For ten years, Jake Levy planned his life around an inhaler. The gym, travel, dinner out, dates — he always knew exactly how far he was from the nearest one, because he had to.
His doctors had him on daily medication. It wasn’t working, so he stopped taking it and tried something else instead: he cut processed food, anything with an ingredient list he couldn’t pronounce. Three months later, the asthma was gone.
That’s the origin story behind Jacob Bar — grass-fed protein, beef tallow, honey, dates, and nothing else. When Jake started the company in 2024, there was one ingredient he refused to touch on principle: EPG, a lab-made fat substitute that a huge share of the “clean” protein category quietly runs on. Jacob just didn’t use it. Not as a marketing angle. As a rule he set for himself before anyone was watching.
