OPERATORS

E109: Will Sold 100 Million Protein Bars

Apr 23, 2025

In this discussion with Will Nitze, founder of IQ Bar, listeners learn about his remarkable journey from software to the health food industry. He shares the hurdles of launching a consumable product against a backdrop of rising cocoa prices and fierce competition. Crowdfunding played a pivotal role in his success, illustrated by his innovative fundraising methods. Will also highlights essential strategies for e-commerce growth, building a profitable brand, and navigating the complexities of today's rapidly evolving food and beverage market.

01:36:14

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Episode guests

Will Nitze

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Episode notes

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Quick takeaways

Will Nitze's journey from the software industry to launching IQ Bar highlights the significance of resilience and adaptability in entrepreneurship.

Crowdfunding played a pivotal role in IQ Bar's early success by demonstrating consumer interest, which attracted investors and facilitated growth.

Navigating market dynamics such as shifting consumer trends and ingredient sourcing is essential for maintaining competitiveness and driving long-term success in the CPG industry.

Deep dives

Rapid Growth and Market Penetration

IQ Bar has experienced significant success, doubling its revenue year after year since its launch on Kickstarter. The brand now has a presence in major retailers such as Walmart and Costco and has become a bestseller on Amazon. The company focuses on being an omnichannel brand, with plans to increase retail sales while maintaining a strong online presence, aiming for a revenue split of 55% retail and 45% online. Will emphasizes the importance of diversifying product categories, including bars, hydration, and coffee, to build a comprehensive brain and body nutrition platform.

Intro

4min

From Software to Snacks: The IQ Bar Journey

12min

Precision and Collaboration: The Key to E-Commerce Success

2min

Funding the Food Venture

12min

Navigating the Complexities of CPG Brand Launches

5min

Navigating Market Dynamics in the Food Sector

14min

Leveraging SMS and Trends for Explosive Brand Growth

5min

Navigating Beverage Innovation and Retail Challenges

20min

Transforming Customer Service with AI Innovations

2min

10.

Valuation vs. Reality in Entrepreneurship

3min

11.

Navigating Retail Strategies and Business Growth Dynamics

4min

12.

Scaling Success in Consumer Goods

13min

13.

Economies of Scale in Value-Driven Business

2min

In this episode the Operators interview Will Nitze, the founder of IQ Bar, a rapidly growing nutrition bar company. They discuss Will's journey from the software industry to launching IQ Bar, the challenges of introducing a consumable product, and the impact of market dynamics such as cocoa prices on business operations. The conversation also delves into the current state of the CPG industry, investment trends, and the role of crowdfunding in startup success. Will shares insights on building a profitable business in a competitive landscape and the importance of survival in the ever-evolving food and beverage market.

00:00 Introduction

02:52 The Growth of IQ Bar and Market Strategy

05:50 Challenges in Launching a Consumable Product

09:05 The Impact of Cocoa Prices on Business

11:55 Navigating the E-commerce Landscape

17:52 The Role of Crowdfunding in Startups

21:12 Building a Profitable Business in CPG

24:00 The Future of Food and Beverage Industry

41:14 The Challenges of E-Commerce and Brand Adaptation

45:51 Navigating Supply Chain and Ingredient Sourcing

50:45 Building a Brand: From Kickstarter to Retail Success

55:51 The Importance of Trend Adaptation in Business

01:00:11 The Risks and Rewards of Entering Mass Retail

01:07:52 The Long Game: Strategies for Retail Success

01:12:46 Maintaining a Long-Term Perspective in Business

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Fulfil.io.

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https://www.northbeam.io/

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https://postscript.io/

Richpanel.

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OPERATORS

E109: Will Sold 100 Million Protein Bars

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Rapid Growth and Market Penetration

Navigating Economic Challenges

Harnessing the Power of Crowdfunding

Trends and Market Adaptation

Strategic Retail Expansion

The Future of Consumer Goods

Remember Everything You Learn from Podcasts