National Advertising Division Recommended IQ BAR Discontinue “Superior Brain and Body Nutrition” Claim
New York, NY – November 12, 2026 – As part of its routine, ongoing monitoring program, BBB National Programs’ National Advertising Division recommended that IQ BAR Inc. discontinue its “superior brain and body nutrition” claim.
The National Advertising Division (NAD) challenged express and implied health benefit and product performance claims made by IQ BAR for its IQ Bar Plant Protein Bars.
The challenged “Superior brain and body nutrition” claim appeared in video and radio advertisements that have since been discontinued. NAD found that the evidence submitted by IQ BAR is not a good fit to support the challenged claim and recommended that it be discontinued.
During the inquiry, IQ BAR advised NAD that it was permanently discontinuing all of the other challenged express and implied claims. NAD will treat the permanently discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, IQ BAR stated that it “agrees to comply with the National Advertising Division’s recommendation.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
The National Advertising Division (NAD) challenged express and implied health benefit and product performance claims made by IQ BAR for its IQ Bar Plant Protein Bars.
The challenged “Superior brain and body nutrition” claim appeared in video and radio advertisements that have since been discontinued. NAD found that the evidence submitted by IQ BAR is not a good fit to support the challenged claim and recommended that it be discontinued.
During the inquiry, IQ BAR advised NAD that it was permanently discontinuing all of the other challenged express and implied claims. NAD will treat the permanently discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, IQ BAR stated that it “agrees to comply with the National Advertising Division’s recommendation.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.