Start with the end in mind!

In the winter of 2002, my wife and I opened our supplement store, nestled snugly under a gym. It was so small, you couldn't even swing a cat in there (not that I endorse cat swinging!), but the memories of those early days of taking the entrepreneurial plunge and starting our own business still bring a smile to my face.

It was during those long and often busy periods that I snacked on protein bars, trying to hit my daily protein goal of 2 grams per kilo of bodyweight to build muscle. But let me tell you, those bars were like chalk, horribly sweet, and full of all kinds of artificial nonsense. The enticing picture on the label promised something way better than reality, and honestly, if it wasn't for the convenience factor of protein on the go, I would have never eaten another one. I remember thinking to myself, how could manufacturers get it so wrong? Almost nothing about the bar was good, including the taste.

Fast forward twenty years, and I would never have guessed that horrible experience would have led us down a journey of trial and error (and there were many, many errors) to create something that we are incredibly proud of: a range of jelly and marshmallow protein bars that are like a grown-up's Turkish Delight, even children eat them and think they're confectionary, yet they are low in sugar, high in protein and fibre, and use natural flavours, colours, and sweeteners.

So, while the initial concept started with how we make protein bars betters, quickly we changed our focus and our way of thinking; we started with the end product in mind. Instead of focusing on the problem and what we didn't want we focus on what we did want. We asked the question with a different mindset;

"What’s the yummiest treat you can eat, and how do we make that healthier?"

And just like that, the Noway bar adventure began.

A lot of people spend too much time focusing on what they DON'T want instead of what they DO want. If you have an idea and want to create something, start with the end product in mind and then get about making that dream a reality. So, after 5 years of research and development our vision has become a reality. Currently they are being sold all over Australia in specialty retailers, gyms and grocery stores, and soon to follow petrol and convenience. So finally, and after a very long journey I feel you can now have your protein bar and eat it too!