In 2013, aspiring entrepreneurs Peter Rahal and Jared Smith launched RXBAR while searching for nutritious protein bars. Starting from Rahal’s parents’ basement, they sold directly to customers. Their venture gained tremendous traction, culminating in a $600 million acquisition by the Kellogg Company in 2017, highlighting a significant trend towards clean-label snacks. Rahal remained CEO for two years post-acquisition before transitioning out.