Kellanova's RXBar brand is introducing RXBar High Protein, developed through extensive consumer conversations and testing, the company says. With 18 g of protein and only six ingredients, the bar is also gluten-free, plant-based and naturally sweetened with organic agave nectar.

“This launch represents the next chapter for RXBar,” says Eileen Flaherty, brand marketing director at Kellanova. “We saw a clear gap in the category and knew we could deliver a superior option. Consumers don’t want to settle for bars that promise protein but fall short on taste or transparency. We’re here to offer both.” 

That philosophy is the foundation of RXBar's new brand platform: Proud Sponsor of No B.S.—a commitment to doing things differently in a space crowded with overprocessed products and the overcomplicated claims that clutter the protein bar aisle, RXBar says.

RXBar High Protein is now available in two flavors, Strawberry Peanut Butter and Vanilla Peanut Butter:

• Strawberry Peanut Butter reportedly evokes nostalgic peanut butter and jelly energy with roasted peanuts, jammy fruit, and visible ingredients, akin to a grown-up nutritionally dense version of a PB&J sandwich, featuring strawberry pieces and a satisfying chew.  
• Vanilla Peanut Butter was inspired by the combination of peanut butter and vanilla bean ice cream—a smooth, subtly sweet bar with a cookie dough-like texture and roasted nut finish, the brand claims.

"In our innovation kitchen, every ingredient has to fight for its seat at the table," explains Suzy Singh, the food scientist behind RXBar High Protein Bar. "Pea protein is our texture architect and protein powerhouse. Peanut butter is our flavor hero and binding agent. No ingredient gets a free ride—they all need to have a purpose in creating something that appears simple but performs like nothing else on the market. 18 grams of protein have never tasted this delicious!”  

RXBar High Protein is joined by a new flavor addition to the RXBar Nut Butter & Oat lineup: Lemon Honey Cashew Butter. Inspired by bakery-style flavor pairings and flavor trends, this bar offers a lighter alternative to the dessert-heavy options that dominate the snack aisle, the brand notes.

With 10 g of protein and 18 g of whole grains, each bite reportedly delivers lemon, floral honey, and a hint of salt, layered over oats, seeds and chopped nuts. 

All three products are available now at select Target stores and online at Target.com with additional retail distribution rolling out throughout the summer.

Kellanova (formerly Kellogg’s) is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.