RXBAR, the Chicago company that gained popularity through its ingredient-conscious protein bars, is expanding into a breakfast vertical with a new line of hot cereal.
RX A.M. Oats, made from many of the same ingredients in RXBARs, contain one egg white, nine almonds, one date, a third cup of oats and natural flavoring. Each 12-ounce, single-serve portion has 12 grams of protein, 6 grams of fiber and is only 250 calories.
The oats come in three flavors: Maple, apple cinnamon and chocolate. And it can be prepared by pouring hot water over it or by heating the oatmeal with water in the microwave.
"RXBAR is known for disrupting the protein bar category, and now we're doing the same for oats," said RXBAR’s Chief Marketing Officer Victor Lee in a statement. "We're committed to providing foods with simple, real food ingredients that taste good and are good for you, and new RX A.M. Oats are no exception."
RX A.M. Oats are available on RXBAR’s website and will soon be available in grocery retailers in September. RXBAR says its protein bars are sold at more than 125,000 locations across the U.S. In addition to protein bars and oatmeal, RXBAR also sells almond and peanut butters, products it revealed last year.
RXBAR, founded in 2013 by Peter Rahal, was acquired by breakfast and snack food conglomerate Kellogg for $600 million in 2017. Last year, the startup moved into a new River North office.
