Kellogg-owned Rxbar has expanded into the hot cereal category in the US with the launch of new RX A.M. Oats.
The products are made with the same ingredients found in Rxbar and RX Nut Butter products – egg whites, fruits and nuts – with the addition of gluten-free oats.
Rxbar said the range has been developed to provide consumers with a “premium oatmeal option made with real ingredients, increased protein and delicious flavours”.
Three variants are available: maple, apple cinnamon and chocolate. Each single-serve pot has 12g of protein and 6g of fibre.
Consumers can prepare the single-serve cups in one of three ways: with hot water, in the microwave or as overnight oats.
“Rxbar is known for disrupting the protein bar category, and now we’re doing the same for oats,” said Victor Lee, CMO, Rxbar. “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.”
The range is now available on Rxbar’s website and will go on sale at in-store retailers in the US as of September.
In 2017, Kellogg acquired Chicago Bar Company, maker of Rxbar, in a deal worth $600 million.