RxBar enters the cereal aisle


There’s a new breakfast offering from RxBar hitting shelves.

The Chicago-based company announced the launch of its new cereal line, which contains such ingredients as plant-based protein.

Inspired by some of its protein bars, Rx Cereal is available in three varieties — chocolate almond, vanilla almond and strawberry.

“We’re strong believers in taking an honest, straightforward approach to food and using simple ingredients and protein to help fans fuel their day,” Jason Moraff, vice president of marketing at RxBar said. “That’s why we created Rx Cereal, to bring that approach to a category that needs more wholesome, convenient options that not only taste amazing but are made with real ingredients people recognize.”

Made with such ingredients as brown rice, almonds and fruit, each serving contains 11 to 12 g of plant-based protein and 3 to 4 g of fiber.

Currently, Rx Cereal is available online at and at Walmart. It will launch at additional locations in the coming months.