Core Insights - RXBAR has launched a new high-protein bar, RXBAR High Protein, featuring 18g of protein and only six recognizable ingredients, aimed at providing a better-tasting and simpler option in the protein bar market [1][2] - The brand emphasizes transparency and quality, positioning itself against overprocessed products with its new platform "Proud Sponsor of No B.S." [2] - The RXBAR High Protein is available in two flavors: Strawberry Peanut Butter and Vanilla Peanut Butter, designed based on consumer feedback and flavor nostalgia [3][4] Product Details - RXBAR High Protein contains 18g of protein, with pea protein as a key ingredient for texture and nutritional value, and peanut butter for flavor [5] - A new flavor, Lemon Honey Cashew Butter, has been introduced to the RXBAR Nut Butter & Oat lineup, featuring 10g of protein and 18g of whole grains, designed to be a lighter snack option [5][6] - All products are currently available at select Target stores and online, with plans for broader retail distribution [6] Market Context - Consumer preferences indicate that taste is a top priority for high-protein bar buyers, yet studies show that less than half perceive these products as tasty [7] - Kellanova, the parent company of RXBAR, reported net sales of approximately $13 billion for 2024 and aims to become a leading snacks-led powerhouse [8] - Kellanova is committed to promoting sustainable food access and aims to create better days for 4 billion people by 2030 [9]