A Snack that Warms You Up
He invested more than 15 years of research and his entire life savings, but Larry Wang was determined to create a snack bar that uses the body’s own fat reserves to increase body temperature in cold weather, help people lose weight and boost energy during strenuous exercise.
After studying hibernating mammals, the University of Alberta biology professor discovered a naturally occurring chemical in cocoa that helps the body burn fat. He patented the breakthrough and started marketing the innovation as the Cold Buster bar in 1991. Initial sales were fuelled by intense media coverage and public endorsements from the Edmonton Oilers and other high-profile athletes. In 1993, he expanded sales to the U.S. and renamed the snack Access Bar to emphasize its fat-burning properties rather than its ability to fend off hypothermia.
“We had to do everything at home and on weekends, while I was carrying a full teaching load and a full research load. That’s when we formed L&R Wang Enterprises. It was a major decision and we invested our life savings,” says Wang. “I could have easily had my research published, received all the kudos and then moved on to a new research project, but I thought there was some potential to save lives with this.”
The bar is now sold exclusively through Melaleuca Canada, a direct sales company that markets health and wellness products. Wang has sold more than 50 million snack bars, which retail for about $2, in 30 different countries.
“We keep improving the taste, we keep improving the formulation and now people from all walks of life are using the bar,” says Wang.
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