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Kellanova’s RxBar Turns to Augmented Reality, TV Star to Motivate Consumers

Sept. 17, 2024

Certain RxBar products will deliver a three-dimensional holographic AR video of marathon runner and former “Bachelor” Matt James standing on the bar’s packaging and offering motivational support.

Andy Hanacek

Kellanova’s RxBar is using augmented reality (AR) and star power to motivate consumers who purchase the bars for a limited time.

Until Oct. 18, 2024, RxBar packaging, which is already unique for listing the bar’s ingredients in bold lettering front and center on the package along with the “No B.S.” tagline, features an AR tool that brings a virtual experience to consumers who visit a specific web site and scan select RxBar flavors with their smartphones.

Marathon runner and former “Bachelor” TV show actor Matt James will deliver a free, virtual motivational message as a 3D hologram standing atop the RxBar packaging for those consumers.

The flavors that offer the “No B.S. Motivator” experience are Chocolate Sea Salt, Blueberry, Strawberry, Peanut Butter, Peanut Butter Chocolate, Chocolate Coconut, Pumpkin Spice and all RxBar Nut Butter and Oat flavors. The web site to visit is RXBarNoBSMotivator.com.

James noted that he hopes his personal messages and the guidance he offers through the AR experience will “inspire others to find confidence, energy, and balance throughout their day.”

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.