Since launching its line of protein bars in 2013, Chicago-based Chicago Bar Co. has taken what it calls a “No B.S.” approach to its ingredient profile, using only whole foods, rather than manufactured protein, for nutrients and flavors. Now the company is bringing this strategy to the packaging for its RXBAR products, putting the ingredient list—and nothing else—front and center on the package.
“We’ve always been 100-percent committed to using only whole food ingredients in our bars,” says co-founder Jared Smith. “Up until now, we listed those ingredients on the back of our wrappers like everybody else, like they’re a secret. But we’re not like everybody else. We don’t have secrets. We’re the only whole food protein bar out there—No B.S.—and we figured it’s time we started saying that out loud.”
Chicago Bar’s previous packaging emphasized the product name, with the logo in large letters across the top, along with the tagline, “As Prescribed By Nature.” In descending font sizes, the product variety and free-from attributes were listed. A photograph of a fruit, nut, or chocolate was positioned on the bottom right-hand side. Color bands on one side of the flow-wrap designated variety. On the back, a precursor to the new graphics approach, icons indicated the exact quantities of whole ingredients in the product. For example, listed on the Apple Cinnamon bar were “3 egg whites + 9 almonds + 2 dates + 1 fig.”
