RXBAR Expands Beyond the Bar with New Protein Energy Bites

Rhea-AI Summary

RXBAR (K) launched Protein Energy Bites on December 8, 2025, expanding the brand beyond bars with a bite-sized snack format.

Each pouch contains two portioned bites that deliver 8–10 grams of protein per serving and a good source of fiber. The bites use simple ingredients including peanut butter, egg whites, dates, and apples and come in two flavors: Dark Chocolate Peanut Butter and Strawberry Peanut Butter. The product emphasizes multi-texture appeal (chewy outer layer, creamy peanut butter filling) and is available nationwide and online at RXBAR.com. The release cites category data showing bites represent about 1% of the protein and wellness snack category (NielsenIQ, 52 weeks ending March 8, 2025).

Key Figures

Category share 1% Bites share of protein and wellness snack category

Protein per serving 8–10 grams RXBAR Protein Energy Bites nutritional content

Portion size 2 bites Number of bites per portable pouch

Data period 52 weeks NielsenIQ PWS Database period ending March 8, 2025

Market Reality Check

$83.14 Last Close

Volume Volume 4,642,717 is 1.77x the 20-day average of 2,621,480, indicating elevated pre-news activity. high

Technical Shares trade above the 200-day MA of 81.45, near the 83.65 52-week high.

Peers on Argus

Packaged foods peers show mixed, modest moves (e.g., GIS -0.02%, KHC -0.77%, SJM +0.60%), suggesting today’s setup around K is more stock-specific than a broad sector trend.

Historical Context

Date	Event	Sentiment	Move	Catalyst
Dec 02	Sports marketing tie-in	Positive	+0.1%	Expanded Pop-Tarts Bowl mascots and media engagement, reinforcing brand visibility.
Dec 01	Co-branded product launch	Positive	-0.7%	New K-Cup flavor with Pop-Tarts branding tied to Pop-Tarts Bowl event.
Dec 01	Tech trends outlook	Positive	-0.7%	Outlined five CPG tech trends and data on promotion effectiveness and sales.
Nov 25	Workforce training program	Positive	+0.1%	E&I technician pilot program to address skilled-labor gaps at Pringles plant.
Nov 24	Sustainability partnership	Positive	+0.0%	Partnership with Walmart and Indigo Ag to expand regenerative rice farming.

Pattern Detected

Recent news flow has focused on brand marketing, partnerships, tech enablement, and sustainability. Price reactions to these generally positive updates have been small, with a mix of mild alignments and occasional selloffs on good news.

Recent Company History

Over the last few weeks, Kellanova has highlighted brand and partnership initiatives, from Pop‑Tarts Bowl marketing tie‑ins and co‑branded coffee launches to a tech trends outlook and workforce training at its Pringles plant. It also announced a regenerative agriculture partnership in Arkansas. Price moves around these items have been modest (mostly within about ±1%), showing limited short‑term re‑rating from marketing or ESG narratives. Today’s RXBAR product expansion fits that pattern of incremental, brand-driven innovation rather than a transformational catalyst.

Market Pulse Summary

This announcement introduces RXBAR Protein Energy Bites, extending the brand beyond traditional bars with 8–10 grams of protein and added fiber in a bite-sized format. It follows a series of marketing, partnership, and sustainability initiatives highlighted in recent months, alongside a proposed cash acquisition at $83.50 per share by an affiliate of Mars. Investors may watch how this new format scales at retail and how it supports broader snacking and growth strategies.

AI-generated analysis. Not financial advice.

A craveable, bite-sized innovation delivering protein, fiber, and fueling energy — now available nationwide

CHICAGO, Dec. 8, 2025 /PRNewswire/ -- RXBAR, a brand known for its transparency and No B.S. promise, believes that simple and nutritious food should also taste great. That belief inspired the brand's latest innovation: RXBAR Protein Energy Bites — a delicious, multi-layer snacking option that takes RXBAR beyond the bar and into an entirely new format.

While "bites" currently account for just 1% of the protein and wellness snack category*, consumers are increasingly seeking smaller, texture-rich snacks made with simple, nutrient-dense ingredients that provide real energy without added sugar or fillers. RXBAR Protein Energy Bites were created to meet that demand, delivering 8–10 grams of protein per serving and a good source of fiber — an important nutrient most Americans fall short on** — to help power busy lifestyles with fueling energy.

Each RXBAR Protein Energy Bite features a chewy outer layer and creamy peanut butter filling, offering a satisfying, multi-textural experience that's as delicious as it is functional. They are made with just a handful of recognizable ingredients, including peanut butter, egg whites, dates, and apples, and are available in two delectable flavors:

• Dark Chocolate Peanut Butter – A rich, chocolatey shell with roasted peanuts and a smooth peanut butter center.
  
  
• Strawberry Peanut Butter – A chewy, fruit-forward bite with bright strawberry notes and smooth peanut butter.

"RXBAR Protein Energy Bites are a natural next step for the brand," said Eileen Flaherty-Yao, Senior Director, Brand Marketing at Kellanova. "People want convenient, bite-sized snacks made with simple ingredients and great flavor, and this innovation delivers exactly that. By pairing protein with a good source of fiber in a novel format, we're offering an easy way to stay energized no matter what the day looks like, and a whole new way to enjoy RXBAR."

Each portable pouch includes two perfectly portioned bites for easy snacking on the go — easy to pack for lunches, toss in a work bag, or keep on hand for quick, pick-me-up moments throughout the day.

RXBAR Protein Energy Bites are available at retailers nationwide and online at RXBAR.com.

For updates, product information, or to follow along, head to @rxbar on social media or visit RXBAR.com.

*NielsenIQ PWS Database, 52 weeks ending March 8, 2025
**Cleveland Clinic, "How Much Fiber Per Day?" Health Essentials, reviewed February 2024

About Kellanova

Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles®, Cheez-It®, Pop-Tarts®, Kellogg's ® Rice Krispies Treats®, RXBAR®, Eggo®, MorningStar Farms®, Special K®, Coco Pops®, and more, Kellanova's vision is to become the world's best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2024 were approximately $13 billion.

At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com.

Media Contacts

Kellanova Media Hotline
media.hotline@kellanova.com

Tombras
Jenna Gerbino Kaplan
jgerbinokaplan@tombras.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/rxbar-expands-beyond-the-bar-with-new-protein-energy-bites-302626098.html

SOURCE Kellanova

FAQ

What are RXBAR Protein Energy Bites and when were they released (K)?

RXBAR Protein Energy Bites are a bite-sized protein snack launched on December 8, 2025 by RXBAR (K).

How much protein and fiber do RXBAR Protein Energy Bites (K) provide per serving?

Each serving provides 8–10 grams of protein and is described as a good source of fiber.

What flavors are available for RXBAR Protein Energy Bites (K)?

The bites are available in Dark Chocolate Peanut Butter and Strawberry Peanut Butter flavors.

Where can investors and consumers buy RXBAR Protein Energy Bites (K)?

They are available nationwide at retailers and online at RXBAR.com.

How are RXBAR Protein Energy Bites (K) packaged and portioned?

Each portable pouch includes two portioned bites designed for on-the-go snacking.

What category context did RXBAR provide about the bite format for K?

The company cited NielsenIQ data showing bites account for about 1% of the protein and wellness snack category (52 weeks ending March 8, 2025).