RXBAR Introduces its First Plant-Based Protein Bar

RXBAR has introduced its first-ever plant-based protein bars, which fans have been highly anticipating. 

Traditionally, RXBAR uses egg whites as its main source of protein, but with the plant-based product, the company is replacing this signature ingredient with ten grams of plant-based protein.

“Fans have been asking for a plant-based RXBAR for quite some time,” said Jenny Lindquist, director of experience planning at RXBAR, in a press release.

RXBAR Plant has a new recipe, taste and texture available in two flavors: Chocolate Chip and Peanut Butter. Both bars are made with five ingredients: dates, nuts, oats and a blend of pea and almond protein. The product has zero grams of added sugar but has a soft and chewy texture created by adding gluten-free oats giving the bar a competitive edge.

“Today, we answered that call with a plant-based protein bar that delivers on both quality and taste, both essential to us in the development of RXBAR Plant. That’s why it has been nearly two years in the making, to make sure we did it right,” Lindquist added.

The company stated that because of the massive shift towards plant-based eating, RXBAR wanted to support its fans by moving in the same direction and allowing plant-based consumers looking for new products to join the RXBAR fan base.

“Plant-based protein bars that taste great and give you nutrients you need can be difficult to find, but RXBAR Plant comes through on both fronts,” said RXercise ambassador and registered dietitian Mia Zarlengo. “The blend of pea and almond protein in RXBAR Plant provides essential amino acids, or building blocks of protein, our bodies need to build muscle, making it great on-the-go fuel for anyone following a more plant-forward diet.”

RXercise is the company’s summer program that will be available on Instagram and IGTV to help fans “Plant Good Habits.” The company will provide viewers with daily wellness practices, tips and educational sessions. Some ambassadors of the program include Zarlengo, fitness and mindfulness guru Ally Love and gym owner/fitness instructor Peter Kraus. 

Other competitors in this market include Larabar, Kind, Simply Protein, Vega and more. The vegan protein bar market is expected to reach $253 million by 2026 at a CAGR of 9.10 percent from 2019 to 2026. The non-plant-based protein bars market is somewhat crowded as it was valued at $4.66 billion in 2019.  By entering a plant-based protein bar market, RXBAR is moving in the right direction.