About - War On Sugar

Our Story

At War On Sugar, we understand the growing concern about the harmful effects of excessive sugar consumption. That’s why our founder, Bill Tocco created the War On Sugar Protein Bar—a healthier snack alternative that delivers protein and energy without the burden of processed sugars.

Designed for anyone looking to cut back on sugar while still enjoying a delicious and satisfying treat, our bars are more than just a snack; they’re a statement. Inspired by the rising health and wellness movement to reduce sugar, the War On Sugar Protein Bar embodies our commitment to helping people live healthier, more sustainable lives through better nutrition. With every bite, you’re joining us in the fight against sugar’s negative impact on the body—one delicious step at a time.

War On Sugar Founder, Bill Tocco

Bill Tocco’s evolution from a successful professional skateboarder to a fitness and nutrition advocate is an inspiring example of adaptability and self-education. Through his experiences, both in the skateboarding world and later in fitness and wellness, he made a lasting impact by merging athleticism with conscious, health-driven eating. His War on Sugar Protein Bar is just one of many ways Tocco has contributed to helping others improve their health, especially in an era when sugar’s role in our diets is under increasing scrutiny.

Bill’s legacy is not just tied to his skateboarding achievements but also to his commitment to wellness, fitness, and spreading awareness about the dangers of excessive sugar consumption, offering solutions in the form of nutritional products that support a healthier lifestyle.

Skateboarding Career

In 1987, Bill Tocco made a major mark in the skateboarding world by becoming the NSA (National Skateboard Association) Amateur Champion in vertical skateboarding. At just 18 years old, he turned pro and signed with Gordon & Smith, a well-respected skateboard brand based in San Diego, California.

His partnership with Gordon & Smith was significant, as it led to the creation of the Bill Tocco signature skateboard, which became incredibly popular, selling thousands of units every month. This success helped solidify Tocco’s place in the skateboarding community as both a skilled athlete and a popular brand ambassador.

Transition to Nutrition & Fitness

Unfortunately, like many professional athletes, Tocco suffered a serious knee injury that curtailed his skateboarding career. Instead of stepping away from the spotlight, Tocco found a new passion in nutrition and fitness. His experience with his injury prompted him to explore the body’s healing process, the importance of physical conditioning, and the role of nutrition in athletic performance and recovery.

As Bill dove deeper into the world of nutrition, Tocco gained extensive knowledge, not only about how to maintain a healthy body but also about the powerful connection between diet and overall well-being. This experience eventually led him to the development of his own product—a protein bar designed to combat one of his biggest health concerns: excessive sugar consumption. Now known as The War On Sugar.

The War on Sugar Protein Bars:

Recognizing the rising concern over the detrimental effects of high sugar intake, Tocco created the War on Sugar Protein Bar. The product was designed to provide a healthier snack alternative, catering to individuals looking to reduce their sugar intake while still getting a good source of protein and energy. Given the growing movement against sugar in the health and wellness community, Tocco’s bar aimed to offer a solution for people who wanted a delicious, nutritious snack without the negative impact of processed sugars. The protein bar, branded with the name “War on Sugar,” reflected his personal commitment to combating the negative effects of sugar on the body and was aligned with his overall philosophy of promoting a healthier, more sustainable lifestyle through better nutrition.