Dean & Deluca Performance
Chef Made for Athletes

When was the last time you had an energy bar that was delicious, let alone actually taste good? Dean and Deluca, a premium grocer with culinary expertise, rose to the challenge to create the best tasting nutrition bar on the market.

Both chefs and athletes intimately understand that what you put in (ingredients and effort) is essential to what you get out (taste and accomplishment). Goodness in; greatness out. With this, we set out to create performance bars that were nutritious, flavorful and of high design aesthetic to appeal to those optimalists who seek to make the most of life.

What we did

Partnering with chef Alan Murchison, we achieved the best tasting, most effective bio nutrition bar on the market, harnessing the best that nature can give us -- 100% free of gluten, dairy and GMO ingredients.

From naming to packaging to positioning to crafting and executing the launch and marketing plan, we brought five star options to the athletic community.