IQBAR

IQBAR makes plant-based protein bars built around 5 functional nutrients shown to support brain and body health.

IQBAR was founded in 2017 by Harvard-trained neuroscience and psychology grad Will Nitze, after his own struggle with brain fog and low energy led him to search for ready-to-eat food that actually supported cognitive function. Unable to find anything that fit, he built IQBAR around 5 functional brain nutrients — magnesium, Lion's Mane, MCTs, flavonoids, and vitamin E — in a clean-label, plant-based protein bar.  The brand's mission, "empower doers through superior brain + body nutrition," has since expanded into IQMIX hydration sticks and IQJOE instant coffee, all built around the same clean, functional-nutrient philosophy.