Reviews: RXBAR Adds Bites; Linear Enters Protein Bar Category

RXBAR Protein Energy Bites

RXBAR has expanded beyond its flagship format for the first time in the company’s 12-year history. Last month, the Kellanova-owned company introduced Energy Protein Bites in two flavors: Dark Chocolate Peanut Butter and Strawberry Peanut Butter.

Things that stand out:

• The texture and layering of the product differentiate it from both the small pool of category incumbents, as well as homemade iterations – making this a truly unique innovation.
• The bites are a better alternative to the brand’s signature bars with a slightly more indulgent taste profile but a comparable nutritional profile.

Things to consider:

• As the product is meant to be consumed on-the-go, a protective tray would prevent squishing when tossed in a bag or lunchbox.
• Merchandising single units at impulse purchase sites could drive greater consumer awareness.
• Adding more varieties that don’t include peanut butter would expand the products’ accessibility to consumers with allergies.

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Linear All Natural Protein Bar

Linear Bar entered the protein bar set this past fall with a performance-meets-indulgence positioning and a stark and angular visual identity. Enrobed in dark chocolate, the bar – available in Original flavor – is crafted with a blend of whey, pea and chickpea protein and has a chewy, nougatty texture. The product is available online and in Erewhon stores.

Things that stand out:

• The formulation features high-quality, organic ingredients with no seed oils, sucralose or artificial additives.
• The taste and texture resemble that of a candy bar with no cloying sweetness, chalkiness or beany notes associated with many protein bars in the market.
• A 70-gram bar packs 20 grams of protein, 12 grams of fiber and 270 calories. (By comparison, a 55-gram Barebells Salty Peanut protein bar has 20 grams of protein, 3 grams of fiber and 200 calories.)
• The modern, athletic aesthetic and bold typeface should help this product stand out on a crowded shelf.

Things to consider:

• The packaging fails to describe the flavor profile. Replacing “Original” with “Dark Chocolate Peanut Caramel” or a more descriptive name would help reduce confusion at the shelf. Alternately, incorporating visual elements such as peanut butter, chocolate chunks or a caramel drizzle would more effectively communicate flavor and quality.
• The protein callout – a major selling point for today’s consumer – is relatively tiny and understated compared to the other on-pack messaging.
• The inclusion of stevia in the recipe may be a turnoff for some consumers.

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