HooAH Bar Going Civilian
The Army’s HooAh! nutrition bar is coming to a Wal-Mart near you.
Army secret unwrapped (Washington Times)
Heard, understood, acknowledged: A toothsome U.S. Army secret is about to go civilian. It’s sweet. It crunches. It remains fresh for three years. And come June, the HooAH! nutrition bar arrives on store shelves nationwide for red-blooded Americans who fancy a special-forces snack.
Developed as a high-energy combat ration for Army Rangers and U.S. Marines almost a decade ago at the Army Soldier Systems Center in Massachusetts, the HooAH! name and formula officially have been licensed by a trio of California brothers who know a good thing when they see it. “Everybody respects the military, and everybody wants a part of the cutting-edge technology,” said Christian D’Andrea of Los Angeles, who bought exclusive rights to manufacture and distribute the bar with brothers Mark and Paul. “Retailers are really pumped,” Mr. D’Andrea said.
The brothers have replaced the bar’s camouflaged wrapper with a star-spangled version to catch the eye of consumers at 15,000 stores nationwide — including Wal-Mart, 7-Eleven and CVS. It’s the nosh, the brothers say, “to help you soldier on.”
Along with soy protein, dried fruit, chocolate and 17 vitamins and minerals, the HooAH! bar is chock-full of military tradition. The name itself is derived from the Army acronym “HUA” — “heard, understood, acknowledged.”
Of course, the official bar is labeled “HooAH!” for Army troops on one side and “Oorah!” on the other side, meant for Marines, who prefer “Oo” to “Hoo.” Currently used by special forces in Iraq and Afghanistan, the bars will be part of the servicewide Meals, Ready to Eat (MRE) system of field rations next year.
Hilarious. Back in my day, the candy bars that came with MREs not only had no nutritional value aside from packing lots of energy-giving calories, they were bloody awful. That they’ve improved them so much that civilians are clammoring for them is good news indeed.
One presumes the SEALS will be getting a Hoo-Yah! bar.