Egg white protein bars

NuGo Nutrition rivals Kellogg’s RXBar with alternative egg white protein bars

By Douglas Yu

- Last updated on GMT

Pic: NuGo Nutrition
Pic: NuGo Nutrition
NuGo Nutrition is not intimidated by competition as its CEO David Levine just announced a new line of protein bars as ‘an alternative to Kellogg’s RXBar.’

He said in a statement: “As an independent company, we are excited to now offer consumers a better egg white protein bar with exceptional taste and value.”

The product, currently manufactured in a facility out of Pennsylvania, comes in four flavors: dark chocolate sea salt, blueberry, maple pecan and peanut butter. Each bar has 12 to 14 grams of protein and are gluten-free, non-GMO, paleo, and contain no artificial ingredients nor added sugars.

According to NuGo’s marketing director, Alyssa Nard, the company has historically manufactured chocolate-coated snack bars. Even though the new line is not covered by dark chocolate, it does have a dark chocolate flavor.

She noted there is a growing market for egg white protein bars especially in the US, and that is why the company decided to tap into the segment. “We believe this is a perfect addition to our portfolio,” ​she said.

Nard added: “We have launched [the new protein bars] in the US grocery, natural and specialty retailers with a limited availability, but we should extend to stores across the country and in a few international locations in the next few months.”

Not mimicking RXBar

The NuGo bars’ packaging reminds many in the food industry of RXBar with its bold “3 egg whites”​ statement. 

However, Nard argued the company was not inspired by the Kellogg-owned bars maker.

“We did not mimic their packaging, but I would say that consumers are looking for easier ways to identify ingredients. A lot of the bars that are new to the market are also adding their ingredient lists to the front [of their packages].

“Compared to RXBar, our bars have more protein and fewer calories,” ​she said.

Health-focused snacks

NuGo entered the US retail scene in 2005 with a strong focus on health and wellness. 

The company has subsequently acquired several bar brands to expand into other categories, including Gnu Foods FiberLove (now called NuGo Fiber d’Lish), which is high in fiber, in 2014, and Promax in 2016 targeting athletes.

Last year, NuGo also created its first line of protein cookies.

Nard said the company might create more snack options down the road while staying true to its health-focused positioning and high quality ingredients.

“We would extend to other lines if there was a demand for them and they were the right fit for our company,”​ she said.

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