Who is Peter Rahal? - Biography

Peter Rahal is the co-founder and former CEO of RXBAR, a protein bar company that he and his co-founder Jared Smith started in 2012 and sold to Kellogg for $600 million in 201712.

Detailed Biography

Peter Rahal's entrepreneurial journey began in the basement of his parents' home in Glen Ellyn, Illinois, where he and Jared Smith started making protein bars from simple ingredients like egg whites, dates, and nuts3. With an initial investment of just $10,000, Rahal and Smith embarked on a mission to create a clean, no-nonsense protein bar that stood out in a crowded market2 4. Rahal's background, marked by a diagnosis of dyslexia before high school, played a significant role in shaping his entrepreneurial mindset. Despite the challenges, he saw advantages in his diagnosis, such as tremendous self-awareness and a unique way of processing information4.

Rahal's journey with RXBAR was characterized by a relentless focus on product quality, minimalist packaging, and a clear value proposition that resonated with consumers. The company's branding, with its straightforward ingredient list and the tagline "No B.S.," helped it stand out and quickly gain a loyal following15. Rahal's approach to business was deeply influenced by his personal values and work ethic. He believed in the importance of pursuing wisdom, learning from experiences, and focusing on what truly motivates and makes one happy1. This philosophy extended to his management style and company culture, emphasizing hard work, innovation, and a disregard for conventional work-life balance in favor of a more integrated approach to living and working1 5.

Under Rahal's leadership, RXBAR experienced rapid growth, expanding its product line and distribution channels. The company's success caught the attention of Kellogg, leading to a $600 million acquisition in 20172 6. This acquisition marked a significant milestone in Rahal's career, providing him with financial freedom and validating his and Smith's vision for RXBAR6.

After the sale, Rahal transitioned to a founder's role, focusing on vision, strategy, and innovation, while also exploring new ventures and opportunities to support other entrepreneurs7 8. He launched Litani Ventures, an investment company aimed at partnering with food industry start-ups and scaling innovative product concepts8. Through this and other endeavors, Rahal continued to apply his entrepreneurial spirit and insights, contributing to the broader business and startup ecosystem.

Peter Rahal's journey from making protein bars in his parents' basement to selling his company for $600 million is a testament to the power of a clear vision, relentless focus on product quality, and the ability to navigate the challenges of entrepreneurship with resilience and determination.



  1. https://www.theproofwellness.com/peter-rahal 2 3 4

  2. https://alejandrocremades.com/peter-rahal-on-turning-a-10000-startup-investment-into-a-600-million-acquisition/ 2 3

  3. https://www.chicagobusiness.com/awards/peter-rahal

  4. https://www.the961.com/meet-lebanese-entrepreneur-and-co-founder-of-rxbar-peter-rahal/ 2

  5. https://asweatlife.com/2018/04/how-rxbar-co-founder-peter-rahal-built-a-food-movement-from-his-parents-basement/ 2

  6. https://www.cnbc.com/2017/10/11/rxbar-ceo-after-600-million-buyout-i-have-financial-freedom.html 2

  7. https://www.chicagotribune.com/2019/03/01/rxbar-founder-steps-down-as-ceo-of-protein-bar-company-he-started-in-parents-basement-then-sold-for-600m/

  8. https://www.foodbusinessnews.net/articles/15153-peter-rahals-next-venture 2