Round 2: Catching Up with Will Nitze of IQBAR, 0n The NexxtLevel Podcast

In this Encore episode we are following up with one of our previous guests, Will Nitze, Founder and CEO of IQBar. We last spoke to Will before the pandemic, so our discussion will cover the last few years and what’s been happening at IQBar, the pandemic and how it affected the company, and future ideas for new product categories.

IQBar’s mission is to empower doers with superior brain and body nutrition. IQBAR makes plant protein bars and IQMIX hydration sticks packed with functional compounds. Every IQBAR product is brain and body nutrition, 100% plant-based, with vegan, nutrient-dense ingredients, low carb and zero gluten, dairy, soy, and no GMOS.

The “NexxtLevel Brands Podcast’ is hosted by G. Steven Cleere, Founder and “Chief Pot Stirrer” of NexxtLevel Brands. This show focuses on disruptors and thought-leaders from the Entrepreneurial Food, Beverage, and CPG Industry, but we also share tips from veterans and key suppliers that may help fellow CPG professionals achieve their goals.

Discussion Points

Will’s experience during the pandemic with demand and supply chain issues
Formula changes - Inulin shortage, pea protein
New hydration product line - delivering nutrients with powder packs, retail strategies
Building the IQBar team - keeping it small and lean, evolving with growth
Sales calls and account management - the founder doesn’t always have time
R & D for bars - less skus are better, but some special editions create excitement
Customer feedback - the Costco roadshow garnered 10,000 conversations
Looking at future categories - Will likes “habitual” items relating to things like sleep, coffee, etc.
Fundraising and capital - raising less money more often
Words to Grow by: “Think bigger” - it sounds trite but it’s a good idea to take bigger swings