I was sketching what would become Atlas. I didn't want to start a company, I just wanted what didn't exist: real food that was high protein, low sugar, and convenient.

I wanted this for myself because despite all the confusion in nutrition, I was fairly certain of three things:

1. Humans will always need protein
2. Excess sugar is not good for us
3. Real food beats processed food

Because I was confident that these were as close to nutritional truth as you could get, they became the foundation of Atlas.

A year later, I was funding the company by driving Uber and selling bars from my trunk. I wasn't sure about the business, but I was sure about the product.

A lot has changed since those days. We've gone from making bars in my kitchen to producing in a world-class facility. From delivering orders around Boston in my car to shipping worldwide. From selling whatever I could carry to selling millions.

While a lot has changed, our ethos hasn't:

High Protein: 20g from quality sources

Low sugar: 1g or less, naturally occurring

Real food: Only ingredients from nature