Overview#
IQBAR is a brain and body nutrition company founded in 2017 by Harvard graduate Will Nitze. Based in Boston, Massachusetts, IQBAR makes plant-based protein bars, hydration mixes (IQMIX), and mushroom coffee (IQJOE) formulated with brain-boosting nutrients like Lion’s Mane, Omega-3s, and MCTs. The company has raised over $10M in funding and achieved 100%+ year-over-year growth for four consecutive years.
Key Facts#
- Founded: 2017
- Founder/CEO: Will Nitze (Harvard BA ‘14)
- Headquarters: 21 Drydock Ave, Boston, MA 02210
- Phone: 617-655-7734
- Email: info@eatiqbar.com
- Website: eatiqbar.com
- UPC Prefix: 850004
- Total Funding: $10.53M (Series B)
- 2024 Revenue: ~$100M+ (nine figures)
- Retail Doors: ~7,500+
Founding Story#
In 2017, Will Nitze was selling software to oil and gas companies when he realized his health was suffering from a high-carb, coffee-filled diet. After dialing in his own nutrition, he couldn’t find ready-to-eat products that matched his new regimen. He began tinkering in his apartment kitchen, creating a protein bar optimized for brain and body nutrition.
He launched with a $75,000 Kickstarter campaign that generated $90K in sales, then raised angel funding. For the first four years, Will was the sole employee.
Product Lines#
IQBAR Protein Bars#
| Feature | Details |
|---|---|
| Format | 45g plant-based bars |
| Protein | 12g per bar |
| Sugar | 1-2g |
| Net Carbs | 2-3g |
| Brain Nutrients | Lion’s Mane, Omega-3, MCTs |
| Dietary | Keto, Vegan, Paleo, Gluten-free |
Flavors: Chocolate Sea Salt, Peanut Butter Chip, Almond Butter Chip, Chocolate Mint Chip, Toasted Coconut Chip, Lemon Blueberry, Banana Nut, Wild Blueberry, Matcha Chai
IQMIX Hydration Mix#
- Zero-sugar electrolyte powder
- Contains Magtein (Magnesium L-Threonate) + Lion’s Mane
- Flavors: Lemon Lime, Blueberry Pomegranate, Peach Mango, Blood Orange
IQJOE Mushroom Coffee#
- Instant coffee with Lion’s Mane + MCT oil
- Jitter-free energy
- Flavors: Caffè Mocha, Vanilla Spice
Brain Nutrients (5 per product)#
- Lion’s Mane - Adaptogenic mushroom for cognitive function
- MCTs - Medium-chain triglycerides for brain fuel
- Omega-3s - Essential fatty acids
- Vitamin E - Antioxidant protection
- Flavonoids - Plant compounds for brain health
Funding History#
| Round | Amount | Notable Investors |
|---|---|---|
| Kickstarter | $90K | Crowdfunding (2017) |
| Angel | Undisclosed | Individual investors |
| Series A | Undisclosed | CircleUp, MassChallenge |
| Series B | $10.53M total | Lotus Bakeries, CircleUp Growth Partners, Sweater, Nutrition Greenhouse |
Growth Trajectory#
| Year | Milestone |
|---|---|
| 2017 | Founded; Kickstarter launch |
| 2018 | Official launch |
| 2022 | Expanded to 1,800 Walmart stores |
| 2022 | Entered 1,000 Kroger stores |
| 2024 | 4th consecutive 100%+ growth year |
| 2025 | Nine-figure revenue ($100M+) |
Retail Presence#
| Channel | Status |
|---|---|
| Official Website | ✅ Primary (eatiqbar.com) |
| Amazon | ✅ Extensive |
| Walmart | ✅ 1,800+ stores |
| Target | ✅ Available |
| Kroger | ✅ 1,000+ stores |
| Sprouts | ✅ Available |
| Wegmans | ✅ Available |
| Sam’s Club | ✅ Available |
| Rite Aid | ✅ Available |
| Jewel-Osco | ✅ Available |
Quality Standards#
- Plant-based, vegan
- Keto-friendly (2-3g net carbs)
- Gluten-free
- Soy-free
- Dairy-free
- No sugar alcohols
- Clean-label ingredients
Data Sources#
- IQBAR Official Website
- Crunchbase - IQ Bar
- PitchBook - IQBAR
- NOSH - IQBAR Walmart Expansion
- Barcode Spider - IQBAR
Generated by DogTag | Last verified: 2025-12-30
Relationships
From this profile →
- → Investor: Lotus Bakeries (external)
- → Investor: CircleUp Growth Partners (external)