David Protein
RXBAR founder Peter Rahal is back in the bar business.
New flex. David, a food-tech startup focused on developing high-protein, low-calorie, blood-sugar-friendly foods, raised $10M in a seed round.
CEO and co-founder Peter Rahal led the round, which included investments from Andrew Huberman and Peter Attia — with the latter serving as the brand’s chief science officer.
Muscle up. Designing foods to “increase muscle and decrease fat,” David is positioning itself to benefit from the GLP-1 boom and consumers’ newfound glucose awareness.
Launching Sept. 16, its first product is a sugar-free, gluten-free, and artificial sweetener/flavor-free bar claiming more protein per calorie than any competitors.
Plotting a nutritious yet craveable portfolio, it has ice cream and salty snacks in the pipeline.
Perfect storm. Marketing around America’s most popular macro, brands like CHOMPS, Wilde, Kodiak, and Magic Spoon have managed to stand out in the crowded BFY CPG climate.
Following the playbook that led to RXBAR’s $600M exit, David could be the next pantry staple.
Punchline: Joining forces, Rahal, Attia, and Huberman form a science-backed CPG superteam. Bold in messaging and packaging, David is not-so-subtly selling itself as the snack of choice for health and longevity optimizers.
