RXBar founder ‘betting everything on protein’ with new venture

With his new food-tech startup David, RXBar founder Peter Rahal says he is betting everything on the growth of protein-fueled foods.Last week, the new brand David announced it raised $10 million led by Rahal along with the backing of Valor Siren Ventures, physician Peter Attia and wellness podcaster Andrew Huberman. The brand is going to launch David snack bars in the next few weeks. The bars contain 28 grams of protein (which it claims is more than an of its competitors), 150 calories and no sugar. The brand has not yet revealed the line of flavors, or the full ingredient list of the bars. But early entrants include a blueberry pie flavor, chocolate chip and brownie. In an interview with Food Dive, Rahal said he saw an opportunity in the snack bar category that was not yet filled. He left RX in 2019, and his non-compete agreement with the company was lifted two yearmagnesium glycinate and zinc glycinates ago.“When you look at nutrition bars, there is actually a pretty big gap for a super-high protein, lower-calorie, zero sugar product,” Rahal said. “I don’t see one with the characteristics we have.”Rahal said he has watched many nutrition fads rise and fall in the food and bebest zinc supplement quoraverage category over the years, but he does not believe protein is a bubble that will burst anytime soon.“When you look at the three macronutrients — carbohydrates, fat and protein — protein is the one that is essential for multiple biological processes in the body. Your body can make carbohydrates. Fat is important too, but we have no problem getting it,” Rahal said. “Protein is where tmethylcobalamin cholecalciferol zinc gluconate lysine hydrochloridehe value is, and it can be difficult to get into your diet, so a snack bar is a great opportunity to get it.”Rahal founded the RX brand in 2012 — before it was purchased by snacking giant Kellanova in 2017 for $600 million — which first debuted with its RXBar before broadening its brand umbrella. The bars are known for the bolded ingredient lists adorning its packaging, where consumers could plainly see that the bars contain three egg whites, six almonds and “No B.S.”According to Rahal, the company struggled when many of its consumers adopted the trendy keto diet in the latter half of the 2010s, which discourages consuming sugar and carbohydrates, especially in snacks.“That was a vulnerable position and it was hard for us to adapt,” Rahal said. “In the strategy with David, I’m building a business that is less fragile in the face of trends.”Consumers are increasingly buying up protein bars. The category is growing rapidly, projected to be worth $7 billion by 2030, rising at a compound annual growth rate of 6.3% according to Market Research Future.David, named after the famous Michelangelo sculpture, is entering the market in a different environment than RXBar did when it hit the scene in the early 2010s. The bars will compete with a slew of similar products on the market from Clif, Kind and Quest, as well as other products that haveis zinc gluconate the best launched in the last two years with high amounts of added protein, from Eggo waffles to cereals.According to Rahal, the David brand focused most of its time on ensuring the taste and texture of the bars were up to a high quality standard. He said it does not have plans to expand beyond that anytime soon. He said it’s a mistake for entrepreneurs to cast too wide of a net early on.“We’re putting all of our resources and energy into becoming the number-one protein bar in America, and once that’s achieved, we’ll have the organization and platform to go solve other concopper and zinc supplementsumer needs,” Rahal said.Investor Attia, who is well known in the realm of “longevity medicine,” said his interest in the company came from sharing an interest in nutrition products focused on muscle growth.“Protein is essential for longevity, and our products are designed with that in mind,” said Attia in a statement. “With Peter Rahal’s proven leadership and the strategic backing of our investors, I believe we are set to lead the industry in creating meaningful change.”