CHICAGO, Ill. — RXBAR, the protein bar brand owned by Kellanova, is expanding its product line beyond its signature bar format with the introduction of RXBAR Protein Energy Bites, a new line of bite-sized, multi-layer snacks designed to deliver protein, fiber, and fueling energy. The innovation, which features a chewy outer layer and creamy peanut butter filling, is available nationwide starting December 8, 2025.
The new bites aim to meet consumer demand for simple, texture-rich snacks. They contain 8–10 grams of protein per serving and are a good source of fiber, using recognizable ingredients like peanut butter, egg whites, dates, and apples.
What happened, who is involved
The new RXBAR Protein Energy Bites mark a strategic move for the Kellanova-owned brand. The launch takes the company into the bite-sized snacking category, which currently accounts for only 1% of the protein and wellness snack market.
RXBAR designed the launch to capitalize on consumer interest in convenient snacks made with nutrient-dense ingredients without added sugar or fillers. Each portable pouch contains two perfectly portioned bites. The product is available in two debut flavors: Dark Chocolate Peanut Butter and Strawberry Peanut Butter.
According to Eileen Flaherty-Yao, Senior Director of Brand Marketing at Kellanova, the new format is a natural progression for the company. “People want convenient, bite-sized snacks made with simple ingredients and great flavor, and this innovation delivers exactly that,” Flaherty-Yao stated. “By pairing protein with a good source of fiber in a novel format, we’re offering an easy way to stay energized no matter what the day looks like, and a whole new way to enjoy RXBAR.”
The new line is currently available at major retailers and online via RXBAR.com.
The bottom line: Why it matters
The RXBAR Protein Energy Bites introduction illustrates a key CPG trend. Brands are accelerating the expansion of their core intellectual property (IP) into adjacent formats. RXBAR translated its “No B.S.” ethos and simple ingredient profile into a bite-sized format. This addresses the demand for enhanced texture experiences and the growing need for on-the-go portion control.
This move positions RXBAR to capture a greater share of the overall wellness and protein snacking category. The growth in this category is driven by single-serving and multi-textural products. For the broader industry, the launch confirms that smaller, functional snacks are a key battleground for market share. Success relies on offerings that provide both protein and fiber without complex ingredient decks.
Editor’s note: Source86 perspective
For food manufacturers and private-label brands, the RXBAR launch underscores the critical role of format innovation in expanding product reach. The shift from a dense bar to a multi-textural, bite-sized offering is significant. It demonstrates that ingredient simplicity can be combined with functional nutrition (protein and fiber) to meet new consumer occasions, such as portability and controlled snacking.
This approach allows established brands to overcome category saturation and revitalize their market presence without compromising their core identity.
At Source86, we help food brands manage complex transitions like this. We provide transparent ingredient sourcing, strategic co-manufacturing, and supply chain excellence. We specialize in sourcing and managing bulk ingredients (such as peanut butter, egg white protein, and dates). This ensures products maintain clean-label integrity while successfully innovating on format and texture.
Our focus is on ensuring your production line is ready to deliver when you make that crucial jump from a legacy product to the next generation of CPG snacks. Contact us!
FAQs about RXBAR Protein Energy Bites
RXBAR/Kellanova designed the bites using a limited number of recognizable ingredients, including peanut butter, egg whites (for protein), dates, and apples, to deliver a high-quality protein and fiber combination without added sugar or fillers.
The new bites deliver 8–10 grams of protein per serving and provide a good source of fiber, an essential nutrient that many American diets lack.
RXBAR Protein Energy Bites are available at major retailers nationwide and can also be purchased directly online at RXBAR.com.
External source: RXBAR Expands Beyond the Bar with New Protein Energy Bites
