News in brief

RXBAR debuts single-serve oatmeal cups

By Elaine Watson contact

- Last updated on GMT

Picture: RXBAR
Picture: RXBAR

Related tags: RXBAR, oatmeal, Breakfast

Protein-fueled brand RXBAR has moved into the hot cereal category with the launch of RX A.M. Oats, single-serve oatmeal cups, which will debut on its website and will hit select grocery retailers in the fall.

The oatmeal cups, which feature egg whites, fruit, nuts and gluten-free oats, contain 12g of protein and 6g of fiber per serving, and can be prepared in three ways: with hot water, in the microwave, or as overnight oats.  

"RXBAR is known for disrupting the protein bar category, and now we're doing the same for oats​," said Victor Lee, chief marketing officer at RXBAR, which was acquired by Kellogg in 2017 for $600m.

"We're committed to providing foods with simple, real food ingredients that taste good and are good for you, and new RX A.M. Oats are no exception."

RXBAR - which laid off 40 employees in December despite strong sales - is best-known for its protein bars, but has recently expanded into nut butters and kids' bars. It has also created Insurgent Brands as an umbrella company to build new brands such as snack bar line TIG, which is made with a base of lentils, chickpeas and wild rice.

Related news

Show more

Related products

show more

Celery Juice and the Health-Conscious Consumer

Celery Juice and the Health-Conscious Consumer

Florida Food Products | 25-Oct-2019 | Technical / White Paper

Celery juice is an on-trend beverage ingredient with sought-after health benefits. Given its popularity, it’s no surprise that celery juice is showing...

Create plant-based products that consumers prefer

Create plant-based products that consumers prefer

Archer Daniels Midland Company | 21-Oct-2019 | Technical / White Paper

It takes more than just knowing what protein options exist to create irresistible, consumer-preferred foods. As products starring plant-based proteins...

REAL Eggs Integral Role in Baking White Paper

REAL Eggs Integral Role in Baking White Paper

American Egg Board | 06-Oct-2019 | Technical / White Paper

By enhancing ingredient statements, REAL Eggs contribute to gold standard quality. In a world where consumer expectations evolve at sometimes dizzying...

Related suppliers

Follow us

Featured Events

View more


View more