68 Business View - January 2016
IQ Formulations sells directly to consumers through its
website, but has also partnered with a distribution com-
pany, Europa Sports Products, which sells its products
to general nutrition shops around the country, as well
as, dealing directly with large national retailer chains
such as Vitamin Shoppe. Currently, the company only
ships domestically, but Cohen says that it is planning
to expand into Canada, New Zealand, Australia, and
Poland. “We’ve been controlling our growth because
we know that our serviceability and our manufactur-
ing capabilities must match our orders to our clients.
And we don’t want to exceed that and then have to
make compromises in terms of that.” Compromise is
not why Cohen came back into the race. He insists that
his product remain consistently reliable. “Our product
is the same, each and every time,” he states emphati-
cally. “Consumers know that we’re going to be deliver-
ing the same great product day-in and day-out.”
But now that IQ Formulations has gotten the check-
ered flag in one market segment, Cohen also sees the
possibilities for augmenting his company’s product of-
ferings, as well as expanding its consumer base across
a broader demographic. He explains: “Our customers
are demanding that we go into functional foods. They
say, ‘Hey, we want a protein bar; we want an energy
drink. Please make that for us, because we know that
if you make it, it’ll be better than anything else that’s
in the marketplace.’ We’re also going to get into more
of what we call mass market, which is developing prod-
ucts that can be purchased at the grocery store and
mass market level, like Costco’s or BJs. We want to
be able to hit multiple consumers who are looking to
purchase the best quality, healthy products to improve
and sustain a healthy lifestyle. So, we’re branching out
into those marketplaces, starting in the first quarter of
2016.”
TECHNOLOGY
