RXBAR is a brand of protein bars produced by Insurgent Brands LLC, a subsidiary of Kellanova. It is made with egg whites, dried fruit, nuts, and dates.
RXBAR products were conceived and initially manufactured by Peter Rahal and Jared Smith, beginning in 2013. Their company, Chicago Bar Co., was acquired by Kellogg's in 2017, and later became part of Kellanova, a spin-off of Kellogg's and eventually, part of Mars Inc.
History
Peter Rahal made the first RXBAR in 2013 in his parents' basement in Glen Ellyn, Illinois with co-founder Jared Smith. Their original recipe used dates, egg whites, coconut, chocolate, and other nuts and dried fruits. Rahal's family, who operated a food manufacturing firm, assisted in sourcing ingredients at favorable prices. The bars were initially marketed directly to CrossFit gyms, and expanded to direct-to-consumer sales via Amazon Marketplace. The packaging of the bars was redesigned in 2015 to emphasize the ingredients list, and Whole Foods Market began carrying RXBAR products that year.[1]