CHICAGO — RXBAR, a subsidiary of Kellogg Co., is expanding into the hot cereal category with the launch of RX A.M. Oats. Packaged in single-serve cups, the products contain gluten-free oats, egg whites, dates and nuts. Flavors include maple, apple cinnamon and chocolate.
The products were previewed in March at Natural Products Expo West in Anaheim. Peter Rahal, founder of RXBAR, told Food Business News RX A.M. Oats were developed to bring the brand’s nutrition philosophy to the breakfast occasion.
“When you think about breakfast, I find a lot of people are quite frustrated with it,” Mr. Rahal said in March. “We wanted to take our angle as a brand and add more value to breakfast, using egg white for protein, and almonds for more substance.”
The launch of oats follows a successful expansion into almond and peanut butters, which contain a blend of egg whites and dates. Distribution of RX Nut Butters has grown 13% year over year, according to Nielsen data. The brand’s bars, which feature the same simple formula of egg whites, fruit and nuts, are sold at more than 125,000 locations across the United States.
The hot cereal category, which had sales of $1.3 billion in the United States last year, according to data from Information Resources, Inc., represents a compelling growth opportunity for Pop-Tarts and Frosted Flakes maker Kellogg. The Battle Creek, Mich.-based company, which acquired RXBAR for $600 million in 2017, posted declining sales its U.S. cereal business in the recent quarter.
RX A.M. Oats may be prepared with hot water, in the microwave or as overnight oats. Each cup provides 12 grams of protein and 6 grams of fiber.
The products are available online and will begin shipping to select grocery retailers in September.