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RXBAR debuts single-serve oatmeal cups

12-Aug-2019 - Last updated on 12-Aug-2019 at 16:27 GMT

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.