i think cliff bars have way more ingredients (not necessarily bad ones) and more sugar. i think rxbar appeals to the "food as fuel" crowd. there is a continuum

i think cliff bars have way more ingredients (not necessarily bad ones) and more sugar. i think rxbar appeals to the "food as fuel" crowd. there is a continuum there from those who don't want to think about healthy stuff, just get quality calories in (think soylent and/or more healthier home stuff, "rations" types who cook 15 meals at once, etc.) to those who want to signal that they are willing to eat gross stuff to look good or hit fitness goals, and lots in between. cliff bars i think are more acceptable taste but don't really have a niche - too much sugar to eat if you want low % body fat, too many carbs generally, but decent to throw in a bag if you don't want to eat some uber-processed alternative like whatever cereal bars normally have