Iconoculture: "Heard. Understood. Acknowledged." That’s "Hooah!" – a military term, sure, but also an energy bar that has been officially fueling American soldiers in Iraq. Now available to civilians, too, the bar was developed by the Department of Defense and meets the performance-based combat requirements of MREs (meals ready to eat). The bar also has a minimum shelf life of three years at 80 degrees and six months at 100 degrees (Wall Street Journal 3.7.05). A portion of the proceeds from Hooah! Bar sales goes to fund research that improves soldiers’ quality of life.

Consumer interest in products developed for military use, like Hummers and rugged-ready laptops, is high. For many people, good enough for the troops means good enough for me. Products that support our soldiers – and maybe even amp civilian performance – make patriotic consumers stand and salute.

Fuel Force [Iconoculture]

Marcel Sim @ 5:49 AM  |  Food & Beverages  |  Comments (0)  |  Article Link
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