The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Kellogg-owned Rxbar has expanded into the breakfast cereal aisle with the release of a new Rx Cereal line made with plant-based protein.  

Inspired by the brand’s top-selling protein bars and classic cereal flavours, the range comes in three varieties: chocolate almond, vanilla almond and strawberry.

Rx Cereal is made with a mix of brown rice, pea protein, almonds and fruit, and features no artificial colours, flavour or ingredients. Each serving contains 11-12g of plant-based protein and 3-4g of fibre.

According to the brand, the cereal offers a “deliciously satisfying crunch” and is suitable as a wholesome breakfast or convenient snack.

Rx Cereal marks the brand’s second new product made with plant-based protein to launch this year, following the release of Rxbar Plant.

"We're strong believers in taking an honest, straightforward approach to food and using simple ingredients and protein to help fans fuel their day," said Jason Moraff, VP of marketing at Rxbar.

"That's why we created Rx Cereal, to bring that approach to a category that needs more wholesome, convenient options that not only taste amazing but are made with real ingredients people recognise."

Rx Cereal is available now online and in Walmart stores, with more nationwide retailers to come.