The Story, The Mission, and The Bars That Could Change Your Life
If someone told you that a protein bar could change your life, you’d probably raise an eyebrow, right? Because let’s be honest—most of us have been down the road of gritty, chalky “health” bars that taste like cardboard wrapped in plastic. They promise you fuel, energy, and health, but what you often end up with is sugar spikes, bloating, and regret.
But then there’s Five Plus Protein—a brand born not from a boardroom brainstorming session, but from one man’s very real frustration with the so-called “healthy” protein bars on the market. That man is Joel Montesano, the founder and CEO, and his story is one you’ll want to lean in for. Because once you hear it, you might just look at your next protein bar in a whole new way.
Meet Joel: From Navy Veteran to Nutrition Innovator.
Joel Montesano is not your average entrepreneur. He’s a man who has worn many hats—Navy veteran, business professional, martial arts instructor, fitness enthusiast, husband, father, and now, innovator in the health food space.
For 14 years, Joel served in the U.S. Navy, including eight intense years in the Naval Nuclear Power Program. That experience didn’t just make him resilient; it made him disciplined, meticulous, and focused on problem-solving. Add to that a bachelor’s degree in business management, a master’s in cybersecurity, and 25 years in sales and marketing, and you’ve got someone who knows how to spot a gap in the market and fill it with precision.
But Joel’s journey into wellness wasn’t born in a corporate office. It came from his own experience as a lifelong consumer of protein supplements. Since the 1990s, he had been relying on protein powders and bars to support his active lifestyle. Yet the more he consumed, the more he noticed a troubling pattern.
The Protein Bar Problem
Joel knew there were three big problems plaguing protein bars on the market:
Added Sugar – Too many protein bars masquerade as candy bars. That sugar? It causes blood sugar spikes, followed by energy crashes and binge eating. Joel realized it was a vicious cycle that wasn’t serving anyone’s health.
Inflammatory Ingredients – Many bars are filled with artificial additives and preservatives that promote inflammation—something society is already struggling with thanks to autoimmune issues, stress, and processed diets.
Digestive Distress – Whey, soy, egg-based proteins, and certain fillers often cause bloating, gas, and stomach upset. For Joel, and countless others, the promise of protein wasn’t worth the trade-off of feeling miserable afterward.
And even when you could find a “healthier” option? They were usually grainy, chalky, and let’s face it—downright unpleasant to eat. Joel knew something had to change.