[8 March/Food Dive]

Since being acquired by Kellogg, RXBAR is introducing its first product expansion by releasing a nut butter spread line-up, according to the Chicago Tribune. They will be on show at the Natural Products Expo West show in California with peanut butter, peanut butter honey cinnamon and almond vanilla flavours on sale. RXBAR CEO, Peter Rahal, said they were intended to be a snacking condiment. Since the Kellogg deal was announced, RXBAR’s workforce has double to 140 employees and they are planning to move their headquarters to a bigger space. RXBAR targets health conscious, clean label and on the go consumers. Kellogg’s CEO, Steve Cahillane, said that the company has transitioned to more of an innovative snacking business and that the introduction of the nut butter fits with this objective.