The Technique Behind RXBAR – Branding Technique Insider

These guys turned eggs, dates, and almonds right into a $600M payday.

And so they did it in 5 years.

Peter Rahal and Jared Smith created RXBAR. That is the protein snack that went from obscurity to ubiquity in 17 minutes. Or at the very least it felt like that.

But it surely was really a grind. And there’s a critical lesson from how they did it.

Right here’s what occurred.

1. Early Days

It’s 2012. Peter’s an athlete — taking part in Rugby and doing CrossFit. He’s additionally following a Paleo way of life. No grain, no sugar, no dairy.

And he notices one thing bizarre.

There are tons of merchandise serving the Paleo crowd. However no protein bars.


It’s kinda loopy. Particularly as a result of within the CrossFit group, Paleo is the dominant food plan. And these are die-hard dieters.

He decides this bar must exist. And he’s going to make it.

2. Creating The Product

Peter groups up together with his buddy Jared.

To get their protein bar off the bottom, the fellows want 3 substances:

→ First they want flavors. They select almonds and cacao.

→ Subsequent they want binders. They go along with figs and dates.

→ In fact they want protein. They go along with egg whites.

They scour the nation for premium suppliers. Then they seize a Cuisinart, hit mix, and whip up their prototype.

It’s good. However it may be higher.

Peter shares the concoction together with his CrossFit buddies. Tweaking and firming based mostly on their suggestions.

Lastly the recipe is good.

They name it RXBAR. And now it’s time to promote.

3. Launch Time

As a substitute of a large launch, our boys go tremendous slender. They’ve only one goal buyer:

CrossFit gyms.

They dial gymnasium homeowners from coast to coast. Convincing them to inventory RXBAR. They hustle on manufacturing and packaging to deliver this bar to life.

It really works.

Within the first 9 months, gross sales hit $600K.

In 12 months 2, it’s $2M.

By 2016, they land in Dealer Joe’s. Gross sales explode to $36M.

Quick ahead to November 2017. Kellogg’s buys RXBAR for a wild $600 million.

4. My Take

Peter and Jared ran the group playbook like all-stars.

Fairly than duking it out with Clif and Lara bars, they wedged into one tiny phase: CrossFit gyms. They bear-hugged this group and ignored everybody else.

That’s the facility of a buyer group. It’s not the endpoint. It’s the start line. And if you happen to do it proper, it’s the entire level.

Construct a basis, recruit your tribe, and dominate the class.

In 2024, the highest vendor on the protein shelf is RXBAR.

And it’s barely been a decade.

Contributed to Branding Technique Insider by Jon Davids, Founder & CEO of Influicity. You possibly can enroll in Jon’s full advertising and marketing course right here.

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