RXBAR Expands Beyond Bars with Launch of Filled 'Protein Energy Bites'

Kellanova-owned clean-label snack brand RXBAR is diversifying its portfolio with a significant format innovation, announcing the launch of RXBAR Protein Energy Bites.

Moving beyond its signature bar format, the new product line aims to disrupt the protein snacking category by targeting the underutilised "bites" segment. While currently accounting for just 1% of the protein and wellness snack market, the brand has identified a growing consumer appetite for smaller, texture-rich options that do not compromise on nutritional density or ingredient simplicity.

Product Architecture and Form

The new bites are engineered to offer a multi-textural experience, featuring a chewy outer layer encasing a creamy peanut butter filling. True to the brand's "No B.S." promise, the formulation relies on a concise list of recognisable ingredients, including peanut butter, egg whites, dates, and apples.

Nutritional Profile (per serving):

Protein: 8–10 grams
Fibre: "Good source" (addressing the fibre gap in standard American diets)
Additives: No added sugar or fillers.

Flavour Variants:

Dark Chocolate Peanut Butter: A chocolatey shell with roasted peanuts and a peanut butter centre.
Strawberry Peanut Butter: A fruit-forward profile with strawberry notes and a peanut butter centre.

The launch represents a calculated move to capture "pick-me-up" snacking occasions where a full bar might be too substantial.

Eileen Flaherty-Yao, Senior Director of Brand Marketing at Kellanova, commented on the expansion strategy:

"RXBAR Protein Energy Bites are a natural next step for the brand. People want convenient, bite-sized snacks made with simple ingredients and great flavour, and this innovation delivers exactly that. By pairing protein with a good source of fibre in a novel format, we're offering an easy way to stay energised no matter what the day looks like, and a whole new way to enjoy RXBAR."

The product is packaged in portable pouches containing two portioned bites, designed for on-the-go consumption. The range is rolling out immediately to retailers nationwide and is also available via the brand's direct-to-consumer platform.