Our Story

While studying psychology and neuroscience at Harvard, I developed a fascination for the human brain. Then, upon entering the workforce, I experienced difficulties with my own brain. Afternoons were plagued with mental fatigue and lack of focus. Desperate for a quick-and-easy boost, I turned to sugary snacks, though that only made my end-of-day “crashes” worse. Fed up, I researched and self-tested a host of lifestyle alterations. I changed my sleep schedule. I started biking to work. Nothing moved the needle. Finally, I discovered the high-healthy-fat, low-net-carb diet by reading (and re-reading) works by Dr. David Perlmutter, Dr. Mark Hyman, Gary Taubes, and other proponents of the regimen. Within weeks of trading bread and pasta for nuts and avocados, my cognitive energy and performance staged a remarkable rebound! Astonished by the impact food had on my mental acuity, I vowed to share my experience with millions of others struggling to stay sharp. The best way to do this - I decided - was to formulate and democratize “brain fuel” myself. I set off on a year-long journey to create snacks that were both high-fat/low-carb and packed with nutrients shown to promote brain function and health. In October, 2017 IQ BAR was born!