Our Story as told by our founder, Will Nitze
While studying psychology and neuroscience at Harvard, I became fascinated with the human brain. Then, upon entering the workforce, I began experiencing difficulties with my own brain. Mental fatigue and lack of clarity were daily struggles. In search of a quick-and-easy solution, I turned to sugary snacks and caffeinated drinks, though this just made matters worse - adding sharp energy crashes to my list of cognitive issues.
Desperate for stability, I researched and self-tested every lifestyle alteration I could think of. Improved exercise and sleep failed to move the needle. Amphetamines and “nootropic” pills entailed unacceptable risk of dependency and adverse side effects. Eventually, I discovered and experimented with the grain-free, high-healthy-fat diet promoted by brain nutrition experts like Dr. David Perlmutter and Dr. Mark Hyman. Within weeks of trading bread and pasta for nuts and avocados, I achieved a remarkable rebound in my cognitive performance!
Astonished by the impact diet had on my mental acuity, I vowed to share my experience with millions of others struggling to stay sharp. I decided the best way to accomplish this goal was to create and democratize “brain food” myself. Thus, I set out on a year-long mission to develop all-natural nutrition bars with ingredients shown to support both short-term cognitive function, and long-term brain health. Finally, in October of 2017, IQ Bar was born!
- Will Nitze, Founder