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Mars Snacking brand RXBAR has expanded its High Protein product range with the introduction of its Chocolate Chip Peanut Butter bar, delivering 19 grams of plant-based protein.

The product launch is designed to meet growing retail and consumer demand for clean-label, high-protein snacking options. The rollout introduces a classic confectionery taste profile to the brand's simplified, transparent ingredient format, allowing retail partners to capture incremental sales in the active nutrition and wellness segments.

The expansion of the high-protein category remains a primary driver of volume growth within the portable snack sector. Historically considered a niche functional product for athletes, high-protein bars have transitioned into an everyday consumer expectation.

According to market insights, this shift is increasingly led by younger demographics, such as Generation Z and Millennial shoppers, who prioritise both nutritional value and strict transparency regarding ingredient lists.

Leslie Serro, Mars Snacking's Vice President of Marketing for RXBAR, stated that high protein is no longer a niche consumer requirement but an everyday retail expectation. She noted that modern consumers actively seek products that deliver functional benefits alongside simple, recognisable ingredient decks, without requiring a compromise on sensory enjoyment.

Formulation and Product Portfolio

To align with the brand’s core positioning of simplicity and ingredient transparency, the new bar is manufactured without artificial additives, chemical preservatives, or complex protein blends.

The product is formulated with a plant-based pea protein base and contains six simple ingredients. The product specifications include:

• Nutritional Metrics: Each bar delivers 19 grams of plant-based protein to support daily energy and active recovery.

• Ingredient Standards: Prepared using a clean-label base of peanut butter, chocolate, agave nectar, and pea protein, containing no artificial flavours or synthetic ingredients.

• Sensory Profile: Offers a soft, chewy texture with visible chocolate chunks, balanced by roasted peanut butter, a subtle sweetness from agave nectar, and warm notes of vanilla.

The addition of the new variant expands the brand’s functional plant-based lineup, offering retailers a balanced selection of nutty and fruit-forward profiles. The complete High Protein portfolio now comprises three distinct variants:

🍫 Chocolate Chip Peanut Butter – A rich blend of roasted peanut butter and chocolate chunks with a hint of vanilla.

🍓 Strawberry Peanut Butter – A sweet, fruit-infused peanut-butter-based protein option.

🍦 Vanilla Peanut Butter – A smooth, classic vanilla and peanut butter combination.

The new High Protein Chocolate Chip Peanut Butter bar is entering retail distribution channels, joining the brand’s wider portfolio of clean-label protein snacks in the functional food aisle.