MAF BioNutritionals, a nutraceutical manufacturer founded by Dr Phil Maffetone, an internationally-recognised expert on nutrition, complementary medicine and human biology, has acquired the Boulder Bar brand for an undisclosed sum, at the same time giving it market access for its own MAF brands.
"This acquisition gives us a swift and cost effective means to bring MAF products into retail distribution," said Bill Coppel, president of MAF Bionutritionals. "We felt that Phil Maffetone's philosophies of nutrition and wellness were in sync with Boulder Bar's. Together we can create superior products for people with a variety of lifestyles and needs, as well as combine marketing resources to expand our product offerings in an established national distribution channel. We have exciting plans to continue to evolve the Boulder Bar line, further enhancing the functionality and quality of ingredients, including several new products."
Boulder Bar, manufactured by San Diego-based Boulder Bar Endurance, is a leading brand of nutrition/athletic food bars and is founded on the philosophy of pure, whole food products for athletes and people looking for meal supplementation and/or replacement.
The company's co-founder, Eric Zapf, said: "We are excited about the ability to partner with a company that shares the same philosophy from a purity standpoint, and also backs it with significant scientific research to support ongoing brand development and expansion." . Zapf will continue to stay involved in product development, while his wife and business partner Lorie will be active in marketing.
MAF also recently retained the services Sunrise Brand Management Specialists to handle national sales and marketing activities for its range of all natural, organic nutraceuticals, two all-natural whole food nutrition bars and an all-natural protein shake.