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Rxbar is expanding its seasonal portfolio with a new Nut Butter & Oat Apple Pie protein bar, marking the brand’s first new seasonal flavour in more than four years.

Launching nationwide in August for a limited time, Rxbar Nut Butter & Oat Apple Pie is designed to tap into growing consumer interest in nostalgic autumn flavours, with the brand positioning apple as an alternative to the increasingly established pumpkin spice trend.

The new bar combines wholegrain oats, cashews, egg whites and wildflower honey, with flavour notes of cooked apple, cinnamon and pastry. Each bar contains 10g of protein and is a source of fibre.

Rxbar said the launch reflects the growing popularity of apple as a seasonal flavour and offers consumers another way to engage with familiar autumn taste profiles.

Regina Cabrera, senior brand manager at Mars Snacking, said: “With new Rxbar Nut Butter & Oat Apple Pie and the return of Rxbar Pumpkin Spice 12g Protein Bar, we set out to capture that sense of warmth and nostalgia in these satisfying snacking options made with simple, recognisable ingredients.”

The new Apple Pie flavour will be joined by the return of Rxbar Pumpkin Spice 12g Protein Bar, which first launched in 2015 and has become one of the brand’s established limited-edition seasonal products.

The pumpkin spice bar contains cinnamon, pumpkin, cloves, egg whites, dates and nuts, delivering 12g of protein per serving.

Both products will be available across US retailers from August while stocks last.

Rxbar Nut Butter & Oat Apple Pie will be sold as individual bars with an MSRP of $2.79 and in five-count boxes priced at $11.99. Pumpkin Spice will be offered in the same formats and at the same recommended prices.

The Apple Pie launch expands Rxbar’s Nut Butter & Oat range, which currently includes Honey Cinnamon Peanut Butter, Dark Chocolate Peanut Butter and Blueberry Cashew Butter.