And I'm not entirely sure why. The product is barely edible, and I'm pretty sure it's terrible for one's health, contrary to being marketed as a health food. This much sugar can't be good for you no matter what else you add. Seems like blind luck to me.
So, no, they're probably not "health food," but they're no worse than much of their ostensible competition and arguably better than many, some of which are way closer to Snickers bars than RxBars.
Free startup idea: the market is lacking an edible Keto bar. There are some but no break out success yet. Instant unicorn (no joke) if you can get it right.
I'm saying there is a unicorn in developing a bar that is keto-friendly. There are a few I've tried, but nothing good yet and nothing that has hit it out of the park like RxBar did in its day.