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I don’t do CrossFit. I’ve never started Whole30. But I will definitely be eating this nut butter from here on out.
RXBAR began as a basement startup by Jared Smith and Peter Rahal, two friends from Chicago, but the company has since blown up.
“CrossFit’s taking off. People are going paleo. We couldn’t believe there wasn’t a more nutritious protein bar out there,” their website reads.
Besides selling to Kellogg for $600 million, their product line has expanded from a few flavored protein bars to now 13 bars and three flavors of nut butter. Nut butter (read: not necessarily peanut butter) isn’t a new invention -- brands like Justin’s and Wild Friends have capitalized on it with cashew and almond versions -- but RXBAR is doing it right.
RXBAR’s shtick is in their packaging; every bar and packet of nut butter lists the main ingredients right on the front in big, bold lettering, drawing the eye to what’s in the bar even before their logo, which is pretty notable. The list always ends with their signature “No B.S.” (which they’re allowed to boast after you take a look at the full ingredients list).
There’s only about eight ingredients totaling the makeup of the nut butters, including the three to four always displayed on the front: egg whites for protein, nuts for healthy fats and dates for something sticky and sweet. More than this transparency, though, is the fact that the ingredients are understandable and don’t include any confusing, chemically-based terms.
There are no GMOs, no preservatives and, my personal favorite, no added sugars. I’ll take 12 servings, please.
But of which one, you may be asking. I mean...all of them?
Between the three flavors -- classic peanut butter, honey cinnamon peanut butter and vanilla almond butter -- it’s tough to pick a favorite. I’d choose any of them to mix up in a smoothie or spread on a bagel, but I'm throwing my support behind the vanilla almond butter -- which is saying something since I’m a huge peanut butter person.
The butters are a thinner consistency than you’d expect, but TBH, that just makes it harder to overuse it -- a little goes a long way. It would be very easy to sit back with a spoon and eat these packets right up in one sitting, but between the smooth, natural texture and simple, modest sweetness, you’re reminded that this is a health food and should be treated as such.
But even then, a whole packet is a single serving size. So, go off.