Kellogg acquires Chicago Bar Company

American breakfast cereals giant Kellogg Company has signed a deal to acquire Chicago Bar Co. (Illinois), owner of the Rxbar brand of whole food protein bars, for a figure of US $600 million. Rxbar protein bars are especially popular amongst millennials and are enjoying strong growth in the US market.

Kellogg views the addition of a pioneer in healthy, high-protein snacks to its portfolio as an opportunity to tap into future consumer food trends.

Rxbar will continue to operate independently, but will benefit from the resources provided by Kellogg to continue its rapid growth, with net sales of around US $120 million forecast for 2017.