Friends Sam Rohn and Joey van Koningsbruggen got the idea for nutritionally complete shakes and bars after hearing about the meal replacement craze in the United States. The product would have been a godsend for them as they were either going for a quick, unhealthy meal or skipping dinner altogether because their busy lives did not allow time for cooking dinner. The only problem was, that it was not available in the Netherlands. But, instead of ordering the product from overseas, they decided to create their own.