Protein bars have become increasingly popular as a convenient and nutritious snack option, catering to a variety of needs in the health and fitness market. Whether for weight management, meal replacement, or to support exercise routines and muscle-building goals, protein bars offer nutritional profiles that are often difficult to replicate through diet alone. Recognizing this trend, a new packaged snack brand called David is entering the market with a focus on decreasing fat intake while increasing muscle through protein consumption. David is set to launch its first product later this month: a groundbreaking protein bar that promises to deliver more protein than any other bar currently available. Each bar boasts an impressive 28g of protein, setting a new standard in the industry. What’s more, the bar is formulated with no sugar and contains only 150 calories, making it an attractive option for those closely monitoring their nutritional intake. In addition to its focus on nutritional formulation, David has paid special attention to texture, addressing a common complaint among consumers of protein bars who find them too chalky or dense. The bars will be offered direct-to-consumer initially with plans to distribute through retailers in the near future.
AlleyWatch caught up with David Cofounder, CEO, and serial entrepreneur (founded and exited RX Bar) Peter Rahal to learn more about the business, the company’s strategic plans, recent round of funding, and much, much more…
Who were your investors and how much did you raise?
David raised $10M in Seed funding. The investment was led by me with additional participation from Valor Siren Ventures, Peter Attia, M.D., and Andrew Huberman, Ph.D.
Tell us about the product or service that David offers.
David designs tools to increase muscle and decrease fat. Our debut product is a protein bar, which contains 150 calories, 28g of protein, and 0g of sugar – this means David has more protein per calorie than any bar currently on the market.
What inspired the start of David?
With 20 years of experience in the food and nutrition space, I’ve seen the debate on optimal diets evolve over time. Thanks to Dr. Peter Attia, the evidence has become clear on three key principles of nutrition: (1) control calorie intake. (2) prioritize adequate protein. (3) maintain stable blood sugar levels. These evidence-based pillars helped inspire our mission at David to create superior products that meet consumers’ nutritional needs.
How is David different?
We’ve carefully refined our product to achieve a delicious taste and dynamic texture while optimizing for the highest protein-to-calorie ratio on the market. With guidance from our Chief Science Officer, Dr. Peter Attia, we ensure that David’s products meet the highest nutritional standards. David focuses on the core scientific principles of good nutrition, steering clear of wellness trends.
What market does David target and how big is it?
David aims to serve consumers who want to increase muscle and decrease fat – most Americans are looking to do this.
What’s your business model?
We will launch direct-to-consumer in the US on September 16 and will be available in select retail locations in the near future. Retailers will be announced at a later date.
How are you preparing for a potential economic slowdown?
We offer substantial consumer surplus, and products with high consumer surplus win in both good and bad economic times. David delivers the most protein per dollar of any bar on the market.
What was the funding process like?
The process was smooth. My track record and desire to risk my own capital at David gave confidence to the other investors.
What are the biggest challenges that you faced while raising capital?
The toughest part was turning down great people who were excited about the business. We had to be disciplined about setting a hard cap on the investment dollars we accepted.
What factors about your business led your investors to write the check?
Our investors were primarily attracted by three key factors. First, our team’s complementary industry expertise. My cofounder Zach’s experience as a private equity investor and founder of RAIZE, a low-sugar e-commerce bakery, paired well with my background as the former CEO of RXBAR. Second, our science-backed product development approach stood out in a market often swayed by fleeting trends. Lastly, after trying our product and experiencing the taste and texture, investors believed it was a winner.
What are the milestones you plan to achieve in the next six months?
Over the next six months, we’re focused on launching our protein bars through both direct-to-consumer channels and retail. We’ll also be introducing new SKUs, with details to be announced soon. We are in the process of selecting our initial retail partners – if you are interested in exploring a partnership, please contact us to discuss potential opportunities.
What advice can you offer companies in New York that do not have a fresh injection of capital in the bank?
Prioritize your product. If your product genuinely delivers value to consumers, they will become your best advocates, and that can generate the momentum needed to push through capital constraints.
Where do you see the company going now over the near term?
David launches direct-to-consumer on September 16 and we will be available in retail locations in the near term.
What’s your favorite summer destination in and around the city?
S10 Gym.
