How It Began

How on earth did you come up with the idea of putting resveratrol into a food bar? What was the genesis of the WineTime Bar?

That’s what we are often asked—and here is the answer.

It actually all began when Sandy was sharing a glass of wine with a friend and neighbor who asked about Malcolm’s previous business ventures. Sandy talked about Malcolm’s international diet and nutrition company and the best-selling weight loss bars he had helped to develop and market successfully around the world.

Why hadn’t he developed something more fun—like a Chardonnay Bar or Cabernet Bar, they asked each other.

Sandy picked up the phone and called Malcolm. And asked: Why haven’t you created a Wine Bar?

The question switched on the light bulb. In his extensive reading of scientific literature Malcolm had become familiar with the health benefits of resveratrol. His immediate response: By infusing resveratrol into a food bar you would, in effect, create a wine bar.

But surely, someone had already thought of it? Research showed that no-one had, in fact, produced such a bar.

Maybe there was a reason why not? Discussions with resveratrol suppliers, formulators and bar manufacturers indicated that there were no practical handicaps to the production of a “wine bar.” That was March 2009.

Together Sandy and Malcolm determined what ingredients they wanted to blend with resveratrol and, just as importantly, what they didn’t want to include. Working closely with a bar formulator they went through a dozen permutations before deciding on the harmonious blend of rich dark chocolate, dates, almonds and seven other super fruits. They chose two potent forms of resveratrol. At the same time intensive brainstorming produced the product name and the concept behind the packaging design. Nine months later the Resveratrol WineTime Bar was born and on December 1st, 2009 officially made available.