We initially launched the Soldier Fuel formulation under the brand name “HOOAH”. We had designed the bar to power warrior-athletes in action, so the HOOAH name was a great fit. But then the civilian world started clamoring for the bar, and HOOAH was Greek to them. So we thought “hey, why don’t we just call the bar what it is? It fuels Soldiers. Let’s call it Soldier Fuel.” And that’s how a legend was born... ok, it isn’t quite a “legend” yet, but it will be.

Upshot: all the rave reviews below are for the Soldier Fuel bar — back when it was called HOOAH.

  
                     
           
 


“Heard, understood, acknowledged: A toothsome U.S. Army secret is about to go civilian. It's sweet. It crunches. And come June, the HooAH! nutrition bar arrives on store shelves nationwide for red-blooded Americans who fancy a special-forces snack.”

 

  


"If it can give a welcome surge of energy to a U.S soldier in the Iraqi desert, then it should do the trick for a runner, a hiker, a third-shift worker or even an on-the-go mom."

  


"The Hooah! bar's military origin has created a new niche of nontraditional energy bar consumers who are clamoring for the $1.99 snack sold at supermarkets, hunting and fishing emporiums and convenience stores."

  


HOOAH! Chocolate Crisp named "Most Loved Product" in Amazon.com's Health & Personal Care store.


  
“Make way for the Hooah! bar, the biggest military advancement to hit the mainstream since the Hummer.”		  
 
   

"New Foods for Marching on Stomach"
"The Army supplements the M.R.E.s with energy-boosting items to enhance physical performance like the HOOAH! bar (with no trans fat and 270 calories) [and] the energy drink HOOAH! Soldier Fuel.”

- The New York Times
 
   

"Food With a Purpose"
"Some of the best work on functional foods comes from the military. U.S. Army scientists created HOOAH! bars to deliver steady energy and optimize solider performance during high-intensity and stressful maneuvers."

- U.S. News & World Report
 
   

"Ready for Nutrition, Sir!"
"I taste-tested the HooAH! along with the Balance Bar Trail Mix energy bar in chocolate chip, the Snickers Marathon energy bar in chewy chocolate peanut and the PowerBar Triple Threat in caramel peanut fudge. The HooAH! chocolate crisp bar tasted better than the other three and was the only one that didn't have that particle-board texture for which energy bars are famous. The HooAH! was the only one I finished." [Matt McMillen, Washington Post]

- Washington Post
 
   

"Bar None: An Army of One"
"'It tasted good and didn't have that chalky after-taste a lot of other bars do.' [Joe Wuebben, Features Editor at Muscle & Fitness]"

"So post-workout or post-basic training, pledge your allegiance to Hooah!"

- Muscle & Fitness
 
   

"Battle Tested Gear"
“Provided a prolonged release of energy...and it tastes good.”

– Field & Stream
 
   

"Eat This and Give Me 20"
“Soldiers who ate the bars showed a 19 percent increase in ability to do pull-ups before and after a march. That’s good.”

– Reader's Digest
 
   

"'Ten-Hut! Shape up with Army Energy Bars"
"They tasted like a gourmet dessert chef's take on granola bars."

- New York Daily News
 
   

"HOOAH -- 'This is All Right': Non-Soldiers Try Energy Bar"
"Attention, urban warriors and weekend warriors: An energy bar designed by America's military to help sniper teams stay alert and focused is now available for civilian use."

- Chicago Sun-Times
 
   

"You 2.0 - HOOAH BAR"
"The world's most powerful military has devoted its considerable resources to making an energy bar, and the results are impressive. Hooah bars pack a wallop of balanced nutrition and taste good, too."

- Popular Science
 
   

"Hooah!: Yahoo"
"We finally test-drove the stuff in last weekend's Philadelphia Distance Run's half-marathon. The result: Our time improved by 9 percent."

- Philadelphia Daily News
 
     

 
 
         
 

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