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Kellogg Just Bought These Millennial Favorite Protein Bars for $600M

Industry News| Rebecca Fenton, Oct 9, 2017

There's 'no B.S.' here.


Cereal giant Kellogg is buying RXBar’s owner, Chicago Bar Co, for $600 million, according to a press release. The acquisition will add a clean healthy snack option and a slew of Millennial customers to Kellogg’s portfolio.

“Adding a pioneer in clean-label, high-protein snacking to our portfolio bolsters our…wholesome snacks offering,” Kellogg CEO Steven Cahillane said in the statement.

RXBar protein bars are made with egg whites, fruits and nuts, and are free from dairy, soy, and gluten. As touted on the product's clean packaging, there’s "No B.S.”

The deal is slated to close by end of 2017.

Rebecca Fenton


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