Created for consumers seeking a high protein snack, RXBar launched RXBar High Protein, a snack bar offering 18g of protein and made with six ingredients. The gluten-free, plant-based bar is sweetened with organic agave nectar. Offered in two flavors — Strawberry Peanut Butter and Vanilla Peanut Butter — the high protein bar has a cookie-dough-like texture and a roasted nut finish.
RXBar has also rolled out a new flavor to its Nut Butter & Oat lineup. Inspired by bakery-style flavor pairings and trends, Lemon Honey Cashew Butter serves as “a lighter alternative” for the snack aisle. It contains 10g of protein and 18g of whole grains, while each soft bar combines lemon, honey, and salt with oats, seeds, and chopped nuts.
What they are saying
“This launch represents the next chapter for RXBar,” said Eileen Flaherty, brand marketing director at Kellanova, about the new high protein bars. “We saw a clear gap in the category and knew we could deliver a superior option. Consumers don’t want to settle for bars that promise protein but fall short on taste or transparency. We’re here to offer both.”
“In our innovation kitchen, every ingredient has to fight for its seat at the table,” explained Suzy Singh, the food scientist who developed the RXBar high protein bar, in a release. “Pea protein is our texture architect and protein powerhouse. Peanut butter is our flavor hero and binding agent. No ingredient gets a free ride.”
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