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How do you know what’s actually in your protein bar? Could sweet potato be the secret ingredient that changes the game?

I had a conversation with Tony and Lori, the husband-and-wife team behind Muscle Up Bars, the protein bars born from a dream and built for real performance. We talk about what sets their bars apart in a crowded market: a clean ingredient list, balanced macros, and the power of simplicity. 

Whether you’re a CrossFitter, busy parent, or just someone trying to fuel smarter, this will help you understand what to look for in your supplements and why quality matters.

Today, you’ll learn all about:

2:29 – Dreaming the first recipe
5:00 – Why sweet potato is the star
9:11 – Breaking down the sugar-to-protein ratio
13:16 – Why texture makes it taste real
20:32 – Disrupting the market with simplicity
23:02 – When and how people use the bars
26:28 – Scaling up without selling out
39:15 – Handwritten notes and customer love
49:32 – Outro

Episode resources:

• Website: muscleupbars.com
• Instagram: @muscleupbars 
  
  

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