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This long-term approach is more useful in the stop-and-go environment of a 12-hour fire shift—or a day spent backpacking, bike touring, rock climbing or any other outdoor activity that alternates between breaks and exertion. Ruby notes that this pattern happens to mimic the daily grind for busy mothers, delivery drivers and baristas.
“We’re not just some hard-core energy bar,” says Anthony Krolczyk, the company’s sales and marketing director. “We’re the weekend warriors. We work hard all day and then we want to have fun.”
Carla Cox, a nutritionist and specialist in sports dietetics at Western Montana Clinic, praises many of Omnibar’s attributes, but isn’t so quick to discount other energy bars on the market. She puts no stock in the sugar–crash theory, and believes the Omnibar offers the same nutritional benefits as other bars containing carbohydrates and protein, regardless of whether the protein source is whey, soy or meat.
To her, Omnibar’s greatest asset is its minimal processing. Cox says that the fewer additives go into a bar, and the less its ingredients are processed, the more phytonutrients—beneficial chemicals from plants—are available to the eater.
“Nutritionally, it’s not so different from other bars,” Cox says. “But it’s good that it’s locally made, and if people think it tastes better, well, that’s fine.”
Cox touches on an important part of the Omnibar strategy: taste. The company has tested its product extensively in an effort to deliver complex, savory flavors and a moist texture that stacks up favorably against competitors. Again, Ruby says, meat offers the company a distinct advantage.
“Meat takes us down a different path as far as flavor,” he says. “It’s the foundation of meal-oriented flavors instead of dessert time, all the time.”
Omnibar is counting on its mix of flavor, fuel for working muscles and locally sourced ingredients to make a mark in the industry. When it comes down to it, Krolczyk says, the strategy isn’t all that complicated.
“Cooper and Brent made a bar [to fit their lifestyle],” he says. “This is for us and for people like us.”