Einstein Energy was founded to change how people think about snacking. Built around indulgent taste, protein, and functional benefits for performance and cognition, the brand delivers more than fuel—it delivers satisfaction. Backed by the iconic Albert Einstein name, Einstein Energy represents thoughtful ingredients, uncompromising quality, and a premium approach to functional nutrition.
Einstein Energy is built for ambitious thinkers. It isn’t just a snack bar – it’s a smarter way to snack break. A moment of indulgence that tastes great and moves you forward. Decadent flavor meets brain-boosting power – Lion’s Mane, Citicoline, L-Theanine, and Green tea Caffeine – crafted to fuel clarity, focus, and sustained energy. You want fuel, you want momentum. With Einstein Energy, every snack break becomes a snack breakthrough.
Available in Double Chocolate and Chocolate Peanut Butter – both decadent bars made with 100% whole wheat wafers, real milk chocolate, 9 grams of protein, and the proprietary Einstein Cognition Blend.
Einstein Energy is the only snack bar officially licensed by the Albert Einstein Estate. His legacy for curious fuels every bar we make.
Founding Story
Einstein Energy was born from a simple frustration shared by millions of high-performing people: the modern snack market forces an unnecessary tradeoff between taste and function.
For years, Steven Lamar lived the rhythm of long, mentally demanding days—juggling multiple businesses, family responsibilities, and the constant pressure to stay sharp from morning through the final hours of the day. Like many professionals, he reached for protein bars in the late afternoon as a quick solution to power through work and into the gym. But the experience was consistently disappointing. Most protein bars sacrificed taste for protein, offering dense, gummy textures and leaving him unsatisfied—both physically and mentally—20 minutes later. Others promised “energy,” but delivered little more than sugar, caffeine, or an inevitable crash.
Lamar didn’t want another protein bar. He wanted something better.
One afternoon, working late and reaching for yet another bar, the thought crystallized: there had to be a better way. A snack that delivered indulgent, craveable taste—something closer to a candy bar—while also offering real functional benefits. Not just protein, but energy for both body and mind. It was the same question Lamar had asked years earlier when the headphone market offered little more than utilitarian design. Back then, he helped reimagine headphones as a cultural statement with Beats by Dr. Dre. Now, he saw the same opportunity in food snacks.
Taste would not be optional. Function would not be an afterthought.
Around the same time, Lamar learned—through his wife—of an effort to secure the Albert Einstein name and likeness for energy drinks. The idea immediately resonated. Einstein is one of the most recognized names in the world, but more importantly, he represents thoughtful intelligence, creativity, and humanity. To Lamar, Einstein wasn’t just a symbol of genius; he was a respected figure and a good human—qualities that demanded a brand built with care, substance, and integrity.
Securing the Einstein name was neither quick nor easy. It took more than 18 months of sustained effort, significant investment, and long-term conviction. But Lamar knew that if the brand was going to carry such an iconic name, it had to live up to it in every detail—from ingredients to formulation to taste.
With the license secured, Einstein Energy began with a clear mission: to change how people think about snacking.
The first product—the Einstein Energy Snack Bar—was built around non-negotiables. It had to deliver a true “wow” moment on the first bite. The kind of reaction Lamar had learned to trust over decades of building consumer products: “holy crap, that’s incredible.” The bar had to taste decadent, feel satisfying, and provide functional benefits that supported performance and cognition—without compromise.
Bringing the product to life required intense focus: developing formulations, refining flavors, engineering packaging across multiple configurations, running test and final production runs, and ultimately standing behind the product in the market. When Einstein Energy finally launched, Lamar had one simple belief: if it’s good enough, it will sell itself.
It does.
Today, Einstein Energy exists to fuel the genius within us all by delivering functional snacks built for performance and cognition. The brand is redefining what a snack can be—offering the flavor people crave with protein and function that actually support how they live, work, and think. With future innovations like functional fruit snacks on the horizon, Einstein Energy is just getting started.
At its core, the brand stands for thoughtful ingredients, uncompromising quality, and deep respect for the name it carries. In a crowded market of shortcuts and compromises, Einstein Energy is building something different: a premium, iconic brand designed for the modern mind.
Steven Lamar is the original creator of the Beats by Dr. Dre headphone product line.
Today he is the co-founder and Chief Executive Officer of Einstein Energy, Inc., a premium functional energy and nutrition company built around performance, cognition, and culture. He is also a co-founder and Managing Partner of 42 Macro and Wall Street Beats.
Steven has spent more than 25 years building, operating, and investing in businesses across finance, technology, media, and consumer products. He began his career in banking at Wells Fargo and Citibank before moving into capital formation and private investing.
In the mid-1990s, Steven served as an executive at Shoreline Pacific Institutional Finance, where he helped emerging public and private companies raise growth capital, financing 22 companies for a total of $320 million. From 1998 to 2005, he was the co-founder and Managing Partner of a San Francisco–based investment fund focused on late-stage private and early-stage public technology company investments. During his tenure, the fund invested more than $750 million across 117 public and 28 private companies, generating a 177% return for investors.
Steven has deep roots in audio innovation and consumer technology. In 2005, he created the original business model, product roadmap and design identity for the Beats by Dr. Dre headphone product line – a role legally affirmed in a landmark 2019 jury verdict. He later founded Jibe Audio, LLC, continuing his work in bringing high performance audio products to market.
Prior to Jibe Audio, Steven served as President of SLS International, Ltd., a publicly traded audio technology company. During his tenure, he led the company’s transition from the pink sheets to the American Stock Exchange, launched its first consumer product in partnership with Quincy Jones, and secured product placements on the Mark Burnett Productions shows The Apprentice and RockStar: INXS.
From 2006 to 2013, Steven held senior leadership roles at Allied Container Systems, Inc., including CFO and COO. He was an integral member of the management team that scaled the company from a startup into a multi-million-dollar, ISO 9001–certified systems integrator serving the U.S., Canadian, and British militaries.
Today, Steven is an active macro investor, angel investor, and board member in numerous private companies. Across Einstein Energy, 42 Macro, and Wall Street Beats, his work is focused on building durable brands and backing exceptional teams.
