Breaking into a Competitive Market: The Success Story of IQBAR
Will Nitze, the founder and CEO of IQBAR, believes that success in a competitive market lies in finding uncompetitive niches. This philosophy has been the driving force behind IQBAR’s journey to success, starting with the launch of their flagship protein bar seven years ago. With a plant-based, low-sugar, and plainly labeled product, Will managed to carve out a space in the market that was both unique and in-demand.
Today, in 2025, IQBAR has expanded its product line to include IQMIX for hydration and IQJOE for coffee, all with a focus on promoting brain health without overlapping with each other. This strategic approach has allowed the brand to grow and thrive in a crowded market.
A Conversation with Will Nitze
Recently, I had the opportunity to sit down with Will to discuss his entrepreneurial journey, from the initial Kickstarter campaign that kickstarted IQBAR to scaling revenue, adding new products, and managing wholesale channels. The full audio of our conversation can be found below, with the transcript edited for clarity and length.
Will Nitze’s Insights on Success
Eric Bandholz: Can you tell us a bit about yourself?
Will Nitze: As the founder and CEO of IQBAR, I oversee our range of nutritional products, including bars, hydration mixes, and instant coffee. With a focus on brain and body nutrition, we have managed to grow our revenue significantly over the past seven years. Our emphasis on plant protein, low sugar, and clean labels has set us apart in the market.
Bandholz: How do you differentiate yourself in a competitive market?
Nitze: By focusing on uncompetitive niches within the broader market landscape, we have managed to stand out. Our initial foray into plant protein and clean labels was a result of personal passion and customer feedback. This approach has allowed us to expand our product line without diluting our core offering. We have stayed true to our mission of providing brain-boosting nutrition in convenient, ready-to-eat form.
Bandholz: Managing a lean team while scaling can be a challenge. How do you approach this?
Nitze: Recognizing my weaknesses and leveraging external agencies for specialized tasks has been key to our success. By keeping a close connection with our team and partners, we have managed to streamline operations and maintain a lean structure. Our focus on performance-based partnerships has incentivized our agencies to deliver results in line with our goals.
Bandholz: How did you develop your wholesale strategy?
Nitze: Our omnichannel approach has been instrumental in our wholesale growth. By leveraging digital-first strategies to build credibility, we have been able to attract retail partners and brokers. Working with retailers who prioritize quick payments has been crucial, along with raising funds to support inventory and scaling efforts.
Bandholz: Finding the right manufacturer can be a challenge. How did you navigate this process?
Nitze: It was a learning process, but finding the right co-packer that could handle our volume was essential. Quality control disruptions were inevitable during the transition, but once we found the right partner, our growth trajectory changed significantly. Having a reliable co-packer has been critical to our success.
Connect with Will Nitze
If you’d like to learn more about IQBAR and connect with Will Nitze, you can visit their website at EatIQBar.com or reach out to him on LinkedIn.