Will Nitze: Founder and CEO, IQBAR

Will Nitze joins Jennifer and Risa on the latest episode of CPG Scoop!

Will Nitze is the Founder and CEO of IQBAR, a leading functional nutrition brand dedicated to fueling the mind and body through science-backed, plant-based products. While working a traditional 9-to-5 office job, Will faced persistent mental fatigue and struggled with a lack of focus and energy. He quickly identified his carb-heavy diet as the culprit and shifted to a regimen rich in healthy fats and anti-inflammatory compounds. However, he found it challenging to discover convenient, ready-to-eat options that aligned with his new dietary needs and busy lifestyle. This challenge sparked the idea for IQBAR. Combining his passion for neuroscience with a commitment to accessible, brain-boosting nutrition, Will launched IQBAR in 2018, driven by a mission to help people think clearly, feel energized, and perform at their best.

An entrepreneur and advocate for cognitive well-being, Will channeled his deep understanding of human psychology into creating IQBAR's innovative product lineup. From IQBAR plant protein bars, IQMIX hydration mixes, and IQJOE instant coffees, each product is meticulously crafted to provide sustained cognitive energy, enhance performance, and support overall wellness. Will’s unique blend of scientific expertise and entrepreneurial drive has made him a leading voice in cognitive nutrition. 

A Harvard University graduate with a degree in Psychology and Government, he continues to push boundaries in the functional food space, inspiring a growing community to prioritize both physical and mental wellness.

Our favorite takeaways from this episode with Will:

• The evolution of CPG marketing requires brands to be less generic and more innovative.
• Product development is an ongoing process that should never be considered complete.
• Testing various marketing channels is essential for discovering what works best for your brand.