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RxBar Expands Into $1.3 Billion Hot Cereal Category With A.M. Oats

RX Bar hot cereal

RxBar is expanding into the hot cereal category with the launch of RX A.M. Oats.

“RxBar is known for disrupting the protein bar category, and now we’re doing the same for oats,” said Victor Lee, chief marketing officer for RxBar, based in Chicago. “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.”

RX A.M. Oats are made with the same 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 flavors: maple, apple cinnamon, and chocolate. Each single-serve flavor contains 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 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, following a successful expansion into almond and peanut butters. The brand’s signature line of bars is available at more than 125,000 locations across the U.S.

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Lorrie Griffith

An observer of the grocery industry since 1988. Away from her editor job, she's a wife and mother of two grown sons and thinks cooking is (usually) relaxing.

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