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When I had the chance to chat with Chris Manderino, the mastermind behind LyfeFuel, I couldn't resist the opportunity to dive deep into the world of his Essential Nutrition Bar. With a twinkle in his eye and a passion for healthy living, Chris eagerly shared the secrets behind his game-changing snack.
(Spoiler alert: it's not just about the taste, but the way it makes you feel!)
But first…
Who is Chris Manderino?
Chris Manderino is not your average health entrepreneur. Before diving into the world of nutrition, Chris was a powerhouse on the football field, forging his way through the NFL as a fullback and even taking his talents overseas to play in Italy. When he was in Italy, the slow food movement made a lasting impact on him.
When he finally hung up his cleats, Chris refused to sit on the sidelines. Instead, he channeled his passion for peak performance into creating LyfeFuel, a holistic nutrition and wellness company that's raising the bar (pun intended) in the industry.
I think you’ll realize that as you read this interview.
So, let’s get started.
Tejesh: Chris, let's get started. Once you created the Essentials Shake — an all-in-one protein, greens, and superfoods shake — why did you want to jump into protein bars?
Good question. We decided to add bars to our product portfolio for a few different reasons.
One of them was the portability of a bar versus a powder.
A lot of people are living on-the-go busy lifestyles, and I’m one of them. So, the ability to have a dense snack on the go that requires basically zero prep was an important way to continue to push forward our objective of putting nutrition back into food.
Plus the essentials bar also served as the first showcase for what we're trying to do across the entire product line — which is using real foods exclusively to deliver essential vitamins and minerals instead of synthetic vitamins.
Our commitment to using organic, real food vitamins & minerals to deliver functional levels of essential nutrients set us apart from 99.9% of companies in the nutrition industry who still rely on synthetic vitamins.
The problem is that synthetic vitamins are chemically constructed in a lab to mimic truly natural ingredients but are less effective and potentially more harmful than what real foods provide. They often contain chemical excipients and solvents and, what might come as shocking to most consumers, are derived from coal tar, petroleum, and acetylene gas… the furthest thing from what any health conscious consumer would deem as “healthy” and “natural”.
Tejesh: Okay, so was it because you found yourself traveling a lot and thinking “I can't make the shake everywhere I go?”
Yeah… when we first started working on the bars, my wife Dani and I had embarked on what we didn’t realize would become a 3-year adventure that would take us around the world (literally) and even “stuck” in New Zealand during the pandemic.
We had our wedding down in Brazil in June of 2019. After that, we lived the digital nomad lifestyle, hopping from one country to the next letting cheap airfare and affordable AirBnBs guide our travels. The eventual goal was reaching Bali for our honeymoon.
Whenever we were traveling, it was very difficult, especially at airports to find anything remotely healthy and nutritious.
Oftentimes, Dani would be buying different bars and snacks, and there were always things in those bars that just didn't align with our picky criteria for healthy ingredients.
So, I would end up eating two or three bars just to curb hunger and that became expensive and also I would over consume specific macronutrients and way too much sugar. My body was craving probably something more which, I think, was micronutrients and fiber.
As a blend of those two objectives, thinking about how we could extend the product line with it within this concept of essential nutrition, but also serving a personal need for us, as we were traveling the globe and needed quick convenient fuel sources on the go.
Tejesh: So what was the first bar like? Let's say from the point you decided, “I want to create a protein bar that’s better than everything else in the market.”
We had a unique opportunity to try bars not just in the United States but really around the world.
So, we started by going to different retailers, different countries, assess what was on the shelf and buy some of the “cleaner” bars we could find.
We’d visit the Whole Foods-esque retailers, small organic grocers and local markets where we would typically find more unique options than what you would find at the major grocery store chains, which are mostly just candy bars in disguise.
The benefit of this was the discovery of unique ingredients that were more common overseas, but relatively unknown in the US.
A major point of motivation was trying to think about how we could do more than create just a protein bar. For the same reasons we never set out to create basic protein shakes (a complete waste of time and money IMO), just creating a protein bar seemed too basic.
It's just too simple and fails to consider the essential nutrients that most people need more of, like vitamins, minerals, fiber, and phytonutrients.
Honestly, for the consumer, it's a waste of money to just focus on isolated nutrients. But, that's where most supplement companies focus. They put one thing in a bottle and mark it up 10x. But the whole concept is completely unnatural.
Think about it… nothing in nature is produced in an isolated form. The nutrients in foods are blended together in a specific way and work best in that format. For an isolated nutrient to work properly in the body, it needs all the other parts that are naturally present in the food too.
At LyfeFuel, we’re really focused on holistic nutrition and keeping the nutrient synergy of plant-based whole foods intact to replicate what you would typically expect in a complete nutrient-dense meal, only putting that into a convenient fuel source that you can use on the go.
Tejesh: The essentials bar only has 12 grams of protein, whereas a lot of bars on the market have 18 to 20 grams. So how did you choose 12 grams? And what was you thinking behind how much protein to have in this bar?
Yeah, so with plant-based bars and using only real food ingredients, it's really challenging to get the same amount of protein as the whey protein isolate and soy protein bars.
Those are some of the constraints. A lot of the plant-based ingredients to begin with are just lower in total amount of protein — we’re using a lot of nuts and seeds which have a lower protein percentage by volume, and then there's formulation constraints.
So if all you did was focus on the protein specifically and trying to get 20 or 25 grams of protein, it becomes like a big brick. So you need other ingredients to make it more malleable and palatable.
Those are all things I learned for the first time as we were going through the process of formulating the bar. We wanted it to be at or above 12 grams. I mean, we were really pushing for 15 grams or more but we ended up settling at 12 grams because of some of those constraints.
The other challenge with adding a lot of protein is you end up having to make a really big bar which costs a lot more money and then prices you out of the market — out of what people are willing to pay for a bar.
And so you've seen the space evolve. A lot of the bigger bar companies have actually downsized to mini bars and these little snackable bites on the go which are even less from a protein standpoint.
So, we felt that 12 grams was enough to be a nice snack on-the-go or something very complementary to our shakes. So, if you were to combine a shake in a bar, as I often do (I call this the LyfeFuel Happy Meal) you get 30 grams of protein between those two products.
We felt like 12 grams was enough for the first recipe. We would love to add more protein but there were formulation constraints around and challenges around doing that with using exclusively whole food ingredients, but it’s something that we plan to continue exploring to see if there is a way to add a few more grams of protein to the bars without compromising on flavor or function.
Tejesh: As I'm talking to you, I'm realizing that all the questions I have are somewhat interconnected. Because I want to talk about the formulation, but how much protein you use is connected to which source you're using. As if it's a whey protein you can use a lot more versus a plant protein.
Yeah, and there's probably things that we could look at going forward.
We could probably take a closer look at the almond protein that we're using. So if you look at almond protein, typically it's only 60% protein by volume, but it's also got some nice fats and different things that makes it more workable from a protein standpoint versus a whey protein isolate which can be 90% protein by volume.
So there's a big gap between those two protein sources.
And then you have pea protein. So, with pea protein you can usually get at a pretty concentrated amount. 80% protein by volume is what we're using now but there are some new options hitting the market that are worth exploring.
Recent innovations using isolated protein sources can yield around 90% protein by volume which would force another maybe one or two grams protein into the product.
However, it goes back to the macronutrient profile and the carbs-to-fat-to-protein ratio that results in not just what we want to achieve on the nutrition label, but also the texture and taste. It’s tricky to balance both, taking into consideration the solubility and malleability of some of these different options and how to put it all together in a recipe without adding any of the nasty ingredients that are so common in most bars on the market.
It’s something we'll certainly revisit in a later round of formulation improvements or when we extend the product line by adding some additional flavors to the mix.
Tejesh: I mean, yeah, because you've already spent a lot of time creating this bar.
Yeah, we went through multiple rounds of formulation.
Tejesh: Okay, let's start with that. Let's talk about each of these rounds of formulation and what you initially started with and what you ended up with.
Yes, it started with Dani and I, but mostly Dani, whose background as a culinary nutritionist and knowing how to combine different flavor profiles and ingredients helped her create some amazing recipes.
She had the unique opportunity to work in the kitchen at Moksa in Ubud (Bali) where she learned a ton from Chef Made Runatha about balancing and combining flavors when exclusively working with plant-based ingredients. She started applying what she learned to coming up with unique recipes that we’d take with us on our long hikes and daily adventures.
So we really started with our own kind of test kitchen at home.
Dani would make a lot of bites or superfood balls with just raw superfoods and different ingredients that we would buy at the grocery market. And then we thought, “this is pretty much the same as if we would do a bar. It's just in a different shape.” So we started exploring with that and then they tasted amazing.
So we're like, “okay, we have to find a way to integrate this into our product line.”
And that's when we reached out to a contract manufacturer — who is really a specialist in the protein bar market — and went to them with our list of requirements, some of our self-created recipes, and what we were looking for in a bar.
They used the initial recipe that we created as a starting point and provided some suggestions about what ingredients we may want to consider to achieve our desired outcome. As part of the development process, we sourced some unique ingredients that we had discovered while traveling that they weren't aware of and didn't already source. So those were special requirements we wanted to make clear when moving forward with manufacturing. We wanted the ability to make a bar that was uniquely our own and not just an off-the-shelf white labeled option… which so many bars are. It was crazy to discover how unoriginal the protein bar space is… lots of “me too” copycat products out there, and that’s because the easier and more affordable path to market is to start with a white labeled product and just slap your own marketing and label on it.
When we were in New Zealand and Australia, we noticed that a lot of bars had sustainable packaging, which was important to us as well. What we discovered is that depending on the machinery that the bar manufacturers are using certain packaging can be a little bit tricky. We were really pushing for compostable packaging but ran into some roadblocks with the machinery currently being used by our manufacturer, so we shelved that option to reconsider at a later date.
Zero wasted packaging is still an important goal on our roadmap and we’re always trying to find ways to be more sustainable in the packaging while offering the same barrier protection as conventional options because you still need that moisture and light protection to keep the bars fresh.
Tejesh: So you're talking about packaging, that's biodegradable, but still can keep the moisture and bad stuff out.
Yeah, exactly. Because we have MCT oil in the bars and if exposed to so much oxygen or light it can oxidize and create challenges, so the protective qualities of packaging are really important.
Tejesh: So what was the first initial bar like?
So the first bar it’s tough to remember exactly but I think the taste wasn't really that good. Dani and I didn't love it. We had two other people on our team that were actually pretty happy with the first prototype, but it wasn't up to our standards for both taste and overall quality.
It was also a bit hard, which is a common problem. I think at the time, RX Bars was one of the top selling bars on the market and what we had found is if you get them fresh they were amazing, but oftentimes, when you get them sitting on the retail shelf, they're like a solid brick, making them really tough to chew and hurt your jaw.
Tejesh: By fresh, you mean within a few hours or days?
I don’t know. Yeah, probably a few weeks or even a month or two. Because their distribution was so massive, you just don't know if you're ever really getting a fresh bar. You kind of have to be lucky and just time it right.
That was something that we wanted to avoid and we also didn't want to bar that the first ingredient was dates. There were so many date-based bars on the market and we found them to be way too sweet, oftentimes too chewy and other things.
And yeah, they would stick in your teeth. There were the Bulletproof collagen bars that had a really big problem sticking in your teeth.
We really did a deep evaluation.
There's too much oil in some of those bars which turns into a complete mess, especially during the warmer summer months. The last thing you want when buying something for convenience is having to find the nearest restroom or find some napkins or wet naps to clean up the mess of an oily, melted bar.
We wanted the right combination of softness that when it was fresh it felt like it's fresh out the kitchen essentially and we didn't want any of the bad stuff in them. It was really during our time “stuck” in New Zealand that we spent the bulk of our time perfecting the formulation.
Tejesh: This was back in 2020 during covid?
Yes. We were lucky to get stuck in New Zealand during covid.
That's really when we were full steam ahead with the development process. We had discovered a couple bars in New Zealand that were using essential oils like lemon oils and orange oils to flavor their bars.
So that's something that we integrated into the lemon ginger bar.
When we signed on with our manufacturer, they offered three rounds of development. Each time we would get the bars shipped to us it would take several weeks…due to the long distance and shipping delays due to Covid. The first round of bars were too hard and not flavorful enough. The second round, for the fudgy brownie bars, we wanted chocolate chips in them. But by the time they reached us, the bars were completely melted and very oily. It was a complete chocolate mess.
Most chocolate chips with a higher melt point contain seed oils and other undesirable ingredients. We were struggling to find a supplier of clean chocolate chips that met our criteria and that’s when we stumbled upon the perfect solution.
We found these slightly sweetened cacao nibs at an organic grocer in New Zealand. I bought a sack of them and mistakenly left them in the car during a hot summer day. After spending all day at the beach and seeing the bag there basking in the sun, I was amazed that they didn’t melt! That gave us the idea to use the sweetened cacao nibs instead of chocolate chips.
One because they didn't contain all the other crap that most chocolate chips contain to make them shelf stable and…
Two they wouldn't melt.
So, that really helped us overcome that challenge in the bar and accomplish a cleaner bar all around, which also resulted in a much less messy bar, especially when shipping during the warmer summer months.
Tejesh: So in the first round it was basically a date based bar?
It wasn’t. We didn't want a date bar.
It was still kind of this combination of almond butter and different ingredients, but I think it was too hard the first time that we received it and not moist enough. The second time it was probably too oily and melted and then the third time we hit the Goldilocks zone and got it just right.
Tejesh: What ingredients did you change to get it to your liking, or was it just the ratio of ingredients that needed tweaking?
After we settled on the ingredients that we wanted and the nutrition profile that we were aiming for, it was mostly just playing around with the ratio of ingredients.
We opted for tapioca fiber instead of rice syrup or other liquid sweetener because we didn't want any straight sugar source that would prove problematic for keeping blood sugar under control. A lot of bars will use maybe maple syrup, agave, honey, isomalto-oligosaccharides or something similar, all of which resulted in too much sugar and a likely blood glucose spike which we wanted to avoid.
A special type of tapioca fiber emerged as the best option for us to be able to pack the bars full of prebiotic fiber whilst having something that works to bind the ingredients together. You have to have something kind of liquid and that's what the MCT oil plus the tapioca fiber really help us accomplish.
Tejesh: Oh, I didn't realize this tapioca fiber would be liquid.
Well tapioca, also known as cassava, is a root vegetable that is very common in Brazil. It starts as a root but can be transformed into a powder or soluble form that can be used to bind other ingredients together.
Tejesh: I thought because it's fiber, it'd be more solid or drier
No, because peanut butter and stuff like that, even those have fiber in them. So yeah It's a starchy soluble fiber, not super thin.
Tejesh: I want to ask about the fiber content. So, why do you use both soluble tapioca fiber and chicory root fiber, instead of just having one of the two?
First off, it’s important to point out that we use resistant tapioca fiber instead of isomalto-oligosaccharides (IMO) fiber. That’s because when it comes to gut health, not all fibers are created equal.
We've chosen to use a special type of tapioca fiber that's actually a resistant starch (or resistant dextrin, as it's known in the food industry). Why is this important? Well, this incredible fiber has the ability to resist digestion by your body's enzymes, which means it can make its way all the way to your gut without being broken down. And once it arrives in your gut, it becomes a superfood for the beneficial bacteria that live there, providing them with a powerful prebiotic boost that helps them thrive and keep your digestive system running smoothly!
So, it was really about using a combination of fibers that would keep the total amount of sugar in the bars acceptably low, but more importantly, provide functional gut health benefits without any negative impact of a high glycemic load that you get from most of the bars out there that use IMO fibers instead of gut-boosting resistant starch.
As for chicory, it also provides some gut-boosting benefits and also adds another dynamic from a flavoring standpoint. You have to keep in mind because these are real foods each one has a distinct flavor. There's also a costing component as well.
Tejesh: That makes sense. But if you're trying to make the cleanest bar possible, then wouldn’t less ingredients be better than more ingredients?
Not necessarily. Creating a clean recipe and the number of ingredients don’t always go hand-in-hand. I’ve seen plenty of bars with short ingredient lists that use questionable ingredients.
You have to keep in mind the functional components of these ingredients.
So yes, we wanted to keep the ingredients simple, but we also want it to be functional. We start with a science-based philosophy around product formulation. Of course we could have easily just put nuts, almond butter, dates, maple syrup and a couple other things and call it a day and the result would be a clean label bar with few ingredients.
But none of those things really are proven functional ingredients with science-based health benefits. That's why fiber, superfoods, and essential vitamins and minerals are important. The functional aspects of the bars was really what we were after.
Even the specific superfoods was a big part of what we were trying to accomplish, which is connecting the functional benefits of specific superfoods to the flavor of each bar.
For example, the fudgy brownie bar. It's Cacao and Maca — those are both really well known for vitality and energy. The lemon bar is ginger and turmeric, and you know all about the benefits in Indian culture of Ginger and turmeric. You see it all the time right? Those two are known for immunity and anti-inflammation properties. So beyond just like hey, let's make a brownie bar. It was how do we make a brownie bar with functional nutritive properties, leveraging these known benefits from these powerful superfoods and use those ingredients as the baseline for the flavor concepts.
Tejesh: So when you went to the manufacturer, did you have your own list of ingredients and then they had their own list of ingredients that they could work with or how did that work?
So they have an in-house list of ingredients.
And then there were specific things that they didn't have that we wanted to bring in — like they were not using cacao nibs. So that's a special item that we brought in.
They did not have a real food vitamin and mineral mix. That's a product that we brought in.
They were not using AimSlim. And so that's a product we brought in.
And that was very purposeful, going back to kind of what I said before oftentimes like most the bars I tried just didn't fill me up, they didn't satiate me and that's because they didn't have fiber, they didn't have micronutrients, and the AimSlim was an additional way for us to use bars as way to control hunger more effectively between meals which is really the purpose of using these products in the first place.
There's no bar out there that’s really gonna replace a meal entirely, but it can do a great job and be an effective tool to keep the hunger cravings at bay in between meals… if it has the right blend of nutrients.
Tejesh: Yeah, so this also means that you have to work with a lot of different suppliers because you have a separate supplier for cacao nibs, AimSlim and… it's not just one location you have to supply those extra ingredients to your manufacturer.
Yeah, and we ran into a lot of challenges around that especially during the pandemic and resulting supply chain disruptions.
There were different governmental regulations at the time going on between the Indian and US governments. Big crackdown on certified organic ingredients coming out of India and what the US would approve. Even though they were grown organically and met all the criteria, there was this political game of chess that we had to navigate.
There was a time when we had printed a bunch of boxes and labels that were all labeled as organic, but we were unable to get the US organic certified version of that ingredient, even though it actually was organic. In the end, we weren’t able to get the organic certification so we lost a lot of money on the packaging side because we couldn’t use thousands of wrappers that were printed with the ingredient labeled as organic.
Tejesh: So you have to spend extra money to repackage it with new packaging.
Bringing in the specialty ingredients really produced some extra challenges for us, especially in the early days of manufacturing the bars. But now because we've done several rounds, we've been able to improve that supply chain and have been able to streamline things further.
One of the challenges when using contract manufacturing is oftentimes they just want you to use whatever they're already sourcing in-house. They will make a markup on those ingredients and so it's beneficial for them.
But if you want to be truly unique and special as a brand, you really have to go the extra mile to seek out your ingredients, know and trust the source, understand their methods of cultivation… and that's something that we have really taken on in house…making sure that every ingredient adheres to our superior levels of quality and sustainability and efficacy.
I know that sounds cliché because everybody talks about quality of ingredients, but I really feel that we take it a step further and plan to use it as a distinct competitive advantage in the future. We plan to showcase the transparency of ingredients by showing the entire journey from seed to sale, letting customers see where they're coming from, what sustainability measures are in place and just really help consumers understand and visualize where their products and ingredients are coming from.
Tejesh: This perfectly dives into one of the questions I had. How do you (A) source the ingredients which we already covered and (B) how do you ensure the quality? What's the quality control procedure?
For us, quality control is a multi-step process.
First, there's the research and discovery phase.
It might be at a trade show where I'll go zigzag the entirety of the exhibit hall to see if there's anything new or interesting on the ingredients side of things. If something piques my interest, I'll start to ask questions about their sourcing and sustainability, making sure they're transparent about all their practices.
But then there's the nutrients spec documents. If there’s an ingredient that I think fits what we’re looking for, I'll ask the supplier to send over all the documents that back up the story they’re pushing. Usually this includes a complete nutrition profile, testing certifications, clinical studies, and the ingredients specs — which are very important because oftentimes the ingredients specs that will list additional excipients and fillers and other things, that we avoid even though we wouldn’t be required to disclose them on the label in the final product. But this isn’t something that most consumers are aware of. And that’s why it’s really important to lead with transparency and establish a high level of trust. Sadly, the majority of brands out there don’t have these same standards in place because they don’t need to disclose something if it contains less than 2% of the total ingridients.
However, it’s part of our criteria of eliminating those sources from the start. So for example if there's a superfood powder and it's using corn maltodextrin, we’re not intrested in using them. We’ll find a cleaner source of that nutrient.
Then there is the bacterial and heavy metal testing that we’ll request from the suppliers themselves to make sure it adheres to the quality and safety parameters, which is the first phase of testing.
The second phase of testing, known as inbound QC, occurs when we’re moving into production and begin sourcing the raw materials from our suppliers. Each one of those raw materials is tested again when it arrives to the facility to ensure that it matches up from a quality and efficacy and potency standpoint to what their spec sheets are reporting.
If it doesn’t then it gets kicked back to the supplier and we won’t use it, we’ll have to find a new supplier or they’ll have to produce a version that meets the ingredients specs.
Then once all raw materials go through the initial inspection, we’ll go through a production run to create the end product. Then the end product goes through a final round of testing of quality measurement, known as outbound QC.
Tejesh: So this brings up two questions. It's more of an observation that other brands are less picky about their suppliers which may use corn maltodextrin and other excipients. So they have this data, but if it's low enough choose not to put it in the ingredient label… which means customers won't know this.
If an ingredient or item contains 2% or less of the total amount, they are not obligated to disclose those additional ingredients. For example, if the ingredient is a designated spice, flavoring, or natural color, it need only be stated as spices, artificial color, or artificial flavor without disclosing the individual ingredients contained.
Tejesh: This is a pretty important question for most supplements, which is how did you decide on the dosage of each ingredient, especially things like MCT oil or AimSlim which are there for a specific reason? How do you say I know this many milligrams of this ingredient is what I need in the bar?
For those ingredients, which are our functional or “speciality” ingredients, that’s where we’re leaning on the clinical evidence behind them to understand what amount of each ingredient is required to result in the intended health benefit.
For AimSlim, as an example, they’ve done testing and efficacy studies on the ingredient to understand that the recommended dose amounts to around 250 milligrams for the appetite control effect, which is the amount we use in each bar. If we use less than that amount, it is less likely to have the intended benefit, which means there would be no point in including it to begin with.
Again, this goes back to trust. We don’t include trendy ingredients on the label like “adaptogens” or “probiotics” unless we can substantiate the reason for doing so with science to back it up.
For example, when you look at the vitamin and mineral profile of 25% of the daily value in each bar, it's head and shoulders above anything out there, but we saw it as a complementary product to our hero product the Essentials Shakes, which means we weren’t looking to deliver 100% daily nutrition in a bar.
If you’re eating one or two bars a day, you’re definitely achieving your dietary fiber intake for the day and you're getting plenty of nutrients.
MCT same thing, except there’s a much wider range in terms of effectiveness and benefits, but anything in the range of one to five grams of MCT, is generally pretty effective for some of the related health benefits of the MCT oil.
Tejesh: Okay, last question to wrap things up. Why should someone choose the LyfeFuel Essentials Bars over other options out there?
One of the biggest things that separates us from other protein and energy bars is nutrient density… where micro is bigger than the macro. Most bars on the market put a ton of emphasis on macros only… packing tons of carbohydrates into the bar, most of those being sugar and not a lot of fiber, and very few with the right kind of resistant starch fiber. That’s one thing that’s really unique about our bars which helps with blood glucose management and improving both metabolic and gut health. Most people are not getting enough fiber and micronutrients in their diets. Our bars help solve that problem without any of the undesirable ingredients that are so commonly used in the bar and snacks industry.
Another thing that I’m proud of is that from a healthy fat profile, the fact that we use organic MCT oil instead of cheap palm oil or vegetable and seed oils is massive. That alone speaks volume of our level of care and quality that’s gone into the sourcing of each and every nutrient because the cheap and easy thing to do would be to just used palm oil or seed oils like everybody else. It would have saved us a ton of money on manufacturing the bars, but it’s not something I would be able to consume myself, let alone being proud to recommend to friends, family, and discerning consumers.
In the end, our goal was to create a product that we knew our customer base would love and appreciate the same way that they’ve come to know and love our shakes by the quality of nutrients that have gone into them.
Alright, that’s all from me. Thanks, Chris.
Thanks, Tej.
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