The Muscle Sandwich was based on the Hoffman's Club Sandwiches made by Costas Foods. We were sitting around trying to decide on a new private brand to bring out when we decided - why not copy the Hoffman bar but include 13 grams of whey protein. One of our sales people came up with the name and we were off to the races! I designed the logos, packaging and ads, but I did it with plenty of input from everyone at BOSS. I think they knew we had a winner and wanted it done right. I negotiated all the national advertising and hyped up the fact that it was "A unique Protein Powered treat" in all the ads and trade shows we brought it to. We did spin off some other Muscle foods products - Muscle Puffs sold well, but we had problems with the protein source and Muscle Nuggets never made it past the drawing board.