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In 2013, RXBar’s founders had a simple proposition.
“We called bullshit on protein bars,” said Peter Rahal, the company’s CEO. “Everything [was] either hippie and happy—and then, the other side of the spectrum was meathead muscle and extreme performance.”
The brand’s backstory is fascinating and entertaining (this interview is worth a watch), as Rahal and company set out to make a simple protein bar that countered the range of bars on the market that contained a bunch of ingredients.