take chocolate liqueur
and then we melt it down so thatit's actually like part of the
(16:44):
part of the dough to have areally like real dark chocolate
flavor.
Um so yeah, I think what youmentioned is actually it's a
very astute point that a lot ofbrands they start with a candy
bar in mind and they're like,okay, how can we make this a
little bit like better of acandy bar?
SPEAKER_02 (17:03):
Greenwashing almost.
Yeah, it's marketing.
SPEAKER_00 (17:07):
Yeah, yeah, like Snickers actually, Snickers had
a they did exactly that wherethey took a Snickers and then
just added some protein to it.
I haven't seen it, so I think itdidn't do well because I saw it
a couple months ago, but Ihaven't seen it since.
But what we do is we startedfrom the other end of the
spectrum, which was like, okay,given if we just want to make
like real food portable, and ifwe want to fortify it with more
(17:29):
protein, but keep all the sugarout, like how do we do that with
as few ingredients as possible?
So you it's funny becauseeverything is called a bar, but
what the number of things thatlike qualify as a bar, it's such
a huge definition.
Like you can have something likea kind bar, which is like nuts
put together and there's achocolate drizzle on it, or you
can have something that's like acandy bar that has a little bit
(17:50):
of protein, or you can havesomething like Atlas, which is
like real food ingredients.
But because they all are arectangle, they all just get
grouped in as like bars.
And I think that's why thecategory is so big because so
many things can fall under thedefinition of a bar because you
can put so many things into arectangle.
SPEAKER_01 (18:06):
That's true.
That's okay.
So you said you had you hadthree today, but there was a
time where you ate only Atlasbars while you were training.
It made me think of there wasthat guy one time that ate only
McDonald's or 30 days.
SPEAKER_02 (18:27):
Morgan Sperlock.
SPEAKER_01 (18:28):
Yes, okay.
So you so was it like that wherebreakfast, lunch, dinner,
whatever it was, you were eatingonly the bars?
SPEAKER_00 (18:37):
Yeah, exactly.
And actually supersized me wasthe inspiration for it.
Okay, yeah, yeah, because I waslike, there it bugs me when
there are companies where youknow that the person who's
leading the company probablywouldn't be comfortable
consuming the products on afrequent basis, yet they're
selling it to other people.
(18:59):
And I remember thinking, like,would the person who's leading
the company like McDonald's orfast food chain, would they be
comfortable consuming McDonald'sthree three meals a day, which
is what Morgan Spurlock did inSuper Size Me, and probably not
because he didn't have the bestbest health consequences from
doing that.
Yeah.
Shocking.
Say it isn't so and so I waslike, what if I did the opposite
(19:22):
and was like the person that isbehind this actually believes in
it and is actually the numberone consumer of it, which is
true.
I think that I've probably hadmore bars at this point than
anybody else.
So I was like, what if I onlyhad bars for a week?
And I was like, that thatwouldn't be too hard to do.
So I was like, okay, how could Imake it harder?
What if I ran a hundred miles ina week and only had bars?
(19:44):
And I was like, yeah, I thinkthat would be a challenge.
So that's what I did.
So I did 100 miles and I did itin about six days.
So I did it one day early.
It was about 17 miles a day, butthey were it wasn't just like
pure 17 a day.
It was bumpy in how I did it.
I think the last day I did 26just to to finish early, and I
(20:04):
had about 80, 80 something barsthroughout and no other food.
I had electrolytes and water,but no other food besides the
bars that I that I had.
Yeah, that was a it was achallenge.
And I think some peopleappreciated that I was willing
to go to those lengths just todemonstrate the belief in the
product.
SPEAKER_01 (20:23):
Yeah, yeah.
And did you take did you haveblood work at the beginning and
at the end, or did you just itwas just the challenge of the
bars and the mileage?
SPEAKER_00 (20:33):
I didn't do any blood work at the beginning or
the ends.
I honestly I hadn't really Ihadn't really delved too deep
into the world of blood work atthat point.
But since then, we actually havewe just did clinical research in
September, or we just wrapped itup in September, which was the
first, I think it's the firstclinical research that's been
(20:54):
done specifically on a bar, butit was looking at the impact of
Atlas on blood sugarspecifically.
And so we ran it, we worked witha group who's one of the Leading
groups in North America thatdoes this type of work.
And it was really cool because Ihad the suspicion that Atlas had
a really low blood sugar impact,which for those who might not be
(21:17):
too familiar, it's reallyimportant for your overall
metabolic health.
If you don't keep your bloodsugar under control, you can end
up with some negativeconsequences over the years.
It's more and more in focus forfolks who are looking to be
proactive about their health.
And we already had somecustomers that I knew were
diabetics and some who wereactually epileptic diabetics.
(21:40):
So they actually had seizures iftheir blood sugar got too high.
So I assumed that Atlas fellinto this category, but we
wanted to be certain.
So we did this clinical studyand it came back, and Atlas
effectively had no impact onblood sugar.
They tested it versus whitebread as the control that they
used to compare against.
(22:01):
And compared to that, Atlas was77% lower compared to that
control, which is really cool tosee.
So if you look at the chart, youcan see what happened to
people's blood when they hadwhite bread, and it was like
this straight up and straightdown.
And for Atlas, it's just likethis tiny little, tiny little
blip, which is really cool tosee.
I'm glad that we invested inthat.
We're gonna we're gonnaincorporate that more into our
(22:22):
messaging moving forward that weactually we just really believe
in the product that we make.
SPEAKER_02 (22:28):
So do you have any plans on expanding into other
products for runners?
Or anything you can reveal?
SPEAKER_00 (22:34):
We're currently working on a couple of other
things right now.
There's three other productsthat are currently in
development, but it's a littletoo early to say which is going
to come out first.
Okay.
But yeah, there's definitely alot of exciting things that that
we're working on, but not at thepoint yet where we can talk too
much about it.
SPEAKER_02 (22:54):
We'll have you back on to do an maybe an
announcement from your testkitchen.
SPEAKER_01 (22:59):
Yeah.
That would be great.
Can you talk about this?
SPEAKER_02 (23:03):
Yeah.
SPEAKER_01 (23:04):
Yeah.
SPEAKER_02 (23:05):
And we're for those that aren't watching the video,
Amy's holding up a bag ofchocolate chips called anti.
A N T I.
SPEAKER_01 (23:14):
Yeah.
SPEAKER_00 (23:14):
Yes.
So for Atlas, we needed a very,as we've talked about, we're
focused on very low, if any,sugar and clean ingredients.
And so we needed a very specifictype of chocolate chip,
basically one that had onlyclean ingredients and one that
had no sugar in it.
And it was very hard, very hardto find it.
(23:37):
So there were chocolate chipsthat have zero sugar, like
Hershey's does have zero sugaroptions.
But again, if you look at theingredients, there's aspartame
and a lot of other things inthere that people probably don't
want to consume too much of.
And then there are other optionswhich are more like natural,
cleaner label, but usually thosehave sugar in it, whether it's
(23:58):
cane sugar or something else.
It's a form of sugar that has abetter perception, but it's
still sugar.
And then there are some that arelike Lily's is an example of a
chocolate company that has nosugar and a better label, but it
still has sugar alcohols andstill things that we just don't
really want to put in theproduct.
So we found a product that fitexactly what we were looking
(24:19):
for.
There's a long story there, butI won't go too deep into it.
And what we realize is thatthese are great for our bars,
but uh we think that peoplewould actually enjoy these as
well.
And so we started to bag themand sell them.
And we launched it just a coupleof weeks weeks ago, and people
have really liked them so far.
We've blown past what I expectedour sales to be.
(24:42):
And the name, yeah, anti is it'sshort for a lot of things like
anti-sugar, anti, a lot, anti, alot of the things that
unfortunately the food landscapehas these days, sugar, processed
ingredients.
And so I'm excited.
It kind of started as a sideproject, but I'm realizing that
it might become might become abit more than that.
So I'm excited to see where itgoes.
SPEAKER_01 (25:03):
Now, where can we get that?
Where can we get Atlas Bars?
Where can we get all of thisgoodness?
SPEAKER_00 (25:11):
All of this goodness can be found either on our site,
which is atlasbars.com, and antiright now is just on Amazon.
And you can get both on Amazon.
A lot of people like it becauseit's just it's very easy just to
add to cart in your two-dayshipping, next day shipping.
SPEAKER_02 (25:28):
We will link to both your website and the product in
Amazon in our show notes so thatpeople can check that out.
But uh we want to thank you forjoining us.
Congratulations on such asuccessful and delicious
product.
We're excited to be tryingthese.
Everybody who listens to us, ourRuncation Nation knows we don't
do product endorsements if wedon't genuinely believe in the
(25:51):
product.
And that this is fantastic.
And I've just so people know,I've been using this to hit my
my uh macro daily goals, andthey're fantastic.
And when you're trying to countgrams of protein, yeah, it's
hard sometimes to hit your goal,especially when you have a goal
like mine, which is 180 grams aday.
(26:12):
That's a lot of protein.
Yeah, yeah.
SPEAKER_00 (26:15):
I remember when I first learned about that and I
started counting, and yeah,similar to you, it's like 180
close to 200 a day, and youstart to add that up, and you're
like, wow, I need to.
It's really hard to passivelyhit that, and you have to really
try every day to hit that.
It's a challenge.
SPEAKER_02 (26:32):
It's impossible to do without some sort of
supplementation, whether it'sbars, shakes, something for me
anyway.
I just I have a real hard timewith it.
But your product is helping mewith that, so I'm very grateful.
So thank you.
SPEAKER_00 (26:45):
Yeah, yeah.
I think you're I think you'renot alone unless you're having a
rotisserie chicken for everymeal.
Really?
It's pretty hard to do.
SPEAKER_02 (26:51):
Yeah, people look at you weird when you do that.
SPEAKER_00 (26:53):
Yeah, yeah.
Thank you for having me on.
I really appreciate it.
Thank you for the bourbon saltedpeanut butter uh pairing idea.
It's a first.
It is excellent.
SPEAKER_01 (27:04):
It's a first.
So, founder of Atlas, JamesOliver, thank you for coming on
the Run, Eat, Drink podcast.
And we hope to accomplish,explore, and indulge with you
really soon.
SPEAKER_00 (27:19):
Thank you, Yen.
Dana, we are gonna talk about food.
Yes, we are on this episode.
And we are joined by JamesOliver, founder of Atlas.
Welcome to our show, sir, andthank you for joining us.
SPEAKER_00 (01:57):
Thank you for having me to your show.
I'm very glad to be here.
SPEAKER_01 (02:00):
And we're so excited to talk to you.
We have been enjoying yourproduct for a couple of months
now.
And I can tell you that it is mybar of choice when I'm headed
out for a long run.
So what it's yeah, I can tellyou it's rather tasty.
SPEAKER_00 (02:21):
That is the goal.
You do want to make tasty food.
If you're gonna have a companythat sells food, you definitely
want it to be tasty.
SPEAKER_02 (02:26):
Yes, indeed.
And before we dive into whatexactly Atlas is, can you tell
us a little bit about yourself,who you are, where you're from,
what you're drinking as we'rechatting this evening?
Anything?
SPEAKER_00 (02:36):
Yeah, sure.
So I I grew up in the Bostonarea.
So uh grew up in a family ofseven, which is fairly large for
the Northeast.
I was youngest of four boys, andthen I had a younger sister, so
I was thienup in the lineup,went to school there, and now I
live in New York, so I've beenin the Northeast my entire life.
Always was very into nutrition,was just very curious about
(02:59):
nutrition and was also outdoorsa lot doing athletics.
I did, I was kind of a master ofnone.
I did every single sport likethroughout my childhood from
tennis, sailing, lacrosse,football, baseball, everything.
And then I also spent a ton oftime outdoors because me and my
three brothers were all in theBoy Scouts, and we all actually
(03:19):
became Eagle Scouts.
So we spent a lot of timeoutdoors hiking.
That was where I started mylong-running journey of like
ultras that really actuallystarted when I was in the Boy
Scouts, and I would, because Iwas the youngest of four
brothers, I would always be liketagging along on the hikes that
they were doing.
So they would be like in highschool and I would be like eight
(03:42):
years old doing some hikes thatwere like pretty pretty
challenging for aneight-year-old to do.
And then that kind of plantedthe seed for stuff that I've
done later in life.
But yeah, just a lifetime ofbeing interested in nutrition,
health, wellness, just how thebody moves and how what you put
into it impacts what you're ableto do.
And I'm drinking a spindriftright now.
Oh spindrift?
SPEAKER_02 (04:03):
Yeah.
Sparkling, sparkling beverage.
SPEAKER_00 (04:06):
Yeah, yes, sparkling beverage.
Yes.
SPEAKER_02 (04:08):
I like it.
I have another question.
And and I do too.
That is really gonna leteverybody know what's going on.
I think the using the contextclues of what we've been
talking, we're gonna be talkingabout a protein bar of some
sort.
Tell us a little bit about Atlasitself.
What is it?
And uh then we'll get into thequestions about what inspired
you and what you're trying todo.
SPEAKER_00 (04:30):
Yeah, sure.
So the goal of Atlas was to makeuh convenient a source of
nutrition that was very easy tojust bring around with you and
to have in your daily life.
And specifically, what Atlas wasdesigned to do was to have very
low sugar.
So each bar has uh one gram orless um high protein.
So each bar is 20 grams ofprotein, and it's all clean
(04:52):
ingredients.
And that combination, um, Atlas,to my knowledge, is the despite
the fact that there are hundredsof bars, it's the only one that
doesn't compromise in that youcan get high protein, very low
sugar, and clean ingredients allin one product.
There's some that have uhthere's some that have one, a
couple that have two, but thereare none that have all three of
(05:12):
those things, which is it'salways been surprising to me.
And I think as I've gone throughthis journey, I've realized that
it's because it's reallychallenging to do that.
It's challenging to make aproduct that has a lot of
protein taste good.
And then it's challenging againto do that uh without using a
lot of sweeteners and sugar.
And then if you layer on top,okay, well, now you can only use
(05:35):
clean ingredients, so you'regonna take away basically 90% of
the ingredients that others canuse, it makes it even more
challenging.
That's what we spent years doingis really trying to create a
product that doesn't compromisealong any dimension, and that
makes it easy for people to gothroughout their life and to
have this portable, cleannutrition.
When I tell people, like if I'mdemoing the product in person,
(05:58):
I'll tell people that real foodshould be your first choice.
If you, if it's an option, youshould have real food.
But this is a very good backupoption if for whatever reason
life happens, you're on the go,you don't have the ability to
make real food.
This is made with you could makethis in your kitchen.
It's that simple.
You could get the ingredientsfrom a grocery store and make in
your kitchen.
And that is, I know for a fact,that is not something that you
(06:19):
can say about many products inthis space.
SPEAKER_02 (06:22):
No, it is absolutely not.
As I've been on a quest over thelast year and a half, two years
to to clean up what's going intomy diet.
This was such a refreshingchange of pace to find.
SPEAKER_01 (06:34):
Yeah.
Yeah.
It's so hard to, I would thinkit's so hard to break into a
field like protein bar or so.
So because it's so saturatedthat field.
So how did you get started tobreak into it?
SPEAKER_00 (06:49):
I would say that this is something that I've
really thought about since thefirst week that I started, which
is that just because there's alot of competition in a given
area, it doesn't mean thatthere's a lot of quality
competition in a given area.
Like I could say similar to likepodcasts, like there's a lot of
podcasts out there, but there'snot necessarily a lot of quality
podcasts out there.
(07:10):
And if you really care and ifyou feel that you have a quality
product, whether it's a show ora physical product, and that
you're meeting an unmet need fora specific group, then um
there's no reason why you can'tbe uh successful, especially in
a large market like bars orpodcasts.
That's true.
SPEAKER_02 (07:29):
Absolutely.
SPEAKER_01 (07:29):
That is true.
We target back of the packrunners.
SPEAKER_02 (07:32):
Exactly.
SPEAKER_01 (07:33):
Yeah.
SPEAKER_02 (07:33):
And speaking of, back of the pack runners tend to
have uh I don't want to say morechallenges, different challenges
than your middle of the pack andyour elites.
But uh give us an idea.
What are some of the challengesthat that you faced in bringing
this product to market?
SPEAKER_00 (07:48):
I think the hard part with something like this, I
actually I remember speakingwith somebody who had started a
tech company, a softwarecompany, and they had sold that
company.
So they're a successful techentrepreneur, and then they
decided to start a food company,a beverage company.
And I remember talking to themand they're like, this is so
much harder than a tech company,because from his perspective,
(08:10):
with something like technology,you just you have software and
you need to build out theplatform.
And yes, you need somebody tohelp you grow it.
You need marketing team, salesteam, whatever.
But with something like a foodproduct, you need to build the
supply chain, you need to umcreate the product.
And the product is it'schanging, meaning that once you
(08:31):
make it, it starts to degradeover time, which is very
different than something likesoftware.
Like when you write a line ofcode, it doesn't start like
falling apart over time.
But when you make whether it's alike if you right when you pick
an apple, immediately after youremove the apple from the tree,
it begins basically like dyingover time.
Same is true of any foodproduct.
So there's so many differentpieces that you have to get
(08:53):
right.
You have to get the supply chainright, you have to get the
product right, you have to getthe financing aspect of it so
that you're actually able tosupport a sustainable business.
You have to get the distributionpart of it right.
How are you going to get it topeople in a cost-effective way?
You have to get the marketingpart of it right, the
positioning part of it right.
So there's so many differentaspects, but you're really just
like a conductor of anorchestra, and you're just
(09:13):
trying to conduct all of thesedifferent components so that
they play together well.
And that's the challenging part.
SPEAKER_02 (09:19):
And you don't have immediate control over all of
them.
SPEAKER_00 (09:22):
Yeah, exactly.
SPEAKER_01 (09:24):
It's like training for a marathon in a way, because
there are several differentmoving parts, and you have to
get the speed right and you haveto get the the distance and then
you also have to get thenutrition right.
SPEAKER_02 (09:38):
And the rest and the recovery.
Yeah, and the strength training.
SPEAKER_01 (09:43):
You I feel like there are several different
moving parts, and then you cannever tell on race day when you
cross the finish line, like theweather that you're gonna
encounter.
And it doesn't yeah.
So I but there is nothing likecrossing the finish line when
you get there and that firstmajor success in that first
(10:06):
major race.
And as an entrepreneur, thatfirst major success, can you
talk a little bit about whatyour first major success was and
how that felt for you and oh uhhow it differed from those first
challenges that you faced?
SPEAKER_00 (10:22):
Yeah, it's funny because I I I don't know if I
just didn't appreciate it at thetime, but I really didn't there
was no like single event where Iwas like that what I would
compare to like crossing thefinish line because unlike
unlike a race or a marathon26.2, once you finish that 26.2,
you're done with that race.
There's no unless you step awayfrom the company or you sell it
(10:44):
to somebody, there's nonecessarily finish line because
you just you keep going.
But there were points where Iremember like early on, I had
started the company, and thenthis was about a year and a half
in, and the company had grownfrom like five thousand dollars
a month to 120,000 a monthwithin 10 months.
And I remember being like, wow,that's cool how quickly like
(11:07):
that had grown.
And wow, this is like aseven-figure company now.
But I it still didn't occur tome because it was my first
company.
It still didn't occur to melike, wow, that's not normal.
That's something that you shouldappreciate because that's a
challenging thing to do.
So I think that if there was amoment, it would probably have
been that moment where I steppedback and yeah, a year and a half
in, it had grown so quickly intosomething that was a legitimate
(11:30):
brand.
SPEAKER_01 (11:31):
You're a runner, you do ultras though.
Like you talked about yourhistory, you're into ultras.
SPEAKER_00 (11:38):
Yeah, it's funny because as I mentioned before, I
grew up doing a lot of hiking.
And technically, an ultra isanything that's longer than a
marathon.
So I had done, I think I dumpedsix or seven quote unquote
ultras before I even knew whatan ultra was, because I would do
these hikes that were like 30 upto 40 miles with my brothers or
with with Boy Scouts.
(11:59):
And those things, theytechnically like I've done some
ultra marathons now, and I wasI've done them and I was like,
this is pretty much just likewhat I did growing up.
But a lot of yeah, a lot ofthose types of things really
enjoy doing.
I like going low and slow forlong distances.
That's yeah, I just it puts mein a place like mentally that's
hard to get to with other thingsthat I do.
(12:21):
And I think what I like about itis just you push yourself to a
limit that it's hard.
I've done like CrossFit, I'vedone like heavy weightlifting,
and just nothing compares topushing yourself to the limit
and just seeing just seeing howfar you can go.
And with something like a hikeor an ultra marathon or even a
marathon, what I've always toldmyself is you uh you just need
(12:44):
one more step.
And as long as you can take onemore step, then you can keep
going because you can take onemore step and then another step
and then another step, and youcan just keep stringing steps
together and you can keep keepputting miles together.
And it's yeah, to me, it's muchmore of a mental game at that
point than it is a physicalgame.
SPEAKER_01 (13:01):
And you've probably met some runners that have tried
your product at some of theseevents where you've been.
Is that right?
SPEAKER_00 (13:10):
Yeah, I definitely have.
SPEAKER_01 (13:11):
And what kind of feedback have you gotten?
SPEAKER_00 (13:13):
I've gotten, we actually, so we had a
partnership with do you knowwhat Ragnar's are?
Ragnar running races.
SPEAKER_02 (13:19):
We have a friend who who does them on the regular.
SPEAKER_00 (13:21):
Yeah.
Yeah.
So I've done a couple of thoseand we had a partnership for
about two years with them.
And we were found because thedirector of them had been trying
and using Atlas.
So we were in like all of thegoodie bags for every single
race for a while.
And yeah, people love them.
People love them for the reasonsthat I said that it's it feels
(13:42):
like clean fuel.
Like you one of the things inparticular, I think, that is
really nice about them is thatyou don't feel bad after having
them, which sounds like thatshould be it.
Sounds like that's like thatshould just be the case with all
food, but it's not like thereare a lot of products,
especially in this category thatare bars where you have it and
then you your stomach feels off,or just something feels weird
(14:04):
after like an hour or two.
SPEAKER_02 (14:05):
And especially when you're running.
SPEAKER_00 (14:08):
Yeah, especially if you're running.
Yeah.
Yeah.
And I've had three apps barstoday, and it's what I like
about it is it just feels likevery smooth.
There's no, I just feel goodhaving it, and I can just keep
going.
There's no crash that you haveto then like have coffee to to
get back from.
SPEAKER_02 (14:25):
However, your bars are fantastic with coffee.
Yeah, they're very good withcoffee.
In fact, we're having probablythe world's first Atlas bar and
bourbon pairing tonight.
And by the way, the saltedpeanut with bourbon is
excellent.
SPEAKER_00 (14:39):
I'll have to put that as a recommended pairing.
SPEAKER_02 (14:41):
Exactly.
I tend to gravitate towards likenot the real sweet.
And you mentioned it about someproducts that are out there.
In fact, a lot of products thatare out there.
If you go to the store and youpick up a bar and you look at
the back of it, and you look atthe ingredients, and a lot of
them you can't pronounce theingredients that are in there.
(15:02):
And then when you really breakit down into terms of macros,
it's essentially a Snickers barwith some protein thrown in in
terms of caloric account andamount of carbs that you're
getting.
I love the fact that uh you havetaken the route and I'm looking
here and it's so simple.
Peanut butter, tapioca fiber,vegetable glycerin.
(15:25):
It's super easy.
Whey and milk protein isolate,and the flavoring is sea salt
and monk fruit.
That's it.
That's super easy.
And I just mentioned that thesalted peanut's my favorite.
SPEAKER_01 (15:38):
I that's my favorite too, actually.
SPEAKER_02 (15:40):
What are the what are some of the other flavors
that you have or maybe havecoming?
SPEAKER_00 (15:45):
So peanut butter chocolate chip is that's the
most popular historically.
Salted peanut butter is becominga close second.
We actually just came out withthat uh a couple months ago and
it's grown really quickly.
Peanut butter raspberry is onethat we did a month ago.
That's the one that I've hadthree of those today because I
have um a bunch of boxes ofthem.
That's that's like uh it'ssimilar to the salted peanut
(16:07):
butter, but we use freeze-driedraspberries in there so it it
tastes like a peanut butter injelly.
Wow.
Yeah, it's good.
SPEAKER_02 (16:15):
That sounds really good.
SPEAKER_01 (16:16):
Oh, we need some of that in our lunch, too.
SPEAKER_00 (16:18):
We'll get you some of that.
SPEAKER_01 (16:19):
We need that.
Yeah, they're very good.
SPEAKER_02 (16:21):
We'll have another pairing on the show.
SPEAKER_00 (16:23):
Yay.
And yeah, we have a couple morethat are coming.
We're working on right now.
Dark chocolate almond is anotherone, which is supposed to have
almost like a brown, it's almondbutter with almond pieces in it
with cocoa, and we actuallymelt, we take chocolate liqueur
and then we melt it down so thatit's actually like part of the
(16:44):
part of the dough to have areally like real dark chocolate
flavor.
Um so yeah, I think what youmentioned is actually it's a
very astute point that a lot ofbrands they start with a candy
bar in mind and they're like,okay, how can we make this a
little bit like better of acandy bar?
SPEAKER_02 (17:03):
Greenwashing almost.
Yeah, it's marketing.
SPEAKER_00 (17:07):
Yeah, yeah, like Snickers actually, Snickers had
a they did exactly that wherethey took a Snickers and then
just added some protein to it.
I haven't seen it, so I think itdidn't do well because I saw it
a couple months ago, but Ihaven't seen it since.
But what we do is we startedfrom the other end of the
spectrum, which was like, okay,given if we just want to make
like real food portable, and ifwe want to fortify it with more
(17:29):
protein, but keep all the sugarout, like how do we do that with
as few ingredients as possible?
So you it's funny becauseeverything is called a bar, but
what the number of things thatlike qualify as a bar, it's such
a huge definition.
Like you can have something likea kind bar, which is like nuts
put together and there's achocolate drizzle on it, or you
can have something that's like acandy bar that has a little bit
(17:50):
of protein, or you can havesomething like Atlas, which is
like real food ingredients.
But because they all are arectangle, they all just get
grouped in as like bars.
And I think that's why thecategory is so big because so
many things can fall under thedefinition of a bar because you
can put so many things into arectangle.
SPEAKER_01 (18:06):
That's true.
That's okay.
So you said you had you hadthree today, but there was a
time where you ate only Atlasbars while you were training.
It made me think of there wasthat guy one time that ate only
McDonald's or 30 days.
SPEAKER_02 (18:27):
Morgan Sperlock.
SPEAKER_01 (18:28):
Yes, okay.
So you so was it like that wherebreakfast, lunch, dinner,
whatever it was, you were eatingonly the bars?
SPEAKER_00 (18:37):
Yeah, exactly.
And actually supersized me wasthe inspiration for it.
Okay, yeah, yeah, because I waslike, there it bugs me when
there are companies where youknow that the person who's
leading the company probablywouldn't be comfortable
consuming the products on afrequent basis, yet they're
selling it to other people.
(18:59):
And I remember thinking, like,would the person who's leading
the company like McDonald's orfast food chain, would they be
comfortable consuming McDonald'sthree three meals a day, which
is what Morgan Spurlock did inSuper Size Me, and probably not
because he didn't have the bestbest health consequences from
doing that.
Yeah.
Shocking.
Say it isn't so and so I waslike, what if I did the opposite
(19:22):
and was like the person that isbehind this actually believes in
it and is actually the numberone consumer of it, which is
true.
I think that I've probably hadmore bars at this point than
anybody else.
So I was like, what if I onlyhad bars for a week?
And I was like, that thatwouldn't be too hard to do.
So I was like, okay, how could Imake it harder?
What if I ran a hundred miles ina week and only had bars?
(19:44):
And I was like, yeah, I thinkthat would be a challenge.
So that's what I did.
So I did 100 miles and I did itin about six days.
So I did it one day early.
It was about 17 miles a day, butthey were it wasn't just like
pure 17 a day.
It was bumpy in how I did it.
I think the last day I did 26just to to finish early, and I
(20:04):
had about 80, 80 something barsthroughout and no other food.
I had electrolytes and water,but no other food besides the
bars that I that I had.
Yeah, that was a it was achallenge.
And I think some peopleappreciated that I was willing
to go to those lengths just todemonstrate the belief in the
product.
SPEAKER_01 (20:23):
Yeah, yeah.
And did you take did you haveblood work at the beginning and
at the end, or did you just itwas just the challenge of the
bars and the mileage?
SPEAKER_00 (20:33):
I didn't do any blood work at the beginning or
the ends.
I honestly I hadn't really Ihadn't really delved too deep
into the world of blood work atthat point.
But since then, we actually havewe just did clinical research in
September, or we just wrapped itup in September, which was the
first, I think it's the firstclinical research that's been
(20:54):
done specifically on a bar, butit was looking at the impact of
Atlas on blood sugarspecifically.
And so we ran it, we worked witha group who's one of the Leading
groups in North America thatdoes this type of work.
And it was really cool because Ihad the suspicion that Atlas had
a really low blood sugar impact,which for those who might not be
(21:17):
too familiar, it's reallyimportant for your overall
metabolic health.
If you don't keep your bloodsugar under control, you can end
up with some negativeconsequences over the years.
It's more and more in focus forfolks who are looking to be
proactive about their health.
And we already had somecustomers that I knew were
diabetics and some who wereactually epileptic diabetics.
(21:40):
So they actually had seizures iftheir blood sugar got too high.
So I assumed that Atlas fellinto this category, but we
wanted to be certain.
So we did this clinical studyand it came back, and Atlas
effectively had no impact onblood sugar.
They tested it versus whitebread as the control that they
used to compare against.
(22:01):
And compared to that, Atlas was77% lower compared to that
control, which is really cool tosee.
So if you look at the chart, youcan see what happened to
people's blood when they hadwhite bread, and it was like
this straight up and straightdown.
And for Atlas, it's just likethis tiny little, tiny little
blip, which is really cool tosee.
I'm glad that we invested inthat.
We're gonna we're gonnaincorporate that more into our
(22:22):
messaging moving forward that weactually we just really believe
in the product that we make.
SPEAKER_02 (22:28):
So do you have any plans on expanding into other
products for runners?
Or anything you can reveal?
SPEAKER_00 (22:34):
We're currently working on a couple of other
things right now.
There's three other productsthat are currently in
development, but it's a littletoo early to say which is going
to come out first.
Okay.
But yeah, there's definitely alot of exciting things that that
we're working on, but not at thepoint yet where we can talk too
much about it.
SPEAKER_02 (22:54):
We'll have you back on to do an maybe an
announcement from your testkitchen.
SPEAKER_01 (22:59):
Yeah.
That would be great.
Can you talk about this?
SPEAKER_02 (23:03):
Yeah.
SPEAKER_01 (23:04):
Yeah.
SPEAKER_02 (23:05):
And we're for those that aren't watching the video,
Amy's holding up a bag ofchocolate chips called anti.
A N T I.
SPEAKER_01 (23:14):
Yeah.
SPEAKER_00 (23:14):
Yes.
So for Atlas, we needed a very,as we've talked about, we're
focused on very low, if any,sugar and clean ingredients.
And so we needed a very specifictype of chocolate chip,
basically one that had onlyclean ingredients and one that
had no sugar in it.
And it was very hard, very hardto find it.
(23:37):
So there were chocolate chipsthat have zero sugar, like
Hershey's does have zero sugaroptions.
But again, if you look at theingredients, there's aspartame
and a lot of other things inthere that people probably don't
want to consume too much of.
And then there are other optionswhich are more like natural,
cleaner label, but usually thosehave sugar in it, whether it's
(23:58):
cane sugar or something else.
It's a form of sugar that has abetter perception, but it's
still sugar.
And then there are some that arelike Lily's is an example of a
chocolate company that has nosugar and a better label, but it
still has sugar alcohols andstill things that we just don't
really want to put in theproduct.
So we found a product that fitexactly what we were looking
(24:19):
for.
There's a long story there, butI won't go too deep into it.
And what we realize is thatthese are great for our bars,
but uh we think that peoplewould actually enjoy these as
well.
And so we started to bag themand sell them.
And we launched it just a coupleof weeks weeks ago, and people
have really liked them so far.
We've blown past what I expectedour sales to be.
(24:42):
And the name, yeah, anti is it'sshort for a lot of things like
anti-sugar, anti, a lot, anti, alot of the things that
unfortunately the food landscapehas these days, sugar, processed
ingredients.
And so I'm excited.
It kind of started as a sideproject, but I'm realizing that
it might become might become abit more than that.
So I'm excited to see where itgoes.
SPEAKER_01 (25:03):
Now, where can we get that?
Where can we get Atlas Bars?
Where can we get all of thisgoodness?
SPEAKER_00 (25:11):
All of this goodness can be found either on our site,
which is atlasbars.com, and antiright now is just on Amazon.
And you can get both on Amazon.
A lot of people like it becauseit's just it's very easy just to
add to cart in your two-dayshipping, next day shipping.
SPEAKER_02 (25:28):
We will link to both your website and the product in
Amazon in our show notes so thatpeople can check that out.
But uh we want to thank you forjoining us.
Congratulations on such asuccessful and delicious
product.
We're excited to be tryingthese.
Everybody who listens to us, ourRuncation Nation knows we don't
do product endorsements if wedon't genuinely believe in the
(25:51):
product.
And that this is fantastic.
And I've just so people know,I've been using this to hit my
my uh macro daily goals, andthey're fantastic.
And when you're trying to countgrams of protein, yeah, it's
hard sometimes to hit your goal,especially when you have a goal
like mine, which is 180 grams aday.
(26:12):
That's a lot of protein.
Yeah, yeah.
SPEAKER_00 (26:15):
I remember when I first learned about that and I
started counting, and yeah,similar to you, it's like 180
close to 200 a day, and youstart to add that up, and you're
like, wow, I need to.
It's really hard to passivelyhit that, and you have to really
try every day to hit that.
It's a challenge.
SPEAKER_02 (26:32):
It's impossible to do without some sort of
supplementation, whether it'sbars, shakes, something for me
anyway.
I just I have a real hard timewith it.
But your product is helping mewith that, so I'm very grateful.
So thank you.
SPEAKER_00 (26:45):
Yeah, yeah.
I think you're I think you'renot alone unless you're having a
rotisserie chicken for everymeal.
Really?
It's pretty hard to do.
SPEAKER_02 (26:51):
Yeah, people look at you weird when you do that.
SPEAKER_00 (26:53):
Yeah, yeah.
Thank you for having me on.
I really appreciate it.
Thank you for the bourbon saltedpeanut butter uh pairing idea.
It's a first.
It is excellent.
SPEAKER_01 (27:04):
It's a first.
So, founder of Atlas, JamesOliver, thank you for coming on
the Run, Eat, Drink podcast.
And we hope to accomplish,explore, and indulge with you
really soon.
SPEAKER_00 (27:19):
Thank you, Yen.
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