Every once in a while Instagram Q&A boxes pay off. RedCon1 CEO Aaron Singerman was asked about their Breakfast At The Ready Bar (B.A.R.) and he confirmed that the B.A.R. will be 86'd (discontinued). RedCon1 launched the B.A.R. in the beginning of 2019.
Although the brand will be discontinuing B.A.R., Aaron Singerman confirmed that a new bar from RedCon1 will take its place. Aaron confirmed with Fitness Informant that the new bar (still to be named) will launch in early 2021. Aaron states, "the new bars are the best I've ever tried." Aaron describes the new bars "like a dessert bar."
RedCon1 was the second large company to try to popularize breakfast in a protein bar. QUEST Foods tried it as well. B.A.R. was a highly ranked protein bar here at FI, but business decisions are not made on our ratings, they are made on sales data. Unfortunately B.A.R. didn't touch the number of sales as the top ranked MRE Bar.
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Final Takeaway
This is something in the business world we refer to as SKU rationalization. A brand looks at what is selling and what is not. Sometimes tough decisions have to be made. B.A.R. was a fun bar, flavorful bar and it provided a good source of protein, BUT if sales cannot justify the continued production, you need to cut it. We are excited about the new bar in Q1 2021.
