IQBAR

IQBAR is a Boston-based 'brain + body' nutrition company that makes plant-protein bars, electrolyte hydration mixes (IQMIX), and adaptogenic mushroom coffee (IQJOE) formulated with brain nutrients like Lion's Mane and Magtein magnesium L-threonate. Founded by Harvard psychology grad Will Nitze, IQBAR pairs low-sugar, vegan, keto-friendly snacks with functional ingredients aimed at sustained mental clarity and energy, sold direct-to-consumer and across 8,000+ retail locations including CVS and Kroger.