"Hooah! Bars. Following in the footsteps of M&M's and freeze-dried coffee, a new energy bar originally developed for the military is taking aim at civilian consumers, reports Amy Chozick in The Wall Street Journal (3/7/05). Called 'Hooah!' ('pronounced WHO-ah ... and evolved from 'H.U.A.,' the abbreviated reference for the affirmative response, 'Heard, Understood and Acknowledged''), the energy bar actually 'became available to civilian consumers in select stores last August.' The Hooah! will 'expand to nearly 12,000 retailers this spring' with manufacturing, distribution and marketing by Christian, Mark and Paul D'Andrea -- three brothers with no sales or marketing experience but plenty of faith that the bar's military stripe will be a hit. And why not? '... About 30 percent of all supermarket foods ... were originally developed by the U.S. government for military consumption.'"
