“It all started with a simple question,” Ali Kothari recalled the other day. “Why can’t we eat our coffee?”

A short while later — with some college-student enthusiasm and some dorm room kitchen ingenuity — Kothari and Johnny Fayad began developing Eat Your Coffee Bar. It’s basically an energy bar that is infused with a full cup of fair trade coffee (as well as oats, chocolate chips, almond butter, and cashews).

The genesis for the bar began with something many of us can probably relate to: embarrassing coffee stains on our clothes.

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