RXBar and the Importance of Great Labeling
Posted by Daniel Sass on
RXBar was just bought out by Kellogg’s for a staggering $600 million. A company that started in a basement garage less than five years ago by a few best friends who — on their admission — were “desperate and broke,” have sold their protein bar company to the 2nd largest snack food company in the world.
How did this happen and what is RXBar’s secret? Labels, labels and more labels. When it first began, the founders of RXBar could not believe that there was no really good, really pure protein bar on the market. And so they set about creating one. And then they developed a line of them. But there basic philosophy was simple: keep it simple. Keep the ingredients simple. Keep the labels simple and make sure everyone can clearly understand everything on the label.
They were initially met by very negative comments from business experts. “Not appetizing enough”; “no branding”; “too boring.” But for those at RXBar their mission was simple: Simple ingredients and no B.S. In fact, all of their clear to read labels have “No B.S.” as the last ingredient. A couple of examples of their clear labels are:
• 3 Egg Whites
• 6 Almonds
• 4 Cashews
• 2 Dates
• No B.S.
and:
• 3 Egg Whites
• 14 Peanuts
• 2 Dates
• No B.S.
Despite the advice they were given about their “boring labeling,” they forged ahead. They knew that as long as they kept their products good, wholesome and high quality, a clear label was exactly what would be required to “market” it for them. And they succeeded. Yeah I’d say. And so would the $600 million price tag they just sold for.
Quality marketing comes from quality packaging. And that starts with quality labels. Which you can buy from us as we go the extra mile: Infinity Labels “ to infinity and beyond,” because we don’t want your “boring marketing” to experience anything less.
How did this happen and what is RXBar’s secret? Labels, labels and more labels. When it first began, the founders of RXBar could not believe that there was no really good, really pure protein bar on the market. And so they set about creating one. And then they developed a line of them. But there basic philosophy was simple: keep it simple. Keep the ingredients simple. Keep the labels simple and make sure everyone can clearly understand everything on the label.
They were initially met by very negative comments from business experts. “Not appetizing enough”; “no branding”; “too boring.” But for those at RXBar their mission was simple: Simple ingredients and no B.S. In fact, all of their clear to read labels have “No B.S.” as the last ingredient. A couple of examples of their clear labels are:
• 3 Egg Whites
• 6 Almonds
• 4 Cashews
• 2 Dates
• No B.S.
and:
• 3 Egg Whites
• 14 Peanuts
• 2 Dates
• No B.S.
Despite the advice they were given about their “boring labeling,” they forged ahead. They knew that as long as they kept their products good, wholesome and high quality, a clear label was exactly what would be required to “market” it for them. And they succeeded. Yeah I’d say. And so would the $600 million price tag they just sold for.
Quality marketing comes from quality packaging. And that starts with quality labels. Which you can buy from us as we go the extra mile: Infinity Labels “ to infinity and beyond,” because we don’t want your “boring marketing” to experience anything less.