RXBAR
Clean-label protein bar brand known for "No B.S." ingredient transparency. Co-founded in 2013 and acquired by Kellogg's for $600M in 2017.
The Story
RXBAR is a clean-label protein bar brand that disrupted the snack industry with its signature "No B.S." ingredient transparency — prominently displaying simple ingredients like egg whites, nuts, and dates on the front of every wrapper.
Co-founded in 2013 by Peter Rahal and Jared Smith, the Chicago-based brand grew rapidly through grassroots marketing and paleo-friendly positioning before being acquired by Kellogg's for approximately $600 million in 2017.
RXBAR offers a portfolio including original protein bars, RX Minis, RX A.M. Bars, and RX Nut Butter, all made without artificial ingredients, added sugar, or unnecessary fillers. The brand remains a category leader in the better-for-you snack space.
Key Facts & Metrics
Products
RX Minis
Bite-sized protein snacks with the same simple ingredients as full-size RXBARs. Perfect for portion control and on-the-go energy with the same no-B.S. ingredient transparency.
RX Nut Butter
No-added-sugar nut butter made with simple ingredients like cashews and egg whites. A clean-label spread for snacking and baking with no artificial preservatives.
RXBAR Blueberry
Clean-label protein bar made with real blueberries and simple ingredients. Provides 12g of protein with no added sugar, artificial flavors, or fillers.
RXBAR Mixed Berry
Clean-label protein bar with 12g protein and no artificial ingredients. Made with simple ingredients like egg whites, nuts, and dates for a delicious, nutrient-dense snack on the go.
Company Timeline
2013 — Co-founded RXBAR
Co-founded by Peter Rahal and Jared Smith in Chicago, IL
2017 — Acquired by Kellogg's
RXBAR acquired by Kellogg's for approximately $600 million
2018 — Product line expansion
Expanded product line to include RX Minis, RX A.M. Bars, and RX Nut Butter
