What’s happening: The David protein bar maker secured a $250M Series B to expand its product range and launch a new, macro-focused CPG brand.
Statuesque. Reaching 35K retail locations and expecting to top $300M in annual revenue, the two-year-old company taps food science to reformulate foods consumers love.
Expanding from singular protein bar to ice cream, tinned cod, and RTD shakes, David is building protein-as-a-platform. Forming a house of brands, Medici will use funding to scale better-for-you candy HallPass while launching a third brand called Rowdy.
Fine print. Benefitting from control of fat-replacement ingredient EPG, CEO Peter Rahal—formerly co-founder of RXBAR—wants to reengineer junk food with better macros, believing Medici can improve “public health by making those foods smarter.”
Proudly calling HallPass the “Coke Zero of candy,” he has defended David’s ultra-processed criticisms and use of artificial sweeteners like allulose and Splenda.
Punchline: Reformulating the classics to make nutrition “easier by default,” David’s meteoric sales prove “high-protein” and “low-sugar” outweigh other labels in the eyes of the consumer.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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