Most “protein bars” are just candy bars in gym clothes - packed with sugar, chemicals, and clever marketing.
In this episode, Atlas Bars founder James Oliver shares how frustration, curiosity, and a $5K start-up budget led him to build a clean, low-sugar, high-protein bar that actually lives up to the label.
From his 4am Uber shifts to survey testing, manufacturing challenges, and a clinical study, James opens up about the real journey behind the brand - and why metabolic health needs a rebellion.
We explore:
📍 How Atlas uncovered the truth behind the “healthy” bar industry
📍 The 20g protein / 28g sugar problem nobody talks about
📍 Building a product people actually want (not just marketing hype)
📍 Why your money is a vote in the metabolic health crisis
📍Overcoming doubt, rejection, and the 1% odds
📍 What’s next: new products + their first clinical study
Key takeaway: Every purchase is a vote. Stop rewarding companies that sell sugar as “protein.” Choose better. Demand better.
Find out all about Atlas bars here:
Website: https://atlasbars.com/
Facebook: https://www.facebook.com/atlasbars/
Instagram: https://www.instagram.com/atlasbars/
TikTok: https://www.tiktok.com/@atlasbars
Vicky xx
Connect with Vicky:
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#ProteinBars#CleanIngredients#LowSugar#HighProtein
#MetabolicHealth