Kellogg Adds RXBar to Snacks Portfolio
Kellogg Co. will acquire Chicago Bar Co. LLC, maker of the RXBar line of clean-label protein bars. The new acquisition will continue operating as a standalone business while leveraging Kellogg's scale and resources to drive growth.
"RXBar is a unique and innovative company. Adding a pioneer in clean-label, high-protein snacking to our portfolio bolsters our already strong wholesome snacks offering," said Kellogg chief executive officer Steve Cahillane. "With its strong millennial consumption and diversified channel presence including e-commerce, RXBar is perfectly positioned to perform well against future food trends."
With a base of egg whites, fruit and nuts encased in unique packaging, each RXBar provides 12 grams of protein in 210-220 calories. The products are available in 11 different flavors, with additional seasonal and limited-time varieties, and are distributed in the U.S. The company also recently launched RXBar Kids, which contain the same core ingredients in kid-friendly flavors and portions.
"We carefully considered who the right partner would be for RXBar's future. We have always been committed to delivering the highest quality products that taste great, and being radically candid and transparent with our consumers, and these priorities remain," said Peter Rahal, ceo and co-founder. "Joining Kellogg is not only a great cultural fit, but it provides us with the tools and resources to accelerate our growth so the brand can scale even faster than it is today."
Kellogg ranks 41st on CGT's list of Top 100 Consumer Goods Companies for 2016.