Mulebar’s story starts in 2002, on the edge of the Andes on the slopes of Acongagua (6962m), the highest point in South America. Alex and Jimmy, two sportmen and adventurers realize during their failed ascent, due to digestive issues related to their diet, that the market was missing truly 100% natural energy bars, efficient and succulent at the same time.
When back home, they started coocking bars with cereals, seeds and fruits for their own needs and those of their cycling buddies. Word of mouth and a growing demand over the years lead them to quit their jobs to set up their company in 2007. For a brand name and a logo, they chose the mule, very enduring animal but also as a tribute to Plaza de Mulas, the name of base camp N°1 before climbing Aconcagua. All the porters use mules downunder.
In 2009, Grégoire Dandres, a French sales guy, meets Alex and Jimmy by chance and decides to take Mulebar’s distribution for France. At that time, the sports nutrition market was very quiet, most of the brands belonging to pharmaceutical laboratories, very few are 100% natural and tasting good, the only priority being performance. Mulebar's success was immediate with its breakthrough approach highlighting naturalness, pleasure and taste with truly innovative recipes. Today most of the competition brands highlight naturalness and pleasure, a great recognition for Mulebar more than 10 years later!
In 2014 Grégoire meets Denis Gargaud, professional athlete in canoe slalom, who is looking for a distributor for DUO TONIC his young brand of 2 in 1 Bev/gel. In 2015, they bought over Mulebar together from Alex and Jimmy. Mulebar is now a French brand, based in Marseille, but still cooked with passion in Sunderland and Newcasttle.
2016 is mostly dedicated to fund raising to give the brand a facelift with a new logo, new attractive packaging, more organic and vegan references, a range of fruit pulps and new gels packaged in a reusable tube with a flip flop cap. Duo Tonic then goes under the Mulebar brand and becomes eco-refills for gels. Also in 2016 Denis becomes Olympic champion in Rio, sales are accelerating, the brand is opening up internationally and the team is growing.
In 2018, Mulebar launches a range of Muesli which is very successful but the minimum order quantities are far too large compared to the best before date and sales volume, the range is stopped at the end of 2019 the time to get listed at large distributors.
In 2020, Denis is training more than ever to hope to qualify to defend his title at Tokyo Olympics during the European Championships taking place in London in May.