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With ingredients you can recognize, RXBAR proves once again that you can keep it simple without compromising on taste and nutrition

CHICAGO , June 3, 2025 /PRNewswire/ -- Today's consumers have high expectations when it comes to their snacks. They want protein that powers them throughout the day, without a long list of ingredients, artificial sweeteners, or a chalky aftertaste. They also want snacks that offer unique flavors and, to put it simply, taste good*. While this may seem like a tall order, RXBAR, a brand known for its use of simple ingredients, is stepping up with an innovation that finally delivers on both function and flavor, and leaves out the B.S.

Introducing RXBAR High Protein — a first-of-its-kind offering developed through extensive consumer conversations and testing to answer the call for a simpler, better-tasting high-protein bar. With 18g of protein, just six recognizable ingredients, and a creamy, satisfying texture, it's a bar made to support strength without compromise. It's also gluten free, plant based and naturally sweetened with organic agave nectar — a sharp contrast to the engineered, filler-heavy options currently lining shelves.

"This launch represents the next chapter for RXBAR," said Eileen Flaherty, Brand Marketing Director at Kellanova. "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."

That philosophy is the foundation of RXBAR's new brand platform: Proud Sponsor of No B.S. — a commitment to doing things differently in a space crowded with overprocessed products and the overcomplicated claims that clutter the protein bar aisle. It's about spotlighting what matters: ingredients with purpose, flavors that hold up, and benefits you don't have to decode.

RXBAR High Protein is now available in two delicious flavors — Strawberry Peanut Butter and Vanilla Peanut Butter — each delivering a distinct sensory experience shaped by both flavor memory and consumer feedback.

Strawberry Peanut Butter evokes nostalgic peanut butter and jelly energy with roasted peanuts, jammy fruit, and visible ingredients, akin to a grown-up nutritionally dense version of a PB&J sandwich, featuring bright strawberry pieces and a satisfying chew.

Vanilla Peanut Butter was inspired by the beloved combination of peanut butter and vanilla bean ice cream — a smooth, subtly sweet bar with a cookie-dough-like texture and roasted nut finish.

"In our innovation kitchen, every ingredient has to fight for its seat at the table," explains Suzy Singh, the food scientist who cracked the code on RXBAR High Protein Bar. "Pea protein is our texture architect and protein powerhouse. Peanut butter is our flavor hero and binding agent. No ingredient gets a free ride — they all need to have a purpose in creating something that appears simple but performs like nothing else on the market. 18 grams of protein have never tasted this delicious!"

While RXBAR High Protein leads the innovation story, it's joined by a new flavor addition to the RXBAR Nut Butter & Oat lineup: Lemon Honey Cashew Butter. Inspired by bakery-style flavor pairings and flavor trends, this bar offers a lighter alternative to the dessert-heavy options that dominate the snack aisle.

With 10g of protein and 18g of whole grains, each soft yet crispy bite delivers lemon, floral honey, and a hint of salt, layered over oats, seeds and chopped nuts. It's a flavor-forward bar that can pick you up during the midday slump.

All three products are available now at select Target stores and online at Target.com with additional retail distribution rolling out throughout the summer. For updates, product information, or to follow along, head to @rxbar or visit RXBAR.com.

*Taste is a top priority for high-protein bar buyers, but studies show that fewer than half of buyers perceive these products as actually tasty (Mintel, 2021).

About Kellanova

Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles®, Cheez-It®, Pop-Tarts®, Kellogg's ® Rice Krispies Treats®, RXBAR®, Eggo®, MorningStar Farms®, Special K®, Coco Pops®, and more, Kellanova's vision is to become the world's best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2024 were approximately $13 billion.

At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com.

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SOURCE Kellanova