Don't sell the healthy thing.
Sell to the label reader.
Forza Bar is a protein + ceremonial cacao snack bar built for the performance-and-wellness consumer who flips the package and checks sugar content before buying — not the shopper competing on candy-aisle price.
Recent press coverage for Forza Bar.
White space at the intersection of performance nutrition and mindful wellness.
Target consumer: wellness adults 25–45, spiritual-wellness minded, performance-focused. The bar itself is protein + ceremonial cacao; the doctor-backed, sugar-education framing is the marketing hook that earns it shelf space against candy-aisle competitors.
"I wouldn't worry about the competition that has sugar — that's competing with a Snickers bar. We want the mom who reads the label."
Cost to make: ~$1.35/unit. Premium pricing is deliberate — underpricing a premium-positioned product signals low quality, not value. A founder who called her own product "sophisticated" undercut that story by pricing it at $2.99.
Doctor partner ("Dr. John") is the on-camera talent. Content strategy favors low-production, authentic founder video over polished studio content — "be yourself, suits are gone."
Brand name note: "Forza" alone hit a trademark refusal — the brand registers and should always be referenced as the two-word mark "Forza Bar."
Democratized social selling over the old broker model.
Ship pallets to a single retail distribution center; the retailer redistributes per store — landing in 100 stores without shipping to 100 stores individually.
Traditional broker relationships run ~$10K/month plus travel and trade shows, scaling toward $50K/month as more reps are added. Social selling routes around that cost structure entirely.
Formulation to shelf — the full 8-pillar platform.
Exit targets per the fund's thesis: Kellogg's, Mondelēz, Mars/Kind. Valuation target $30M–$100M, contingent on distribution proof and the LatAm cacao-sourcing story.
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Forza Bar is one of six brands inside CPG Life Fund I. See the full investment thesis and portfolio.
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