In late 2019, life changed for me. I was traveling constantly for work, and my wife Dana and I had just welcomed our second child. Suddenly, nutrition had to be figured out on the go.

I thought the solution would be simple: stock up on bars from Whole Foods, throw them in my backpack, and survive. But I quickly realized a problem; every bar out there was built around one narrow idea: just protein, or just low carb, or just energy. None of them came close to the balance of a real, healthy meal.

That’s when a thought hit me: what if I could create a bar that actually functioned like a complete meal?

It wasn’t simple. The idea was ambitious, and I was told to consult a food scientist. The food scientist pointed me to a functional nutritionist who could help us define the exact macros and micros we needed. That’s when Emily Brown came into the picture, and together we began mapping out what “a meal in a bar” could actually look like.

After years of testing, reformulating, and almost giving up more than once, a breakthrough phone call with a PhD finally unlocked the missing piece in our micronutrient design. With that, we had our formula.

In May 2025, after years of work, ABC 360 Complete Meal Bars finally became real. The response was immediate, people told us this was the bar they had always been hoping for: clean ingredients, real nutrition, and the completeness of a balanced meal in something you could take anywhere.

And that’s been our mission ever since: to make it possible for people everywhere to eat complete, live fully, and never compromise on nutrition, even on the go.