Kellogg’s Rxbar launches new protein bar line

Kellogg’s-owned brand Rxbar has announced the launch of its new range of protein bars, called Rxbar AM.

Rxbar AM features three flavours: honey cinnamon peanut butter, chocolate and blueberry. The bars contain 10g of protein per serving and are made with ingredients such as soft-rolled oats, creamy nut butter, honey, egg whites, crispy brown rice and pumpkin seeds. 

“We know consumers today prioritise their wellness more than ever…” said Eileen Flaherty, senior brand manager at Rxbar. “Rxbar AM is bringing an [BS-free] approach to morning bars, offering everything you would expect from Rxbar, with 10g of protein and simple ingredients, in a new, soft and crispy texture. Each bar pairs perfectly with morning coffee and is easily enjoyed while on-the-go.”

Rxbar AM is available at Whole Foods and Target and will roll out at other national and local retailers throughout the summer. The protein bars are sold at an SRP of $2.49 per bar, $8.99 for a four-count and $9.99 for a five-count box.