Cereal and snacks giant Kellogg has announced the acquisition of Chicago Bar Company, the manufacturer of the RXBAR brand of nutrition bars.
RXBAR, described as the fastest growing nutrition bar brand in the US, is promoted as a clean-label snack bar made from egg whites, fruit and nuts, containing 12g of protein per serving. 11 different varieties are available, alongside seasonal and time-limited flavours and a newly launched line targeting children.
Commenting on the deal, Kellogg CEO Steve Cahillane said: “RXBAR is a unique and innovative company. Its values, people and cutting-edge approach represent an exciting opportunity for our business. Adding a pioneer in clean-label, high-protein snacking to our portfolio bolsters our already strong wholesome snacks offering. RXBAR is an excellent strategic fit for Kellogg as we pivot to growth. With its strong millennial consumption and diversified channel presence including e-commerce, RXBAR is perfectly positioned to perform well against future food trends”.
Chicago Bar Company will continue to operate independently as a standalone business post acquisition, Kellogg added.