RXBAR adds chocolate chip peanut butter flavor to high-protein lineup

RXBAR is trying to defend its protein-bar turf the same way it built it: with a short ingredient list, a visible protein number and flavors that feel closer to a snack than a supplement. The brand added Chocolate Chip Peanut Butter to its High Protein lineup, a bar that delivers 19 grams of protein and uses six ingredients, including peanut butter, chocolate, agave nectar and pea protein.

The new flavor fit neatly into a formula RXBAR has been leaning on for years. RXBAR said its products are made with simple ingredients derived from real foods and without artificial ingredients, and the High Protein platform is built around 18 grams of protein and six simple ingredients. The brand’s product materials describe the bars as chewy and cookie dough-like, with rich chocolate chunks and roasted peanut butter flavor, a texture-and-taste cue that helps the line feel more like an everyday snack than a dry performance bar.

Chocolate Chip Peanut Butter joined Strawberry Peanut Butter and Vanilla Peanut Butter in the High Protein range and began rolling out at select retailers in June, with expanded distribution to follow. That timing matters in a category where high-protein snacking keeps getting more crowded and more functional, and where brands are fighting for attention with claims that go beyond protein count alone. RXBAR is still betting that recognizable ingredients and plant-based protein are enough to stand out.

That bet makes sense for a brand that has spent years selling simplicity as a feature, not a compromise. The company said the launch was aimed at consumers who want protein-rich snacks made with ingredients they can recognize, a message that lands especially well with younger shoppers who check labels as carefully as macros. In other words, RXBAR is not trying to win with novelty. It is trying to win with restraint, and with a bar that feels familiar enough to keep in the cart.

The broader corporate backdrop also gives the move extra weight. Mars completed its acquisition of Kellanova on December 11, 2025, and Kellanova’s portfolio includes RXBAR, putting the brand inside Mars Snacking’s larger system. At the same time, the protein snacks market is still expanding fast, with one 2026 industry report projecting growth from $5.27 billion in 2025 to $5.86 billion in 2026. In that kind of market, a 19-gram, six-ingredient bar is not flashy. It is a defense of the core proposition that made RXBAR matter in the first place.