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

Critical Components to Achieving the Perfect Order

Critical Components to Achieving the Perfect Order

Oracle NetSuite | 24-May-2021 | Technical / White Paper

By achieving the perfect order, merchants will delight customers with the ultimate, omnichannel experience of buy anywhere, fulfill anywhere and return...

A Guide to Winning in the esports Market in 2021

A Guide to Winning in the esports Market in 2021

Glanbia Nutritionals | 19-May-2021 | Insight Guide

The esports market, estimated to hit nearly $1 billion in global revenue streams in 2020,1 has become a global phenomenon with international tournaments,...

Formulate a Superior Prebiotic Snack Bar

Formulate a Superior Prebiotic Snack Bar

Solnul™ | 11-May-2021 | Application Note

Arguably the king of snacks, the snack bar continues to be at the forefront of the functional food category. Prebiotics are a rising ingredient that is...

Related suppliers

Follow us


View more