The RXBAR Story

Our story

It’s 2013, and we called B.S. on protein bars.

CrossFit’s taking off. And protein bars are loaded with ingredients no one can even pronounce. We couldn’t believe there wasn’t a more nutritious and simpler protein bar out there. Maybe we were a little naïve, but we decided to stop talking and try to make it ourselves.

We started RX in our kitchen.

No venture capitalists. No consultants. No office. Just best friends. Eager and broke. Upfront about it. We don’t have anything against conventional wisdom. We just don’t always follow it. Even today - we’ve got healthy ambitions, the usual insecurities, and all the other stuff that keeps us human. And this will never change.

Like eating 3 egg whites, 2 dates, and 6 almonds.

It’s how we’ve always described our bars. What’s inside. What isn’t. We think it’s everything you need to know. Industry experts thought it was a big mistake when we put it on our packaging. Logo isn’t clear. No appetite appeal. Hey, we’re not designers, but we held our breath and did it. Haven’t looked back since.

ingredients

We can get obsessive.

We never cut corners. If a product doesn’t meet our high standards, we won’t ship it. Period. ‘Okay’ is never good enough. Take our Coconut Chocolate bar. We’ve gone through over 250 formulations. Always improving, little by little. We kind of need to get it right. Strange, but it turns out fear of failure tastes pretty good.

Making wellness an easier choice.

Let’s be honest. Not everyone has the time to make a balanced snack or breakfast. But we all strive to eat better in some way, shape, or form. Our real food protein snacks are for the workout class aficionado. For the on-the-goer. For the parent who just wants a healthy snack for their kid. With clean ingredients that are gluten free, high-quality protein, and little to no added sugar*, we try to make something for everyone to enjoy - no matter where they are on their wellness journey.
Disclaimer: *Not a low calorie food. See nutrition information for calories and sugar content.

Knowing what we are.

Starting a business with your best friend is great. It’s also really challenging. The reason RX works and we’re still friends is we know who we are - and who we’re not. Steadiness and risk-taking; together, we strike a good balance. We know when to hand something off, and when to take it ourselves. It’s the RXBAR culture.

Upfront about it.

Investors. Flavor scientists. Focus groups. It’s not us. We don’t have anything against conventional wisdom. We just don’t always follow it. We’re industry outsiders with a few healthy ambitions, the usual insecurities, and all the other stuff that keeps us human. We make protein bars with no B.S., and we’re real upfront about it.

RXBAR then and now

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