RxBar expands into hot cereal category

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RxBar expands into hot cereal category

RxBar may be known for its protein bars and nut butters, but now the brand is looking to be recognized for something else.

Shoppers can now find its hot cereal offerings — Rx A.M. Oats on shelves.

Made with oatmeal, increased protein and such ingredients as egg whites, fruits and nuts, the oats are available in three flavors — maple, apple cinnamon and chocolate.

"RxBar is known for disrupting the protein bar category, and now we're doing the same for oats," Victor Lee, the CMO of RxBar said. "We're committed to providing foods with simple, real food ingredients that taste good and are good for you, and new Rx A.M. Oats are no exception."

Each single-serve cup of Rx A.M. Oats contains 12 g of protein, 6 g of fiber and can be prepared in hot water, the microwave or as overnight oats, the company said.

Rx A.M. Oats are now available for purchase on the company’s website and will begin rolling out in select grocery store retailers in September. Further availability in additional grocery, natural and specialty retailers is to follow in the fall.