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PowerBar is one of the anchor brands of the sports nutrition market. The company started in the 1980s by distance runner Brian Maxwell and nutritionist Jennifer Bidulph. Their goal was to create a bar that would prevent elite athletes from “hitting the wall” during endurance events like marathons by supplying plenty of carbohydrates and other nutrients. Since then, the variety – and protein content – of PowerBars has expanded. There’s now a wide choice of PowerBars for every activity – from snack bites for kids after soccer practice, to protein-loaded whey bars aimed at body builders. Fun fact: PowerBar’s logo colors are the same as those of UC Berkeley, Maxwell’s alma mater.
