CHICAGO —RXBAR, a wholesome snack brand with products made from simple ingredients, has debuted its first-ever plant-based protein bar. The all-new RXBAR Plant is made with 10 grams of plant-based protein in place of RXBAR’s signature egg whites and is now available nationwide on RXBAR.com and hitting shelves at several retailers including Target and Kroger, with more to come.
“Fans have been asking for a plant-based RXBAR for quite some time,” said Jenny Lindquist, director of experience planning, RXBAR. “We answered that call with a plant-based protein bar that delivers on quality and taste, both essential to us in the development of RXBAR Plant. That’s why it has been nearly two years in the making, to make sure we did it right.”
RXBAR Plant has a new recipe, taste and texture, and comes in flavors Chocolate Chip (inspired by the taste of cookie dough) and Peanut Butter. True to the brand’s signature “No B.S.” approach, both are made with five core ingredients: dates, nuts, oats and a blend of pea and almond protein for a high-quality protein bar to keep consumers fueled, even without the egg whites. RXBAR Plant also has 0 grams of added sugar, the shortest list of ingredients among its competitive set, and a new soft, chewy texture from the addition of whole grain gluten-free oats.
With plant-based eating growing at a rapid pace — 29% year over year, according to SPINS Natural Enhanced +MultiOutlet, 2021 — RXBAR Plant is the latest step in the brand’s commitment to supporting consumers’ evolving needs and goals. In addition to providing existing fans with another option, the company is now expanding into a new group of consumers looking for convenient plant-based protein.
“Plant-based protein bars that taste great and provide the nutrients you need can be difficult to find, but RXBAR Plant comes through on both fronts,” said Mia Zarlengo, RXercise ambassador and registered dietitian. “The blend of pea and almond protein in RXBAR Plant provides essential amino acids, or building blocks of protein, that our bodies need to build muscle, making it great on-the-go fuel for anyone following a more plant-forward diet.”
