Purefit was established in july 2000 with the express purpose of educating individuals about how to achieve optimum health and fitness through nutrition and exercise. Concerned with current trends in nutritional supplements that contain highly processed or even harmful ingredients, founder robb dorf insists on all-natural ingredients. Purefit bars are high-protein; they do not melt; they contain no wheat or gluten; they are non-dairy; they are kosher-certified; they contain no sugar alcohols or artificial sweeteners; they have no hydrogenated oils and no trans-fatty acids. Purefit bars were developed as 40-30-30 bars, consistent with weight-loss regimens like the zone. Because purefit bars do not contain wheat or gluten, they can be enjoyed by sufferers of celiac sprue disease. Purefit has proudly supported dozens of regional celiac support groups. Purefit has been named "nutrition bar of the year" by bike magazine.