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Rxbar debuts its first-ever granola line, Craft Batch bar flavour
FoodBev Media

FoodBev Media

12 January 2023

Rxbar debuts its first-ever granola line, Craft Batch bar flavour

Kellogg-owned brand Rxbar has debuted its first-ever line of granola clusters. Rxbar Granola is available in three flavours: original, peanut butter and chocolate. The new offering is packed with simple ingredients and contains 10g of protein per serving. "Fans of Rxbar trust us for our no B.S. approach to snacking, and the new RXBAR Granola delivers on just that," said Eileen Flaherty, brand manager – Rxbar. "Thanks to simple, protein-packed ingredients, Rxbar Granola has an unbeatable crunch, flavour and texture that will fuel fans' active lifestyles and upgrade their breakfast, lunch or snack game from here on out." Rxbar Granola is available at retailers nationwide for an SRP of $6.99 per 11oz bag. Alongside the granola launch, Rxbar is also introducing the first bar in its new Craft Batch line. According to the company, Rxbar Craft Batch will introduce one new flavour per year, with strawberry being the first launch for the new line.

Strawberry Rxbar offers simple ingredients and 12g of protein. Rxbar says that the new formula mixes whole almonds with diced almonds for a different textural experience than the brand's core bars. "The Craft Batch flavour selection process directly engages Rxbar fans to better cater to their ever-evolving palates and desire for variety," added Flaherty. "Strawberry was selected as the first Craft Batch flavour after feedback revealed a growing craving for a real strawberry taste from the healthy lifestyle bars market." Strawberry Rxbar is available from the brand's website and will roll out at retailers nationwide later this year for $2.79 per bar.

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