Slick & Thick: Battle Bars, Perseverance & Quality | #86

From MREs to Delicious Protein Bars

When you're overseas in the military, the options for food can be limited. Imagine being stuck with MREs (Meals Ready to Eat) and Cliff Bars day in and day out. This was the reality for the founders of Battle Bars, who experienced this firsthand while serving their country. The idea for Battle Bars was born out of a desire to create a protein bar that was not only nutritious, but also tasted great. The founders wanted something that would remind them of their childhood favorites, like Rice Krispies Treats, but with a healthier twist.

Overcoming Challenges in the Protein Bar Industry

The founders of Battle Bars faced numerous challenges as they set out to create their product. They were constantly pressured by investors and others in the industry to increase the protein content and reduce the sugar, but they remained steadfast in their commitment to using real, organic ingredients. One of the key decisions they made was to keep the protein content at 16 grams per serving, rather than the industry standard of 25 grams or more. They believed that this was the optimal amount for active individuals, without going overboard and potentially causing digestive issues. Another challenge they faced was finding the right balance of flavors and textures. They experimented with various ingredients, including real sugar, to create a product that was both healthy and delicious. The result is a line of protein bars that have become a hit with their customers.

Expanding to New Markets

As Battle Bars has grown, the founders have remained committed to their mission of providing a high-quality, great-tasting protein bar. They have expanded their product line to include a variety of flavors, including s'mores, lemon, and birthday cake. One of their biggest achievements has been securing a deal with 7-Eleven to sell their bars in over 14,000 stores on the East Coast. This is a testament to the quality and popularity of their product, and it has opened up new opportunities for growth.

The Slick & Thick Connection

The founders of Battle Bars have been longtime supporters of the Slick & Thick podcast, and they have even collaborated with the hosts on a special "Slick & Thick" flavor. This partnership has helped to further raise the profile of the Battle Bars brand and connect it with a loyal audience of fitness enthusiasts and health-conscious consumers. Overall, the story of Battle Bars is one of perseverance, innovation, and a commitment to quality. The founders have overcome numerous challenges to create a product that has resonated with their customers, and they continue to push the boundaries of what's possible in the protein bar industry.

By Jasi CHULULU