Brand Story

Where did the idea for SIMPLE Squares® begin? A long way from home…

Here at Simplified Foods we’re on a mission to create simple, great tasting and healthy snacks. Our flagship products, SIMPLE Squares®, are organic, nut-protein bars infused with honey and superfood herbs.

Headquartered in Chicago, IL, we strive to transform our grab-and-go food culture from one focused on preservatives to one that embraces whole foods.

But where did the idea for SIMPLE Squares begin? As told by Founder and Chief Square, Kimberly Crupi Dobbins…

Made from 5 whole food ingredients, SIMPLE Squares® are a snack you can feel good about. And because we use unfired fare, the Square’s power-packed nutrients are never compromised.


Founder’s Story

Kimberly Crupi Dobbins
Founder + Chief Square
M. ED and CHHC

I believe that delicious and good-for-you treats need not be complicated. This passion fueled the desire to create clean energy made of simple, unprocessed ingredients. Thus was born, the SIMPLE Square.

The need for whole food and simple nutrition bars was cultivated while on the road and refined after being advised to follow an elimination diet. Refusing to compromise yet recognizing the need to indulge, I set out on a mission to create great tasting and healthy snacks.

Join me in our quest for healthy and delectable snacks – you and your body will be glad you did!


“Discover how delicious SIMPLE can taste.”
Kimberly Crupi Dobbins