RXBar is pushing further beyond its protein bar heritage by diving into another category where there’s already plenty of competition: oats.

Yes, the bar company acquired by Kellogg Co. in 2017 is getting into the cereal business. Clearly, it’s aware of PepsiCo’s Quaker Oats and the other products that try to compete against that behemoth. And it’s going into that category anyway.

“Healthy competition is always good,” RXBar Chief Marketing Officer Victor Lee says on the latest episode of Ad Age’s Marketer’s Brief podcast. “If you don’t have competition you start to question well, why are we doing this?”

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