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While studying psychology and neuroscience as a Harvard undergrad, I became fascinated with the human brain and how it functions.

After graduating and settling into long workdays selling and marketing software, I experienced failings with my own brain. Mental fatigue and headaches became daily struggles.

Eventually, I identified my carb-packed diet as the culprit. By eliminating high-carb staples from my regimen and consuming vastly more fats and anti-inflammatory compounds, I experienced an astounding recovery in my mental energy and clarity.

Elation soon gave way to frustration as I struggled to find ready-to-eat options that fit my new diet and my hectic lifestyle. The fact that no food product centering on brain and body nutrition existed astounded me.

After hearing similar frustrations from others on a low-carb regimen, I thought:

“Why don’t I create that product?”

Before long, I was spending nights and weekends researching esoteric nutrients and “prototyping” in my apartment kitchen.

After countless iterations over the course of a year, I launched a Kickstarter campaign in late 2017 and the first version of IQBAR was born.