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Mars Snacking brand RXBAR has expanded its autumn product platform with the introduction of RXBAR Nut Butter & Oat Apple Pie, marking the brand's first new seasonal flavour in more than four years.
Rolling out across US retail channels for a limited time starting in August 2026, the launch enters the seasonal snack category as food manufacturers increasingly target apple-inspired profiles alongside established pumpkin spice formats.
The line extension expands the brand's Nut Butter & Oat platform, combining simple ingredients with functional protein positioning to capture seasonal snacking occasions.
Seasonal Flavour Trends
The introduction of the Apple Pie variant reflects expanding consumer demand for orchard-inspired fruit profiles during early-autumn retail trading.
Regina Cabrera, Senior Brand Manager at Mars Snacking, stated that the development strategy focused on capturing nostalgic autumn dessert profiles using simple, recognisable ingredients in a portable format.
The seasonal line enters commercial distribution across two distinct SKU variations:
🍎 Nut Butter & Oat Apple Pie: Formulated with whole grain oats, cashews, egg whites, and wildflower honey, delivering 10g of protein and dietary fibre per serving with flavour notes of cooked apples, cinnamon, and pastry.
🎃 Pumpkin Spice 12g Protein Bar: A returning seasonal bar containing cinnamon, pumpkin, cloves, egg whites, dates, and nuts, providing 12g of protein per serving.
Nut Butter and Oat Product Platform
The new Apple Pie bar joins RXBAR's core Nut Butter & Oat line, which pairs rolled oats and nut butter with egg white protein.
The permanent Nut Butter & Oat portfolio includes existing flavour options such as Honey Cinnamon Peanut Butter, Dark Chocolate Peanut Butter, and Blueberry Cashew Butter.
By introducing limited-time offerings (LTOs) into the sub-brand, the enterprise aims to drive category velocity and trial among health-conscious consumers seeking chewy-crispy textured snack options.
Retail Distribution and Pricing
The limited-time autumn range will commence physical retail distribution across US grocery, mass, and speciality stockists in August 2026.
Both seasonal SKUs are formatted in identical retail packaging tiers:
Single-Serve Format: Offered in individual 1-bar units at a suggested retail price (MSRP) of US$2.79.
Multi-Pack Format: Packaged in 5-count retail cartons at an MSRP of US$11.99.
The dual packaging formats enable the manufacturer to target both immediate-consumption impulse channels and planned household grocery purchasing during the autumn retail window.
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