Entrepreneur
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What RXBAR's Redesign Teaches Us About Marketing
Posted
February 10, 2025
Views
1,327
Likes
66
Comments
2
Engagement
5.12%
February 10, 2025
1,327
66
2
5.12%
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1:05Now PlayingThis famous rebrand of RXBAR led to a $600 million sale — and here’s the part everyone overlooks.
RXBAR's redesign wasn't just about putting ingredients on the cover, it was about showing things the brand used to tell. That's an important lesson for anyone in business, not just CPG.
When RXBAR was new, they wanted to differentiate themselves as simple and natural, so they used the tagline "as perscribed by nature."
But that doesn't mean anything. Lots of brands describe themselves as natural and consumers have no idea who to trust.
It was about showing how natural the product is, which allowed consumers to feel like they were making their own decisions instead of being told something.
That's what led to a $600 acquisition by Kellog
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