In 1994, the Walls family - Mike, Dina, their three kids and Toby the family dog - were hiking in the Sierras. Mike offered his kids the popular energy bar at the time. "Yuck" was their reaction (even Toby passed on it). It was then he decided it was time the world had a better tasting energy bar! He immediately put the Promax™ research and development team to work. The directions were very specific: adults had to love what they saw on the label, and kids had to love the taste. Mike knew it would not be easy, but he'd been coming up with innovative supplement solutions in the Sports Nutrition market since 1989.