Protein bar range brings healthier, honest food to more UK stores


Following the UK launch of RXBAR in autumn of 2018, the popular range of simple, real-food protein bars will be expanding into additional grocery and retail stores across the country from January 2020.

The range is currently available via, Amazon, Ocado, Sainsbury’s, select WHSmith Travel locations, as well as local fitness studios, gyms and coffee shops. As of January, shoppers will be able to purchase the bars in Whole Foods and M&S locations.

Since first landing in the UK, RXBAR has experienced significant growth. The brand is stocked in more than 500 independent businesses and, in 2019, produced over a million bars. RXBAR is committed to continuing this positive trajectory and expanding into additional outlets up and down the country so that it can bring healthier, honest food to as many people as possible.

According to Mintel, the UK and Germany are the largest European markets for snack bars at the moment and are seeing the greatest growth potential. Within this market, the UK protein bar category is also seeing significant promise – now valued at £65m and growing at a rate of 22% per annum. This is expected to reach a significant £550m in 2023, highlighting the potential of simple, real-food protein bars like RXBAR.

The RXBAR range also taps into consumer demand for high quality protein options, with consumption of protein at home surging 6.5% in the past five years and 2.8% in the past year alone. This is particularly prominent within the snacking sector, with 44% of adults and 56% of 16-34-year olds viewing snacks as a good way to boost their nutritional intake. In fact, 76% of people are looking for protein when choosing healthier snacks.

With 12g of protein per bar, the RXBAR range caters to growing demands from health-conscious consumers and are aimed at shoppers looking for a nutritious and convenient snack. They are perfect for an on-the-go breakfast, mid-day snack or post workout fuel, and are made for everyone – from fitness fanatics to on-the-go parents.

Each RXBAR is made from just a few real, simple ingredients: egg whites for protein, dates to bind and nuts for texture. There are no artificial flavours, no added sugar, no fillers, no gluten and the better-for-you bars do not compromise on taste. In the UK, they are available in five flavours: Chocolate Sea Salt, Blueberry, Peanut Butter, Peanut Butter Chocolate and Coconut Chocolate.

David Burke at RXBAR said: “Insights have shown us that consumers want to eat real food that tastes good and is good for you. In RXBARs, there are no fillers and all the ingredients are there for a reason. We tell you what’s on the inside on the outside, so what you see is what you eat. It is this straight-forward approach that has helped us to build a strong following in the UK since our initial launch.

“We’re extremely excited to be bringing real and simple snacking options to more and more people across the country through our latest retail expansion. We want to make delicious and nutritious protein snack bars accessible to as many people as possible and we look forward to working with our new and existing customers across the UK to achieve this.”

Aimee Wessels at WHSmith said: “We partnered with RXBAR in June 2019 and were first to market in bricks and mortar retail. It has been an incredibly successful launch being totally incremental to the protein category and ensuring our customer offering covers all need states. We were happy to be one of the first UK retailers to bring RXBAR to the UK market and we have enjoyed working with such a dynamic and forward thinking brand. We very much look forward to launching the new flavour, Peanut Butter Chocolate, at the end of February supported with it being our focus protein brand promoted at only £2!”

To support the New Year, New You January season, a special promotion will be running at Sainsbury’s from 2 January – 21 January and WHSmith Rail Stations from 2 January – 29 January – where shoppers will be able to purchase one bar for £2 (compared to the usual RRP of £2.50 – £2.69). A 20% off all products promotion will also be running on Amazon from 1 January – 16 January, and until 9 January.