What's the best thing to eat in the mountains? Niseko's energy bar "POWBAR" is born from a passion for food

The strong passion of players who love playing in nature is what gives rise to new things and values.
Here, we introduce "POWBAR," a unique energy bar made in Niseko, Hokkaido. What was the story behind its creation?

The idea: I want to enjoy being in the mountains 100%

"POW BAR."

If you're a STEEP reader, this name will surely bring to mind powder snow and snow-covered mountains. And you're right!　
The energy bar "POW BAR" was born in Niseko, Hokkaido, a mecca for powder snow. At the foot of the majestic Mt. Yotei, each bar is lovingly and carefully made using ingredients that take advantage of nature's bounty.

The founder and developer of "POW BAR" is Scott Ai.
Scott is from Shari County, Hokkaido. After working for an outdoor equipment manufacturer for six years, she moved to Niseko and launched the food brand "BIOLIFE LAB".
While working on catering, pop-up shops for vegan baked goods and events, she researched and developed energy bars, and in 2019 launched the energy bar brand "POW BAR".

To begin with, the problem for me was that, due to my constitution, I tend to get stomach aches easily after eating anything in the mountains.
It's sad to come to the mountains to enjoy nature only to end up with a stomach ache. Moreover, even with energy bars, which are considered trail food, none of them were satisfactory; some would freeze in low temperatures, some were impossible to swallow without water, some were too sweet, and some required a lot of chewing.

When you're exhausted from expending energy in the snowy mountains, chewing and digesting can actually be surprisingly physically demanding and tiring.
Also, I've noticed that I often experience gas in my stomach, and sometimes an unpleasant, chemical-like smell rises from my stomach while hiking or skiing. I suspected this might be related to what I was eating. This made me wonder:
if changing what I eat while in the mountains could affect my performance, wouldn't it?

There's a limit to how light you can make your gear, and women don't have as much stamina as men. No matter how much muscle strength and stamina you build up, it's all for nothing if what you eat in the mountains ends up being detrimental.
That's what I thought. So, I decided to start by getting my body in shape through food. With that in mind, I experimented and tried different things to figure out what I should eat in the mountains.

Scott explains that the process leading up to the creation of POWBAR actually involved a small encounter and a major flash of inspiration.
At the time, the famous photographer RIP ZINGER came to the ski shop where she was working.
"He gave me some energy paste as a souvenir. When I tasted it for the first time, I had an epiphany: 'This is it! This is what I should do!'"

Uncompromising Commitment

Scott had a clear idea of ​​what he wanted to do, but he had a strong opinion that he would not compromise on

"What should you eat in the mountains to digest with minimal strain on your body and convert it into energy?　
Existing energy bars contain a lot of sugar. Using sugar makes them cheap to produce and provides a quick, temporary energy boost. However, digesting sugar causes a sudden spike in blood sugar levels, and the subsequent drop can lead to a lack of concentration and impaired thinking.
This could easily lead to poor judgment in snowy mountains."

How much of this risk, which also affects safety, can be prevented by food? Considering the rapid rise and fall in blood sugar levels, I really wanted to avoid sugar.
Sugar is digested using vitamins, so spending long periods in the mountains can easily lead to stomach problems. I really wanted to solve these problems. I continued trial and error for many years, thinking about various possibilities."

In addition, a major strength of "POW BAR" is that it doesn't freeze even in sub-zero environments such as snow-covered mountains, the harsh winter backcountry, mountaineering, and ice climbing. Moreover, it's delicious!
Its handy size allows you to take it out of your clothing or backpack pocket and enjoy it anytime, anywhere without it freezing.

POWBARThe contents andtaste

The base ingredients are sugar-free, don't freeze, and are delicious. How do you achieve natural sweetness without using sugar?　

So I chose the dried fruit, dates. In the East, it is said that if you eat one date, you can walk through the desert all night. They are so nutritious, and they are especially sweet. Their sticky texture and sweetness are very similar to yokan

POW BAR is made primarily from dates, as well as a variety of dried fruits, nuts, and grains. All of the natural ingredients are carefully selected by Scott

There are currently four flavors available, each unique and full of flavor. The best way to appreciate their deliciousness is to try them, but "POW BAR" is receiving rave reviews for its taste.
According to Scott, it's supported by snow mountain specialists, sports athletes, and artists who work in the outdoor field. Skiers such as Tenran Katsuno and Ayana Onozuka, and snowboarder Kazushi Yamauchi, are among those who value and use it regularly.

In the backcountry, food is a necessity to save your life. And if what you eat can make a difference in your split-second judgment, your actions, and your climbing and skiing performance, it would be strange not to consider it important

Circulating thoughts and actions

One factor that may have contributed to this is the packaging, which is designed with Mount Yotei in Hokkaido as its motif. The stylish and natural design sets it apart from other energy bars in the market, and its functionality and design have been highly praised. It is now sold not only in outdoor and sports specialty stores, but also in food stores such as the famous Dean & Deluca

Scott recalls,

"When I saw the energy paste that RIP ZINGER gave me, I was surprised that such a product existed. But I thought there must be a lot of people like me at the time who have trouble enjoying nature, and if I could support those people with the energy bar recipe I came up with, then this might be a job I could dedicate my life to."

When we consider that our bodies are made up of what we eat, what choices would we make?

"With so many food options available, I hope that through the act of eating, we can become an opportunity to think about a beautiful future for people and the planet. And I hope that together we can change the world for the better."

To that end, POW BAR values ​​five values ​​as a packaged food

Among these initiatives, the most unique is number 4, "Sustainability."
Like other energy bars, "POW BAR" is packaged in plastic. While they are constantly searching for more environmentally friendly packaging materials, they have yet to find a satisfactory alternative for various reasons.
Therefore, as a way of doing what they can for the environment, they have joined the "rePurpose Global" initiative and are donating a portion of their sales.

rePurpose Global is a global platform that promotes "plastic negativity," an action aimed at collecting and reducing more plastic than is used or produced.
The mechanism is a bit complex, so those interested should check it out, but to put it simply, by participating in this initiative, "POW BAR" is collecting and recycling 11.25 times the amount of plastic used to produce one energy bar (equivalent to about one PET bottle) from nature.

POW BAR has its own factory in Niseko. Having its own factory allows them to not only be particular about raw materials, but also to consider the amount of food waste and plastic used in the manufacturing process, adjust production volume while monitoring market demand daily, and make necessary improvements.
This is something that can only be done by having their own factory. They are always conscious of their impact on the environment and do everything they can to be considerate.

In this way, each POW BAR is packed with delicious energy and passion, as well as a commitment to the natural environment

Let's ask those who have brought just the right amount of food to snowy mountains without giving it much thought, those who have thought it would be fine to just bring what they like, and those who have not thought it was something that required great taste: What will you eat on a snowy mountain from now on?

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The POW BAR & co.
Official Website:https://thepowbar.com/
Official Social Media:Instagram