Kellogg’s RX brand launches protein-rich cereals

Dive Brief:

• RX has launched a new cereal made with plant-based protein called RX Cereal. The cereal comes in three varieties: Chocolate Almond, Vanilla Almond and Strawberry.

• RX Cereal uses a mix of pea protein, almonds and brown rice to provide its protein. Each serving of the cereal contains 11 to 12 grams of protein and three to four grams of fiber depending on the flavor. The cereals also are made without artificial colors, flavors, ingredients or preservatives.

• Breakfast made a comeback during the pandemic as consumers spent more time eating at home. The new RX Cereal is the RX brand’s latest product offering to expand its reach beyond protein bars to include kid snacks, nut butters and oats. 

Dive Insight:

Cereal is an appealing option for RX’s entry into the breakfast space, since it’s a timeless staple that can be prepared quickly. As consumers return to post-pandemic life, breakfast time may be cut short, putting an emphasis on portable items or meals that can be made quickly.

RX’s new cereal also touts its use as an afternoon snack that consumers could enjoy as a cereal or more like a granola. Cereal has evolved into a popular snack option with 30% of cereal being consumed during non-breakfast hours, according to data from a 2019 Burke Landmark Eating Occasions Study cited by RX owner Kellogg. Its versatility could increase the new RX Cereal’s chance for success depending on how much the increase in breakfast consumption gained during the pandemic remains as consumers return to work and their hectic commutes. 

The added protein, along with its avoidance of artificial colors, flavors, ingredients or preservatives, may help the RX Cereal stand out. Consumers continue to show strong interest in plant-based proteins and healthy eating, making RX’s latest breakfast item on trend. This is RX’s newest foray into the plant protein space. It launched a plant-based protein bar in June called RXBar Plant while its oatmeal cups also place an emphasis on the essential nutrient.

RX’s reputation as a fast-growing brand with a strong foothold in the clean-label and natural foods space may help it stand out against existing and new entrants in the breakfast segment. As part of RX’s branding, it lists the ingredients for its products on the front of the package, and cereal is no different. 

Kellogg changed the name RXBar to RX in 2019 as part of a push to expand into new product lines. The brand has undoubtedly experienced a boost from Kellogg’s extensive resources and distribution network. Meanwhile, the cereal giant has largely stayed out of RX’s way and allowed the company to expand in the clean label, healthy eating segment as consumers place a priority on better-for-you foods.

As one of the more distinct and recognizable brands to enter the food segment in recent years, RX offers Kellogg a way to reach consumers who are searching for new and innovative products beyond what legacy brands have to offer.

RX will need its reputation and Kellogg’s support to combat a growing list of competitors in the clean label breakfast space. Competing bar maker Clif recently launched a clean label cereal line that it says has 30% to 40% less sugar than other leading cereals. It also faces competition from existing players including Magic Spoon and Kind.