RXBAR, a brand known for its use of simple ingredients, stepped up innovation with a new product that delivers on both function and flavor.

Introducing RXBAR High Protein — an offering developed through consumer conversations and testing to answer the call for a simpler, better-tasting high-protein bar. With 18g of protein, just six recognizable ingredients, and a creamy, satisfying texture, it's a bar made to support strength. It's also gluten free, plant based and naturally sweetened with organic agave nectar.

RXBAR High Protein is now available in two flavors — Strawberry Peanut Butter and Vanilla Peanut Butter — each delivering a distinct sensory experience shaped by both flavor memory and consumer feedback.

Strawberry Peanut Butter evokes nostalgic peanut butter and jelly energy with roasted peanuts, jammy fruit, and visible ingredients, akin to a grown-up nutritionally dense version of a PB&J sandwich, featuring bright strawberry pieces and a satisfying chew.

Vanilla Peanut Butter was inspired by the beloved combination of peanut butter and vanilla bean ice cream — a smooth, subtly sweet bar with a cookie-dough-like texture and roasted nut finish.

While RXBAR High Protein leads the innovation story, it's joined by a new flavor addition to the RXBAR Nut Butter & Oat lineup: Lemon Honey Cashew Butter. Inspired by bakery-style flavor pairings and flavor trends, this bar offers a lighter alternative.

All three products are available now at select Target stores and online at Target.com with additional retail distribution rolling out throughout the summer.