There are scores of bars launched every week, what makes you think there’s room for another one?
I’ve been eating bars for years and so many of them are just not healthy, especially those aimed at kids. I wanted to create a high-protein energy bar that is made of real food. I’ve launched more than 60 different dietary supplement formulas under the Blood Detective brand, but this is my first venture in the food arena.
What’s in the bar?
Each 55g bar has 12g of protein for sustained energy, 6g of fiber, 22g of healthy carbs, no nuts, no soy, no dairy, no gluten, no trans fats, no artificial colors, flavors or preservatives and 250 calories. I use organic dates, almond butter, cashews, rice protein, goji berries, cocoa, agave nectar, barley grass juice powder, coconut oil, spirulina and chlorella, plus spinach powder, cinnamon, vanilla extract, rice cereals and stevia.
Why Zombies?
The zombie name makes my bar stand out on shelf in a crowded market. But I’m also targeting zombie athletic events and 5k races put on by organizations such as Run for your lives. They are growing all the time. You get 5,000 to 10,000 people taking part in these events now, and there are springing up all over the country.
Where does the Zombie Food Bar fit into the market?
It’s marketed as an energy bar, but it can be a healthy snack, a meal replacement or a sports nutrition product. It’s really popular with athletes, runners and sports people, and kids. They are really struck by the taste and the texture. It’s quite crumbly and like eating a dessert.
When and where was it launched and how successful has it been so far?
I first launched it about four months ago, and I’m really pleased with how things are going so far. The first market has been healthcare practitioners, and I’m also targeting zombie events. But ultimately I want to hit the mass market.
What’s the recommended retail price?
It’s $4.25. I realize that this is not a small amount and I could probably reduce it by 75c if I didn’t use organic ingredients.