RXBAR bar launched a business that sold for $600 million to Kellogs with its "No B.S." brand positioning. It built consumer trust by maintaining an open book on its ingredients. "No Added Sugar. No Gluten. No Fillers. No Bad Stuff."
But look at the brand name! The term "Rx" subconsciously suggests a product that is prescription quality - clinically tested and proven. "Rx" also suggests something recommended by a doctor. In reality the founder is no doctor and the bar was inspirationally cooked up in his mom's kitchen.
Cognitive Dissonance happens when you say something you know to be untrue. So what do you think? Is the RXBAR true to its "No B.S." brand positioning?
[Written by: Sandeep Dayal]