RXBAR, a small, Chicago-based protein bar company known for their simple, “no B.S.” ingredients, has recently sold their company to Kellogg for $600 million, showing America that healthier, non-intrusive options have never been in higher demand in today’s food market.
Whether you’re working out, on the go, or looking for a quick energy boost at work, protein bars provide that kick your body needs to keep on task. However, in addition to vital proteins, vitamins, and minerals, most bars on the shelves are still laden with unnecessary sugars, high fructose corn syrup, and artificial nonsense.
This same conclusion was reached by Peter Rahal, Co-Founder of RXBAR, and in an interview with FOX Business, stated that, “The question was for us as a consumer, why are all the protein bars, you know, cutting corners? Why isn’t there a natural one? Why isn’t there a better for you one with clean ingredients? And we just couldn’t find one.” Together with his best friend, Jared Smith, they set out to solve that problem.
Is it asking too much for simple, natural food?
RXBAR began as a simple experiment in the kitchen of Peter’s parents, but when the imagined potential became a reality, they quickly grew and upsized, moving from the kitchen to the basement, from the basement to a rented kitchen space, and finally to a full facility in 2017.
Their product, the RXBAR, is the first protein bar of its kind, listing every base ingredient plainly on the package; 3 egg whites, 6 almonds, 4 cashews, 2 dates, fruits, spices, pure cacao and cocoa, and of course, “no B.S.”. It comes in a plethora of tasty flavors and can now be found on shelves all across America in Target, Starbucks, Trader Joe’s, and Whole Foods Market.
But RXBAR doesn’t have to be the only story of success. Peter later explains, “The thing with the consumer packaged food business is trends shift fast and it’s hard to move supply chains, so often the entrepreneurs are the ones that are agile and can react fast, and often are able to serve the customer and fill that demand faster.” RXBAR’s $600 million deal could very well be the first in a long line of startups changing the trends of the food industry.
All it takes to make a difference is investment, perseverance, and a vision for a healthier tomorrow.
For more information, or to try their product for yourself, visit www.rxbar.com.