Kellanova’s RXBar debuts high-protein snack

USA – Kellanova’s RXBar brand has announced the launch of its new RXBar High Protein, developed through extensive consumer research and testing.

Each bar contains 18 grams of protein and only six ingredients, making it gluten-free, plant-based, and naturally sweetened with organic agave nectar.

“This launch represents the next chapter for RXBar. We identified a clear gap in the market and knew we could provide a superior option. Consumers don’t want to settle for bars that promise protein but fall short on taste or transparency. We aim to deliver both,” said Eileen Flaherty, brand marketing director at Kellanova.

Flaherty’s philosophy is the foundation of RXBar’s new brand platform, “Proud Sponsor of No B.S.” It reflects a commitment to doing things differently in a market saturated with overprocessed products and confusing claims about protein bars.

The Strawberry Peanut Butter flavor evokes a nostalgic peanut butter and jelly experience, featuring roasted peanuts and jammy fruit, making it a nutritionally dense version of a PB&J sandwich, complete with strawberry pieces and a satisfying chew.

On the other hand, Vanilla Peanut Butter combines the flavors of peanut butter and vanilla bean ice cream, resulting in a smooth, subtly sweet bar with a cookie dough-like texture and a roasted nut finish.

“In our innovation kitchen, every ingredient has to fight for its spot at the table. Pea protein serves as our texture architect and protein powerhouse, while peanut butter is our flavor hero and binding agent. Every ingredient must justify its purpose in creating something that appears simple but performs unlike anything else on the market. 18 grams of protein have never tasted this delicious!” explained Suzy Singh, the food scientist behind the RXBar High Protein.

Additionally, RXBar has introduced a new flavor to the RXBar Nut Butter & Oat lineup: Lemon Honey Cashew Butter. Inspired by bakery-style flavor pairings and current flavor trends, this bar offers a lighter alternative to the dessert-heavy options that dominate the snack aisle.

Kellanova, formerly known as Kellogg Company and commonly referred to as Kellogg’s, is an American multinational food manufacturing company based in Battle Creek, Michigan.

Kellanova produces and markets convenience foods and snack items, including crackers, breakfast cereals, and toaster pastries, with products available in over 180 countries.

The company markets several well-known brands, including Kellogg’s, Rice Krispies Treats, Pringles, Eggo, and Cheez-It. Outside of North America, Kellanova sells cereals such as Corn Flakes, Rice Krispies, Frosties, and Coco Pops.

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