RXBAR Expands Into the Hot Cereal Category

RXBAR has announced its expansion into the hot cereal category with the launch of new RX A.M. Oats, now available in the USA at RXBAR.com.

RXBAR developed RX A.M. Oats to provide consumers with a premium oatmeal option made with real ingredients, increased protein, and delicious flavors. RX A.M. Oats are a simple, convenient breakfast worth waking up for.

“RXBAR is known for disrupting the protein bar category, and now we’re doing the same for oats. 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,” said Victor Lee, CMO, RXBAR.

RX A.M. Oats are made with the same wholesome, high-quality core ingredients found in RXBAR and RX Nut Butter products – egg whites, fruits and nuts – with the addition of gluten-free oats. RX A.M. Oats are available in three delicious flavors – maple, apple cinnamon, and chocolate. Each single-serve flavor is packed with 12g of protein and 6g of fiber.

Consumers can prepare the single-serve cups in one of three ways: with hot water, in the microwave or as overnight oats. RX A.M. Oats are now available for purchase online at RXBAR.com, and will start to roll out in-store at select grocery retailers in September, with plans to expand to additional grocery, natural and specialty retailers this fall.

Hot cereal is the newest category RXBAR is entering into, following a successful expansion into almond and peanut butters. RX Nut Butters are seeing a 13% gain in distribution year-on-year, while the brand’s signature line of bars is available at more than 125,000 locations across the United States.

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