Marshall, who had been diagnosed as celiac in 2008, saw a real-life need for a better tasting, better ingredient gluten-free protein bar. Along with his brother, Elliott, who also turned out to have a severe gluten intolerance, they started discussing the idea of creating a gluten-free bar business. They didn't know much, but they knew that people were becoming more educated about gluten intolerance and better-for-you foods. The utter lack of quality options available on the market spurred them to launch The GFB in 2010.