Arriba is a new nutritional energy bar designed specifically for the Hispanic population, according to its creator, Michael Sanchez, co-founder of the Balance Bar business.
Sanchez said that he had envisioned launching a Hispanic division of Balance Bar before its sale to Kraft Foods in 2000. He subsequently founded Arriba, Nutricion Por Vida to address and fulfil the existing nutritional needs of the growing Hispanic population. His new company is currently beta testing the Arriba product in Southern California, with plans for a full launch this summer.
"I have long wanted to share my passion for health and wellness with the Hispanic community because I believe most of our health issues can be controlled, improved, and even healed with proper nutrition and education," Sanchez said.
According to Sanchez, all aspects of the Arriba product line were conceived with the Hispanic consumer in mind. The company uses bilingual packaging for its products, as well as bilingual marketing and education materials. A socially conscious company, Arriba is also committed to the advancement of Hispanic and health-related causes.