RxBar shakes up breakfast with granola, Craft Batch innovations

RxBar is launching a line of granola that comes in three varities, as well as its first Craft Batch flavor.
Gisselle Gaitan
Online Editor
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rxbar granola

RxBar is continuing its mission of helping consumers skip the B.S. with its products by debuting two new lines.

First up, the brand is debuting a line of granola that comes in three flavors, contains 10 g of protein and delivers light and crispy clusters with every bite.

Flavors part of the line include:

  • Original: It contains 4 tbsp of oats, two egg whites, one date and 14 almonds per serving;
  • Chocolate: Made with 4 tbsp of oats, two egg whites and 14 almonds per serving; and
  • Peanut Butter: It contains 4 tbsp of oats, two egg whites, one date and 20 peanuts.

“Fans of RxBar trust us for our no B.S. approach to snacking and new RxBar Granola delivers on just that,” said Eileen Flaherty, senior brand manager at RxBar. “Thanks to simple, protein-packed ingredients, RxBar Granola has an unbeatable crunch, flavor and texture that will fuel fans’ active lifestyles and upgrade their breakfast, lunch or snack game from here on out.”

[Read more: RxBar introduces new line of A.M. protein bars]

rxbar strawberry craft batch

The other new product launch from the brand is its Craft Batch collection, which is a yearly initiative to debut new and elevated flavors created with consumer trends and fan feedback in mind, the company said.

In the strawberry flavor, consumers can expect to find egg whites for protein, dates to bind, almonds for texture and 12 g of protein.

“The Craft Batch flavor selection process directly engages RxBar fans to better cater to their ever-evolving palates and desire for variety,” said Flaherty. “Strawberry was selected as the first Craft Batch flavor after feedback revealed a growing craving for a real strawberry taste from the healthy lifestyle bars market.”

[Read more: Kashi sweetens breakfast with maple waffle cereal]

RxBar’s granola is available at retailers nationwide in an 11-oz. bag that retails for $6.99 and the strawberry Craft Batch product will be available online and at retailers nationwide later this year for a suggested retail price of $2.79 per bar.