Amherst man has founded All In Nutrition, which now sells energy snacks at Market BasketBy KIMBERLY HOUGHTON
Union Leader Correspondent
December 17. 2017 8:42PM
AMHERST — A local 22-year-old has established his own natural food company that now has products on the shelves at local markets.
Josh Eichel, who graduated this month with a mechanical engineering degree from Northeastern University, said his new business is starting to gain recognition and support.
Eichel is the founder of All In Nutrition, a company he started two years ago with some family donations, a personal dream and a business plan. Now, his company’s WICKED Energy Bars are available at Market Basket stores throughout New England.
“Knowing that I would like to become an entrepreneur and make delicious protein bars that are good for you, I decided to try and start making my own — right in my kitchen at school,” he said. Friends and family members began taste testing his creations, and Eichel soon developed the company’s first energy bar, a maple-flavored protein bar with nuts.
During his sophomore year of college, Eichel said he was on the go and consuming one or two commercial protein bars a day.
“I didn’t like what was out there,” he said. “They all tasted the same. They were chalky and kind of boring.”
Eichel was determined to create a healthy option bar without artificial colorings, flavoring and coatings.
After establishing the first maple bar, he was eager to create a second bar without nuts. The dark chocolate cayenne bar was founded and has since become the company’s best seller, followed by harvest spice and the newest recipe, peanut butter chocolate.
The 2013 graduate of Souhegan High School now has four flavors of WICKED Energy Bars, which he describes as nutritious energy bars that are gluten free, GMO free and made from high-quality natural ingredients.
There are vegan, paleo and nut free options as well, with 15 to 18 grams of protein per bar. Using grass fed whey protein, other ingredients include sunflower oil, pumpkin seeds, organic dates, chia seeds, organic ginger, flaxseeds and more.
“Across the brand, we fit into all diet preferences,” he said.
In October, Market Basket began selling the WICKED Energy Bars on its shelves for about $2.69 each. Starting in the new year, there will be a promotional sale with two bars for $5, he said.
Eichel acknowledges that financing a new company as a young adult is challenging. His company was launched with personal funds and donations from family members. Now that his product is being sold regionally, he is ready to move forward to the next step.
“We want to grow our coverage in 2018 in the northeast. United Natural Foods Inc. has taken us in, and would like to grow our brand and graduate us to become a national brand,” he said. “We are really focused and committed.”
All In Nutrition is seeking investors to help the company grow and advance, according to Eichel. Aside from him, the company has one other employee.
To date, about 50,000 WICKED Energy Bars have been manufactured. They are currently being made at a manufacturing facility in Los Angeles, Calif.