# Live Episode! RXBAR: Peter Rahal

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2018-08-13
- Length: 47m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2018-08-13-live-episode-rxbar-peter-rahal

## Summary

Peter Rahal, founder of RXBAR, and his co-founder Jared Smith explain how they launched a protein bar company in 2013 by targeting the CrossFit community with a minimal-ingredient product made in a Cuisinart. They bootstrapped the business with $10,000, selling directly to gyms and online, and eventually scaled to $36 million in sales before Kellogg's acquired RXBAR for $600 million in 2017. Rahal details the critical decision to dump $300,000–$400,000 worth of inventory due to shelf-life stability issues with an early co-packer, a move that preserved brand integrity despite causing a temporary stockout.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-08-13-live-episode-rxbar-peter-rahal#t=0) Introduction: Peter Rahal and the RXBAR Origin Story
- [4:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-08-13-live-episode-rxbar-peter-rahal#t=252) Peter Rahal's Background: Dyslexia, Family Business, and Early Struggles
- [16:48](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-08-13-live-episode-rxbar-peter-rahal#t=1008) Identifying the Gap: CrossFit, Paleo, and the First Prototype
- [22:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-08-13-live-episode-rxbar-peter-rahal#t=1349) Bootstrapping RXBAR: Cuisinart Prototypes, Staples Packaging, and $10k Funding
- [30:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-08-13-live-episode-rxbar-peter-rahal#t=1801) Early Sales Strategy: Selling to CrossFit Gyms and Direct-to-Consumer
- [39:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-08-13-live-episode-rxbar-peter-rahal#t=2346) Manufacturing Disaster: Co-packer Failure, Shelf-Life Issues, and Inventory Destruction
- [42:31](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-08-13-live-episode-rxbar-peter-rahal#t=2551) Scaling to Retail: Getting into Trader Joe's and $36M Revenue
- [44:17](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-08-13-live-episode-rxbar-peter-rahal#t=2657) The Exit: Kellogg's $600 Million Acquisition and Post-Exit Life

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- RXBAR (product)
- Kellogg's (company)
- Cuisinart (tool)
- Whole Foods (company)
- Trader Joe's (company)
- Staples (company)
- Shopify (tool)
- Larabar (product)
- AmRAP nutrition (product)
- Mondi Foods (company)
- Motts (product)

## Related episodes from other shows

- [354 - Beyond the dieline with the incomparable Jake Karls from Mid-Day Squares](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-07-22-354-beyond-the-dieline-with-the-incomparable-jake-karls-from-mid-day-squares) (People of Packaging)
- [360 - Beyond the Die Line - The pitch was awful. They liked the bar! Tom Seymour and Ree Dolnick](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-10-08-360-beyond-the-die-line-the-pitch-was-awful-they-liked-the-bar-tom-seymour-and-r) (People of Packaging)
- [Meet the Bone Broth Protein Bar with 20g Protein & No Protein Powder](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-21-meet-the-bone-broth-protein-bar-with-20g-protein-no-protein-powder) (The Startup CPG Podcast)
- [Founder Feature: Erica Groussman of Trubar](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-05-founder-feature-erica-groussman-of-trubar) (The Startup CPG Podcast)
- [345 - Beyond the Dieline - The secret success behind Junebar! Tom Seymour and Keith McCullough](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-04-17-345-beyond-the-dieline-the-secret-success-behind-junebar-tom-seymour-and-keith-m) (People of Packaging)

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