Rxbar

Rxbar

RXBAR logo

Rxbar is a brand of protein bars known for its minimalist packaging and simple ingredients. The company was founded in 2013 by Peter Rahal and Jared Smith in Chicago, Illinois. Rxbar quickly gained popularity due to its straightforward approach to nutrition, emphasizing transparency and whole food ingredients.

History

Rxbar was created out of a desire to produce a protein bar that was both nutritious and free from unnecessary additives. The founders, Rahal and Smith, started the company in Rahal's parents' basement, initially selling their products at local CrossFit gyms. The brand's rapid growth was fueled by its unique marketing strategy, which focused on the simplicity and clarity of its ingredients.

In 2017, Rxbar was acquired by the Kellogg Company for $600 million, allowing the brand to expand its reach and production capabilities. Despite the acquisition, Rxbar has maintained its commitment to using simple, whole food ingredients.

Product Line

Rxbar's product line includes a variety of protein bars, each made with a base of egg whites, nuts, and dates. The bars are known for their distinctive packaging, which prominently displays the core ingredients on the front of the wrapper.

Four RXBars in wrappers

The brand offers a range of flavors, including Chocolate Sea Salt, Peanut Butter, and Blueberry. Each bar contains no added sugar, gluten, soy, or dairy, making them suitable for a variety of dietary preferences.

In addition to their classic protein bars, Rxbar has expanded its product offerings to include Rx Nut Butter and Rx A.M. Oats, which follow the same philosophy of using simple, whole ingredients.

Ingredients

The primary ingredients in Rxbar products are egg whites, nuts, and dates. Egg whites provide a source of high-quality protein, while nuts offer healthy fats and additional protein. Dates are used as a natural sweetener, eliminating the need for added sugars.

The brand prides itself on using no artificial flavors, preservatives, or fillers. This commitment to simplicity is reflected in their "No B.S." slogan, which emphasizes the absence of unnecessary ingredients.

Marketing and Branding

Rxbar's marketing strategy is centered around transparency and simplicity. The packaging design is minimalistic, with a focus on the core ingredients listed in large, bold text. This approach has resonated with consumers seeking clean and honest food options.

The brand has also leveraged social media and influencer partnerships to reach a wider audience, particularly among health-conscious individuals and fitness enthusiasts.

Acquisition by Kellogg

In October 2017, the Kellogg Company announced its acquisition of Rxbar for $600 million. This acquisition allowed Rxbar to benefit from Kellogg's extensive distribution network and resources, facilitating further growth and product development.

Despite the acquisition, Rxbar has continued to operate as a standalone business, maintaining its brand identity and commitment to simple ingredients.

Related Pages

• Protein bar
• Kellogg Company
• Whole food
• CrossFit