PowerBar

PowerBar is an American brand of energy bars and other related products including sports drinks, gels, and the Pria bars targeted at women.

PowerBar
TypeSubsidiary
IndustryFood processing
Founded1986
FounderBrian Maxwell, Jennifer Biddulph
Headquarters
Glendale, California
,
United States
Area served
North America, Europe
ProductsSports nutrition
RevenueUS$175 million (estimated, 2013)
OwnerPost Holdings
Websitewww.powerbar.com
Photo of Bay Area (2005), with PowerBar sign just recognizable, at top of high rise in downtown Berkeley (center left)

History

The PowerBar company was founded by Brian Maxwell, a Canadian athlete and entrepreneur, along with Jennifer Biddulph and Mike McCollum. They started in Maxwell's kitchen, where they formulated the recipe using the knowledge of Jennifer Biddulph, a nutritionist. The two would eventually marry. They used $55,000 in cash to launch the company in 1986 in Berkeley, California. This was the first "energy bar" for use during competition by endurance athletes, such as ultra marathoners, and cyclists.[1] They eventually acquired a headquarters building in downtown Berkeley.

The company eventually reached $150 million in sales before being purchased by Nestlé in 2000 for $375 million.[1] In February 2007, PowerBar moved its headquarters from Berkeley, California to the Nestlé headquarters in Glendale, California. With the move came the hiring of an entirely new marketing team.

On February 3, 2014, Post Holdings announced it had reached an agreement to acquire PowerBar, Musashi and related worldwide assets from Nestlé.[2] After the transfer to Post, PowerBar discontinued the manufacture of the Performance bar, PowerGel, Energy Blast and Perform Powder lines in North America. In 2019, the PowerBar Energize bar, PowerGel Original, PowerGel Hydro, PowerGel Shots (same as Energy Blasts), IsoActive, and RecoveryMax were re-introduced in the US Market. https://sport.powerbar.com

See also

References
  1. Raising the Power Bar: The Brian Maxwell story, Running Magazine, Dan Hill, September 21, 2010. Retrieved November 10, 2017.
  2. "Post acquires PowerBar, Musashi brands from Nestlé". Drug Store News. February 3, 2014. Retrieved February 4, 2014.


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