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 TravelTime Bar?

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

It actually all began with the development of the heart-healthy, anti-aging WineTime Bar. That stemmed from a conversation Sandy had—over a glass of wine—with a friend and neighbor who asked about Malcolm’s previous business ventures. Sandy talked about Malcolm’s diet and nutrition company and the best-selling weight loss bars he had helped to develop and successfully market 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, the antioxidant that makes drinking red wine so good for you. 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 officially made its debut on December 1st, 2009. A second flavor—Chocolate Raspberry—ensued.