“Two guys had been looking all over for a 100 percent whole-food, high-protein, great-tasting, BS-free protein bar and couldn’t find one. So they created one of their own: RXBAR. Following their ‘No B.S.’ stake in the ground—and considering the saturation of the protein bar category—we made the bold move of taking the ingredients list that typically lives on the back of the package in small type and celebrating it as the cover art.”
