I know this is an old post, but there's a tidy way to do this with just dplyr:
library(dplyr)
#Create dataset
data <- tibble(LABEL = c("Meat", "Veggies"),
COL1 = c(10, 20),
COL2 = c(20, 30),
COL3 = c(30, 40))
data %>%
mutate(SUMCOL = select(., starts_with("COL")) %>%
rowSums(na.rm = TRUE))
In case anyone is unfamiliar with this syntax, it basically says "make (mutate) a new column called SUMCOL. To do so, select all columns (that's the period), but perform rowSums only on the columns that start with "COL" (as an aside, you also could list out the columns with c("COL1", "COL2", "COL3") and ignore any missing values.