RawQ was born out of a mission to support tennis champion Daniil Medvedev, Daria's partner, in optimising his performance on the court. Traditional date-based energy bars caused energy spikes and crashes that hindered his gameplay. To solve this, Daria and I created a bar uniquely tailored to his needs—and soon realised its potential to benefit a wider audience.
Tell us about the business – what it is, what it aims to achieve, who you work with, how you reach customers and so on?
I cofounded RawQ, a London-based company, in 2023 alongside Daria Medvedev to produce long-lasting energy bars that deliver sustained energy without the spikes and crashes often associated with traditional options.
Our bars are designed as a healthy, natural way to fuel your day, with 70% less sugar than typical energy bars. They’re vegan, gluten-free, lactose-free, and made with buckwheat—a clinically proven ingredient for stabilising blood sugar levels. We’re passionate about quality, which is why we avoid artificial sweeteners, added protein, and high-sugar natural sweeteners.
Beyond simply producing snack bars, we aim to empower individuals to achieve their goals by providing the best possible energy. In bustling cities like London, where ambitious dreams require sustained energy to support high-performance lifestyles, we cater to athletes, professionals, students, and busy parents with a natural energy source that fills a previously unmet need.
To ensure every bar meets our high standards, we were meticulous in developing our recipe and designed an innovative three-layered packaging system. This not only preserves freshness and taste but also gives our bars a 12-month shelf life, making them as reliable as they are nourishing.
At RawQ, we focus primarily on direct-to-consumer online sales, which allows us to connect with our customers while ensuring we maintain the highest product standards. We currently ship to 43 countries and are proud to make RawQ accessible to a growing global audience. However, RawQ bars can also be found in various locations.
How has the business evolved since its launch?
RawQ officially launched in the summer of 2023 after 2.5 years of product development. Since then, the business has experienced significant growth, achieving several key milestones:
- Consistent sellouts: We’ve sold out our entire stock 12 times since launch, reflecting strong demand and a loyal customer base.
- Doubled annual turnover: Our annual turnover has more than doubled, showcasing significant financial growth and market success.
- Expanded distribution: While primarily focused on direct-to-consumer online sales, we’ve expanded its distribution to include:
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Major gyms and tennis clubs across London and other cities.
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Health food stores in London and internationally.
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Select locations in Miami, New York City, and Ibiza.
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International reach: RawQ now ships internationally to 43 countries and counting, demonstrating a growing global presence and customer base.
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- Brand recognition: RawQ has gained recognition as the first long-lasting energy bar designed to provide sustained energy without sugar spikes and crashes, setting it apart in the market.
- Ingredient focus: Our commitment to quality remains unwavering. We continue to champion our buckwheat-based recipe, avoiding added sugar, artificial sweeteners, and unnecessary protein additions.
- Strategic partnerships: While we’ve remained self-funded, we’re open to future investment to support expansion, particularly in the USA. However, we’re selective about working with partners who share our vision and prioritise quality over rapid growth.
Tell us about the working culture at RawQ?
The work culture at RawQ is founded on key principles that define our approach: a relentless dedication to quality, a commitment to continuous improvement, flexibility, honesty, and the empowerment of women—all while maintaining the integrity of our product.
- Honesty: We are committed to transparency with both our team and customers.
- Progress: We prioritise steady, meaningful growth over rushing.
- Quality: Excellence in our products always comes first.
- Flexibility: As a small, agile team, we embrace change to drive innovation.
- Female empowerment: Founded by two women, we strive to inspire and support others.
- Product integrity: We remain uncompromising in ingredient quality, rejecting profit-driven shortcuts.
- Commitment to vision: Staying true to our standards, we turned down 87 factories and overcame 11 failed tests to perfect our recipe.
How are you funded?
RawQ is a self-funded startup that prioritises maintaining complete control over their standards and delivering high-quality products.
What has been your biggest challenge so far and how have you overcome this?
Our biggest challenge at RawQ has been product development—perhaps surprising for a growing company, but creating our bars was an immense hurdle. We had a clear vision and refused to compromise on our standards.
We faced 87 factory rejections, endured 11 failed trials, and even dealt with two broken mixers and a power outage before we could ship. Yet, each setback taught us something valuable. Our commitment to a unique buckwheat-based recipe meant rejecting any pressure to sacrifice quality for profit. The entire development process took 2.5 years, from concept to launch in summer 2023.
Another challenge has been growth and education. Our bars aren’t typical energy bars—we promote long-lasting energy, a concept many consumers and retailers are unfamiliar with. Educating our audience takes time, which can slow growth, but we prioritise quality over quantity, trusting that the right people will find us.
Despite these challenges, we stayed true to our vision, and that perseverance is what makes us proud to stand behind our product today.
How does RawQ answer an unmet need?
RawQ was created to fill a gap in the market for healthy, natural energy bars that deliver long-lasting energy without the sugar spikes and crashes typical of most options out there. Many bars rely on sugar, dates, or agave syrup, which only lead to unstable energy levels. We wanted to solve this problem by developing a unique recipe using buckwheat—a gluten-free pseudo-grain known for stabilising blood sugar and providing sustained energy. We’ve intentionally avoided high-sugar ingredients like dates, added protein that can ruin the taste and texture, artificial sweeteners, and sugar alcohols.
What’s in store for the future?
We have ambitious plans for the future, with a clear goal: to inspire as many people as possible and become the go-to brand for sustained energy.
Our key priorities include:
- Expanding into offline retail to increase brand awareness and allow customers to try our bars before they buy.
- Growing our online presence and direct-to-consumer reach.
- Product innovation to refine and enhance our range.
- Upholding our quality standards—no compromises, despite past challenges. We rejected 87 factories and endured 11 failed trials to get it right.
- Strategic partnerships, particularly in the USA, but only with those who share our values and commitment to quality.
Our ultimate mission is to make RawQ accessible to more people worldwide, helping them live healthier, more energised lives. With our unique approach, we believe RawQ has the potential to become a truly global brand.
What one piece of advice would you give other founders or future founders?
As a cofounder of RawQ, I've learned valuable lessons that I believe are essential for any entrepreneur. Based on my experience—especially our journey at RawQ—here’s the most important advice I’d share with current and future founders.
Firstly, and most importantly, never give up. Running a business is incredibly challenging, and there will be times when you struggle. But the key is to never see quitting as an option. How can you fail if you refuse to give up? You simply can’t—because you keep going.
Secondly, never compromise on your standards. Keep refining and adapting, but never lower the quality of what you're striving to create. If it doesn’t happen in a month or even a year, that’s okay—our journey took two years, and it was worth the wait.
Thirdly, always prioritise quality and stay true to your vision. Our relentless commitment to perfecting our unique buckwheat-based recipe, despite countless setbacks, became the foundation of our success. We turned down 87 factories and endured 11 failed tests before finding the right partner—proof that standing by your standards pays off.
And finally, a more personal question! What’s your daily routine and the rules you’re living by at the moment?
My daily routine is something I deeply value, and its adaptability proves its effectiveness—it stays with me wherever I go. The key is consistency, with a few non-negotiable elements that keep me grounded.
I start each morning with a glass of lemon water. Physical activity is essential, whether that means finding a Pilates studio, using a hotel gym, doing a 15-minute mat workout, or simply going for a walk. The specific workout matters less than ensuring I move my body. Reading and walking are also daily musts—these habits anchor my day, no matter where I am.
Beyond my routine, I live by a few core principles that guide both my personal and professional life. Honesty is fundamental—to my customers, in business, and most importantly, with myself. I also protect my energy, prioritising what fuels me and stepping away from anything or anyone that drains it. Family comes first, including friends who feel like family, and I believe in investing time and care in the people I love. Above all, I never give up. This isn’t just advice I give to others—it’s something I follow wholeheartedly. Lastly, I trust my gut. Intuition is rarely wrong, whether in business, relationships, or life decisions.
If a routine or mindset only works in perfect conditions, it isn’t truly serving you. That’s why my approach—both to daily habits and to life—is based on adaptability, consistency, and staying true to what matters most.
Arina Kuzmina is the CEO and co-founder of RawQ.
