Who Owns RXBAR?
RXBAR is owned by Mars, Incorporated through its Kellanova subsidiary, acquired in December 2025 as part of Mars' $36 billion purchase of Kellanova. The brand was founded in 2013 by Peter Rahal and Jared Smith in the Chicago area, sold to Kellogg Company in October 2017 for $600 million, and moved to Kellanova in the 2023 corporate split. RXBAR is known for listing its short ingredient list on the front of the wrapper.
RXBAR Timeline
Who Owns RXBAR?
- Parent Company: Mars, Incorporated
- Ownership Type: Wholly owned
- Acquisition Year: 2025
- Company Type: Privately Held
| Brand | Parent Company | Ownership Type |
|---|---|---|
| RXBAR | Mars, Incorporated | Wholly owned |
Where to Buy
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History of RXBAR
- Founded: 2013
- Founders: Peter Rahal, Jared Smith
- Acquired by Mars, Incorporated: 2025
Peter Rahal and Jared Smith started RXBAR in 2013 in Rahal's parents' basement in Glen Ellyn, Illinois, with about $10,000 between them. The two childhood friends built the bars around a short recipe of dates, egg whites, and nuts, aimed at the paleo and CrossFit communities. Rahal's family ran a food manufacturing business, which helped with ingredient sourcing at small scale.
The founders sold bars directly through CrossFit gyms and then through Amazon. A 2015 packaging redesign put the full ingredient list on the front of the wrapper in large type, with the phrase No B.S. printed beneath it. Whole Foods began stocking the bars the same year, and sales moved from fitness channels into mainstream grocery.
In October 2017 Kellogg Company bought Chicago Bar Co for $600 million, one of the largest exits ever for a bootstrapped food startup. Kellogg kept the unit operating semi-independently. The transition was not smooth: in December 2018 the company cut about 40 employees, roughly a fifth of staff, and in January 2019 it recalled multiple RXBAR and RXBAR Kids flavors after discovering undeclared peanut contamination. Chicago Bar Co was renamed Insurgent Brands in March 2019, and Rahal shifted to a non-executive role before leaving to launch the protein bar brand David in 2024.
Under Kellogg and then Kellanova, the line expanded into nut butters, kids bars, and seasonal flavors. When Kellogg split in October 2023, RXBAR went to Kellanova. Mars completed its acquisition of Kellanova in December 2025.
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About Mars, Incorporated
What does Mars, Incorporated own?
Mars owns a portfolio of approximately 50+ brands across pet care, confectionery, savory snacks, and food categories. Its most recognized brands include M&M's, Snickers, Twix, Pedigree, Whiskas, Royal Canin, Pringles, Cheez-It, and Pop-Tarts. The company also owns the world's largest veterinary hospital network through Banfield, BluePearl, and VCA. The Kellanova acquisition in December 2025 added Pringles, Cheez-It, Pop-Tarts, RXBAR, and Kellogg's cereal brands to the portfolio.
Is Mars, Incorporated publicly traded?
No, Mars, Incorporated is entirely privately held by the Mars family. The company has never been publicly traded and has no stock exchange listing. This private ownership structure has been a consistent feature since the company's founding in 1911 and is enshrined in the company's Five Principles as the principle of "Freedom."
Who founded Mars, Incorporated?
Mars was founded by Frank C. Mars in 1911 in Tacoma, Washington. Frank Mars started the company producing butter cream candies. His son, Forrest Mars Sr., later joined the business and drove its global expansion, developing M&M's in 1941 and establishing Mars operations in the United Kingdom. The Mars family has maintained ownership and control across multiple generations.
Where is Mars, Incorporated headquartered?
Mars, Incorporated is headquartered in McLean, Virginia, USA, in the Washington metropolitan area. The Mars Snacking division is headquartered in Chicago, Illinois, following the Kellanova acquisition. The company operates manufacturing facilities and offices in more than 80 countries worldwide.
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How many brands does Mars, Incorporated own?
Mars owns approximately 50+ brands across its four primary segments. The portfolio includes 9 billion-dollar brands in snacking alone (M&M's, Snickers, Twix, Skittles, Pringles, Cheez-It, Pop-Tarts, Kellogg's, and Dove/Galaxy), plus major pet care brands including Pedigree, Whiskas, and Royal Canin. The company also operates veterinary service brands including Banfield, VCA, and BluePearl.
Who owns Mars, Incorporated?
Mars, Incorporated is owned entirely by the Mars family, descendants of founder Frank Mars and his son Forrest Mars Sr. The family has maintained complete ownership across multiple generations, making Mars one of the world's largest family-owned businesses. No external investors, private equity firms, or public shareholders hold equity in the company.
What was Mars's largest acquisition?
Mars's largest acquisition was the $36 billion purchase of Kellanova, completed on December 11, 2025. Kellanova's portfolio included Pringles, Cheez-It, Pop-Tarts, RXBAR, and Kellogg's international cereal brands. The deal created a combined Mars Snacking division generating approximately $36 billion in annual revenue. Prior to Kellanova, Mars's largest acquisition was the approximately $23 billion purchase of Wrigley in 2008.
What is Mars's annual revenue?
Mars generates approximately $65 billion in annual revenue (FY2025, estimated). The company does not publicly disclose detailed financial results because it is privately held. Revenue estimates come from company press releases, credit rating agencies, and reputable business press. Following the Kellanova acquisition, Mars's snacking division alone generates approximately $36 billion in annual revenue.
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- Founded: 1911
- Headquarters: McLean, Virginia, USA
- Company Type: Privately Held
- Revenue: approximately $65 billion (FY2025, estimated)
- Employees: approximately 170,000
Where Is RXBAR Made / Based?
- Headquarters: Chicago, Illinois, USA
- Manufacturing / Operations: United States
RXBAR Categories & Tags
RXBAR Recalls & Controversies
In January 2019 the company recalled 15 flavors of RXBAR and RXBAR Kids bars after identifying potential undeclared peanut presence. The recall was significant for a brand whose entire pitch was ingredient transparency. The company attributed the issue to a supplier ingredient. No deaths were linked to the recall, but it received wide coverage precisely because the brand's marketing made it an obvious story.
Brands Owned by Mars, Incorporated
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British chocolate assortment brand featuring a variety of chocolate candies, owned by Mars, Incorporated and distributed globally.
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RXBAR Ownership: Pros & Cons
Advantages
- +Placement in Mars' Accelerator division gives the brand dedicated growth resources rather than treating it as a minor line in a large portfolio.
- +Mars' distribution reach can expand the brand beyond its current US concentration.
- +Private ownership removes the pressure that contributed to cost cutting after the Kellogg acquisition.
Considerations
- -The brand has changed parents three times in eight years, and each transition has brought strategy resets.
- -The protein bar category is more crowded than it was in 2017, with direct competition from the founder's own new brand.
- -Post-acquisition integration inside Mars creates execution risk while the combination settles.
Sources & Further Reading
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Competitors to RXBAR
No direct competitors found in the same category. This could be because RXBARoperates in a unique market segment or we're still building our competitor database.
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