60-second interview: Peter Rahal, co-founder, RXBAR (Chicago Bar Company LLC)

RXBAR CEO on teaming up with Kellogg: 'Six months ago we reached a tipping point...'

By Elaine Watson

- Last updated on GMT

RXBAR co-founder explains rationale behind Kellogg deal
Protein bar brand RXBAR was recently scooped up by Kellogg in a $600m deal. FoodNavigator-USA caught up with co-founder Peter Rahal to discuss the rationale behind the deal...

We began by asking why Rahal and co-founder Jared Smith - who launched their egg-white-protein-packed brand in 2013 - decided to get into bed with a multinational​...

Why sell now? Did you enter this process looking for a strategic investor, or were you looking to sell the business outright?

We’ve always had the best interest of all our stakeholders in mind. Six months ago we reached a tipping point. My partner Jared and I decided to be proactive and make a plan to stay ahead of the curve to ensure we could continue our exponential growth. Selling outright was the best opportunity for us.

Were you entertaining offers from other strategics, and what made you pick Kellogg?

We took great care when selecting a partner to support our growth. We’re excited to be part of team Kellogg and know they’ll be a great partner. One - they give us more muscle; they’ll provide tools and resources that will allow us to scale quickly. Two - we have similar values, and they’re onboard with protecting our people and how we work.

Aside from additional resources, what can Kellogg bring to the table that you could not have achieved under your own steam? 

Access to distribution and R&D resources are two key factors, but Kellogg really ​helps us address time. Meaning they’ll help us scale more quickly than we could on our own. They’ll also support our in-store execution and provide global reach. Everything will be faster with them, without losing the quality we’ve established.

Can your brand extend beyond protein bars?

Absolutely. We’re looking to be a snacking platform. We want to bring innovative, clean-label snacks to more people.

Can you see yourself staying with Kellogg longer term – have you signed a deal saying you will stay on for a certain length of time?

Yes, my intention is to work with Kellogg long term.

Where are the bars currently manufactured and will this change under the new ownership?

We’ll continue to manufacture our bars with our existing partner. 

Read more about RXBAR HERE​,​ HERE​ and HERE​.

Interested in protein snacks?

protein snacks webinar

Register HERE​ for our FREE 60-minute webinar on October 25 featuring Epic Provisions, Our Little Rebellion, Vega and Chirps...


Related news

Show more

Related products

show more

Future Food-Tech San Francisco, March 21-22, 2024

Future Food-Tech San Francisco, March 21-22, 2024

Content provided by Rethink Events Ltd | 11-Jan-2024 | Event Programme

Future Food-Tech is the go-to meeting place for the food-tech industry to collaborate towards a healthier food system for people and planet.

How Tech Transforms Pea Protein Production

How Tech Transforms Pea Protein Production

Content provided by Roquette | 13-Nov-2023 | Case Study

Roquette's Canadian pea protein facility is embracing technology-driven changes in production. Key developments include:


Related suppliers

1 comment

Rx Bars are GREAT !

Posted by Dave Macias,

The Best backpacking bar out there, they are hearty, great taste and have a number of flavors that all taste GREAT ! Hopefully Kellogg's will help with distribution and marketing. Eating one RX bar is not only healthy it is satisfies the hunger and stays with you as you expert yourself hiking, Also a great tasting comfort food, we cut the bars into pieces of various flavors and drink a hot drink with them in morning before setting out.

Report abuse

Follow us


View more