RXBAR Chooses Honey, Whole Food Ingredients

Am rxbar

Photo Credit: RXBAR

RXBAR’s latest line extension, A.M. food bar, solidifies the brand’s commitment to whole food ingredients, permissible indulgence and kicking off each day feeling good about what we’re putting into our bodies. Each delicious and convenient RXBAR A.M. is sweetened with honey and provides 10 grams of protein. We spoke with Tom Ring, Kellogg’s lead food designer for research and development, about the reasons why honey is the sweetener of choice in RXBAR A.M.

We have always been drawn to the packaging of RXBAR. Can you share the plan to have ingredients as the focal point?
Everything we do at RXBAR is about celebrating whole food ingredients and keeping them at the heart of our story. When we create a new product, the process begins with choosing the highest quality ingredients and building from there, then we always make sure the ingredients are the star of the show in the final product. We leverage our pack to highlight our core ingredients, and in the case of RXBAR A.M., to illustrate the delicious ingredient combinations that contribute to an all-new taste and texture.

Honey is one of the main ingredients in the bars, which provide a simple, clean label, all-natural feel. Why honey?
Not only is honey objectively a clean sweetener, it’s highly preferred by consumers. This was the perfect marriage of a high-quality ingredient that consumers were already asking for. It was a no-brainer.

There are four varieties of A.M.: Chocolate, Honey Cinnamon Peanut Butter, Blueberry and Peanut Butter Dark Chocolate. How did the final decision come about on which flavors to use with honey?
For each bar, we wanted the ingredients and their specific attributes to shine through. Oats, pumpkin seeds, nuts and brown rice are wholesome energy sources that are a staple in each bar. Each bar is also wrapped in creamy nut butter and honey for the perfect texture and subtle sweetness. The Honey Cinnamon Peanut Butter is a classic combination that is a nod to our Honey Cinnamon Peanut Butter, where the honey balances the cinnamon spice perfectly. For Blueberry, the honey brings some subtle sweetness that balances the tartness from the whole blueberries. And for the Chocolate and Peanut Butter Dark Chocolate, we add unsweetened chocolate, that when paired with the sweetness of the honey, makes a perfect combination.

Honey is a great bar binder for those ingredients. Any other functional reasons as to why honey is ideal for RXBAR?
Yes it’s a great binder, but it’s also a good humectant, which helps to keep the bar’s texture soft. Honey is the best possible combination of function and quality nutrition.

A.M. Bars are specifically marketed for breakfast time. Talk us through the decision to branch off from the "regular" RXBAR and where you saw this type of need for consumers.
Our consumers continue to love our core, date-based, bar, but they were also asking us for some variety. We also know that 50% of bar users eat them in the morning as part of, or for, breakfast. The AM bar is a direct response to listening to their feedback and giving them a new option that aligns with their morning routine, while the core bar still serves their afternoon or pre/post workout nutrition needs.

For a closer look at RXBAR A.M., click here.